If you asked someone if they’d rather read a book or play a game, what do you suppose their response might be? The vast majority of individuals would prefer to play a game simply because it is more “fun.” In other words, people seek engagement. We are social creatures that heartily respond to interactivity. We inspect things. We push, pull, click, play; and are eager to participate.
That’s why interactive content makes for such effective digital marketing. It begs people to be a part of the message and in doing so, they become more connected with your brand. That’s why 53% of marketers report using some form of interactive content. It is super effective.
So, now that you’re ready to get rolling, do you know what constitutes interactive content? Here are a few different types of interactive content to give you some ideas.
There is no better way to get your audience to interact than to ask them to answer questions. This is particularly effective if they are responding to queries about themselves. All three of these types of interactive content have common elements and are defined as:
The least demanding of the three, polls are often found on social media and are flexible when it comes to answers. They involve minimal interaction but are still way more engaging than normal text.
Surveys are a lot more involved and require a larger amount of engagement than a poll. They typically introduce a set of questions to gain deeper insight into a certain social situation or to solve a problem.
This is a series of questions that have a definitive right or wrong answer. They are intended to see what your audience knows so you can choose the best content for them. The more answers you have, the easier it is to shape your marketing.
Another form of smart interactive content is calculators. They put the control of information in the hands of the consumer. This type of material is about taking the user’s freely given input, positioning it in a formula, and producing an answer they value.
Calculators are the type of content that creates conversions and pulls in leads. There is no fluff. The consumers are getting pure data to answer their questions. The tool practically sells itself. It provides precise results that can be applied to complex strategies. You can save yourself the time of writing pages of content and simply give people a calculator to play with. Your leads will determine if your brand works for them or not.
Email providers like Google (Gmail) have created a rise in email marketing because of the level of convenience. An account like Gmail has access to hundreds of tools and thus consumers are spending more and more time in their inbox. This is a chance for you to engage with an interactive email. This can include pieces of content like:
- Interactive videos
- Integrated forms
It’s up to you to understand your consumer base and which type they may find the most useful.
It has been shown that emails that contain interactive content have a click-to-open rate that is 73% higher than those with static content. Even using images can boost an open rate by 500%. Because email is a one-on-one interaction, there is more of an opportunity to personalize your messaging and nurture your relationship with the lead.
Interactive content in email marketing can consist of a variety of styles. Some ecommerce companies enable consumers to shop straight within the body of an email. Others choose to include a personalized video that is mapped to a user’s data. There is nothing on the planet that sells better than a short video calling out the lead by name. It’s an incredibly shareable type of content.
Email should not be ignored. In fact, it has some of the biggest ROI for marketers. For every $1 spent on email marketing, there is a $38 return. Adding interactive content will only make these numbers better.
Get your own interactive content
Certain methods work for different brands, so there is no shame in experimenting with interactive content. You may also find that a variety of channels respond to different types of interactive content. LinkedIn tends to love infographics, while Facebook users highly respond to polls. It may take some testing, but you’ll get there.
Interactive content should always be appealing and aesthetically pleasing. 79% of marketers feel it improves the retention of brand messaging. Captivating the attention of an audience will not only prompt them to provide more data, but also information that is highly relevant. And that’s a win-win for everyone involved!