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 content stand out and keep your audience’s attention longer. From engaging infographics to quizzes and ratings, discover how to make content interactive.
Image via Flickr by efradera
Interactive content comes in all shapes and sizes, but not all material works well with every audience type. Before you launch your interactive content strategy, learn how to make content interactive and be sure that strategy matches either the user base you have or the one you want to build.
Interactive quizzes, for example, tend to attract a younger audience whose members can get interested in sharing opinions and getting personal. No matter what type of users you’re targeting, however, 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 the city, celebrity, or animal they connect with most closely.
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.
Quizzes often appeal to younger audiences, but infographics can excel at winning over a greater variety of users seeking more information about an intriguing topic. Thanks to their combined text and images, infographics can add value to your website and social media channels. While text-based content alone tends to enter and leave your short-term memory in a matter of minutes, visual content has a higher chance of staying in your audience’s long-term memory. If you want your message to stay with readers when the time arrives to make a purchase decision, keep your content visual.
To make your infographic more memorable, make your content 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.
Like interactive infographics, tabs encourage clicks and increase engagement on your website. If you have a large amount of information to convey but don’t want to clutter your site with long text blocks or worry about the risk of losing readers who don’t want to scroll, tabbed browsing presents a convenient solution.
Not only do tabs make reading easier, but their interactive nature also allows website users to find and access the content they want and need. Since you can track which tabs your audience clicks on, you’ll generate helpful metrics about the most popular topics on your site or in your white paper. Moving forward, you can use these metrics to brainstorm content for your website or inform your brand’s products.
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.
When you want to grab users’ attention, incorporate interactive scrolling into your website. This creative type of interactive content is a smart way to surprise users and keep them scrolling to discover more content.
The keys to a successful interactive scrolling experience are high-quality images, good storytelling, and engaging content. When done well, interactive scrolling can increase users’ time on your website and lower the site’s bounce rate as interested users navigate your internal links to learn more about your brand or consume more content.
Often an element of interactive scrolling, animation can also stand alone as interactive content. If you’re a digital artist or an advanced user, create your own original animations to engage your audience or hire an experienced content team to create the imagery for you.
For a lower barrier to entry, seek out easy-to-use tools like Giphy and source your own premade GIFs. Embed the finished animations on your website or share them through your social channels to drive traffic and attract new users.
Interactive content needs a strong hook to grab users’ attention, and a sneak peek accomplishes that goal. To create an interactive sneak peek on your website, share part of your content or ask a question.
Require users to hover over certain web elements or click on graphics to get the full story. Once they’ve made their way through this piece of interactive content, create an easy way to continue the conversation, such as inserting internal links or building a pop-up lead generation form.
If you don’t ask for feedback directly, you might never know how your audience feels about your content. A basic five-star system works well for most types of content, and you can also allow users to offer comments for more personalized feedback.
Whether you’re enabling content ratings for infographics, white papers, or blog posts, make sure that this interactive element enhances your users’ experience instead of detracting from the experience. Request a rating at the bottom of a landing page or the end of an asset; don’t forget to take users’ feedback into consideration as your content strategy evolves.
Great interactive content has the power to take your brand to the next level. Learning how to make content interactive and honing in on the right type of interactive content for your brand will help generate brand awareness, build a more engaged audience, and put all of your newfound data to use.