When your brand has to compete with an endless stream of blog posts, expert-level white papers, and lengthy webinars to connect with your audience, passive content won’t cut it. By adding interactive content to your strategy, you can make your brand stand out and keep your audience’s attention for longer. From engaging infographics to quizzes and ratings, discover how to make content interactive. In this article, we discuss:
Interactive content is content that encourages engagement from its audience. Whether that’s answering questions for an online quiz, interacting with a digital map, or responding to a call to action, interactive content can take many shapes and forms. Now, you might be thinking, “Shouldn’t all brands be using a call to action with their content?” Yes, they should. Essentially, that means all content should be interactive in some way, shape, or form. If your content doesn’t have a direct link to another piece of content or a landing page, you’re missing out on an opportunity to make a conversion.
Now, obviously, content with simple CTAs is going to be a little less interactive than an online quiz, but you’re still offering your audience an opportunity to engage. That’s what makes interactive content so important for your content marketing campaign. It provides you with the opportunity to engage with your target audience and boost your conversion rate.
Here are some of the major benefits interactive content can have on your business or brand:
As mentioned, the largest benefit businesses get with interactive content is a higher conversion rate. Customers who engage with your company in one way, such as taking a poll or quiz, are more likely to engage with it in other ways, like downloading an eBook, signing up for a call, or even making a purchase. It’s breaking the barrier between being a passive reader and being an active member of your brand’s community.
When you create different types of interactive content, you can learn what content your audience likes to consume. For example, let’s say you notice your audience prefers to read blogs that have polls versus blogs that just deliver information. Knowing that, you can develop a stronger content marketing campaign with content you know your audience wants to see.
When your audience has content they can interact with, it helps them to feel like part of a community. They’re taking part in something that’s attached to your brand and feel more like an active member than an isolated, passive consumer. Whether you include quizzes to help them figure out what type of product or service they might benefit from or you ask for their feedback on a new company initiative, having them interact with your brand can make them feel more a part of it.
Here are some popular forms of interactive content that people use in their marketing efforts:
Interactive quizzes are a series of questions you ask your audience to give them a helpful or entertaining answer. They tend to attract a younger audience because they like to share opinions and connect with content on a personal level. But no matter what type of users you’re targeting, you’ll want to keep quizzes brief to increase engagement and interaction. Offer users an incentive to complete the quiz, such as the chance to prove their knowledge of a certain topic or the opportunity to learn about a city, celebrity, or animal they connect with most closely.
You can even use quizzes to connect with your audience in other ways. For example, let’s say you have a lot of products or services for them to choose from. You can have your audience take a quiz to see which product or service would benefit them the most.
With user-friendly quiz platforms like Qzzr, you can design interactive content in as little as a few minutes and start sharing that content on your WordPress site and social media channels immediately. The beauty of platforms like this one is that you can track quiz results and put those results to use. Integrate quiz results with your customer relationship management (CRM) tool and start targeting your customers with more personalized offers.
eBooks and white papers are an excellent way to incorporate interactivity into your content campaign. That’s because most companies create them using eye-catching graphics and images to make them more engaging for their audience. Adding some interactivity simply adds to the engagement that’s already there. Add a table of contents that allows people to jump to different sections of the content. Create polls where people can guess and check their thoughts on surprising statistics. There are many ways to make your eBooks and white papers even more entertaining for your audience.
Infographics can excel at winning over a greater variety of users seeking more information about an intriguing topic. That’s because infographics use a combination of text and eye-catching images to entice and engage with your audience. To make your infographic even more memorable, you can make it interactive. Readers might scroll past a static infographic quickly while absorbing only some of the available information, but interactive content requires them to stop and focus their attention. If you want to increase users’ time on your website, collect data about how users interact with and share your content.
Interactive infographics can take many different forms. Some might simply ask viewers to click on different sections of the graphic to reveal more information. Others might combine other forms of interactive content, like quizzes or maps, to collect information while sharing knowledge.
Sharing in-depth data doesn’t have to mean creating tedious charts or explaining details in endless blocks of text. Instead, make your data more interesting by building an interactive map. You can learn how to make content interactive by building maps with several different tools, such as Mapme or Tableau Public. These tools enable users to transform black-and-white data into colorful, eye-catching maps.
Make your maps engaging by encouraging users to click on map points for more information. Take the interactivity to the next level by inviting users to offer their own data points.
As mentioned, calls to action (CTA) create an easy way and effective way for your audience to interact with your content. When placed in an eye-catching spot, CTAs can easily direct audiences to your website. They can also encourage your readers to interact with your company further. Though calls to action work perfectly fine on their own, they can be even more effective when paired with other types of interactive content, like eBooks, infographics, and quizzes.
Here is a list of steps to help make your content more interactive for your target audience:
Understanding what content your audience likes to consume can help you develop the right interactive content for your campaign. For example, let’s say you operate a media website, like Buzzfeed or Mashable, that has a wide range of entertaining content for its readers. It’s possible your target audience might resonate more with online quizzes, polls, and other types of content that are more fun than informative.
However, let’s say you operate a marketing agency. It might be better to use interactive pieces of your content as a supplement to the information you’re delivering. For example, adding interactive pieces to your infographic can make the information it presents more enjoyable to read and absorb.
Whatever you do, don’t start from scratch. Interactive content doesn’t need to be brand new for your audience. If you already have a large database of articles, blogs, and eBooks, start by adding interactive elements to them. Can you find a way to make your eBooks more enjoyable to navigate? Can you give your readers a quiz to take and then recommend an article or blog for them to read?
It’s possible you can even use the information from older pieces of content to create brand new ones. For example, let’s say you have an older blog post that gives a lot of value to your readers but its popularity is waning. Try converting that blog into an interactive infographic. When you republish it, the information will feel fresh and it might even attract a larger audience than before.
Though you might have other ideas for interactivity in your content, it’s important to include calls to action (CTA). Calls to action help you direct your audience to the next steps in their customer journey. Whether you’re asking them to read more content or visit your website, a good CTA can quickly entice your audience. If you’re creating an online quiz, try including a CTA that asks your audience to check out your other quizzes. If you’re posting a blog, try directing your audience to other pages on your website for them to read.
Without CTAs, you can miss out on that crucial next step of your marketing strategy. Need some help with adding powerful calls to action to your content? CopyPress has a team of expert writers, editors, and quality assurance specialists who know how to develop compelling content for your target audience. Schedule a call with us today to see how we can boost your conversion rate with high-quality content writing.
Once you create your interactive content, it’s important to analyze its reception with your audience. If you find that not a lot of people are viewing or engaging with the content, you might need to figure out a better way to promote it in your marketing channels. If you notice many people view it but don’t engage with it, it’s possible that the content wasn’t right for your target audience. As you analyze your data, it’s helpful to think about how you can improve your marketing metrics and make sure your content is as effective as possible.
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