Interactive content encourages active engagement from users, allowing your audience to become an important part of a two-way conversation. With the use of interactive content the consumer is given a voice within the content marketing experience.
Although it takes a larger investment of both time and budget, interactive content results in exponentially higher engagement metrics than traditional static content. According to a LinkedIn study, interactive content generates 4–5 times more page views than static content. Marketers have taken notice. Of those surveyed, 93% of marketers say interactive content is effective at educating the prospective buyers (Inc).
Interactive experiences allow marketers to engage their users and target audience with in a meaningful way. These experiences capture your audience's attention, reward their participation, and give consumers immediate results they care about.
Types of Interactive Experiences
Quizzes, assessments, polls, and surveys are great tools for marketers to capture data on leads and gather contacts. Infographics, charts, and tables are perfect for visualizing complex data and help to explain the full story. Interactive maps, videos, and timelines are also also unique ways to tell engage viewers while sharing important information.
So what exactly are the benefits of an interactive experience?
With a memorable interactive experience, you can build stronger brand awareness and powerful business-to-consumer connections. If your interactive experience is online, site visitors will engage with your content longer, leading to more conversions and higher-quality leads.
The best interactive experiences are simple and meaningful. Make sure to identify what you want users to get out of their interaction with your content and set goals and identify KPIs to measure success. Whether this is increased leads or improved brand visibility, it's important to analyze how your users are interacting with content and understanding how it can be improved for the best possible experience for them. No matter the goals of the campaign, all content should be designed with the user experience in mind.
Consumers are curious about the brands, services, and products they are interested in. When a prospective customer is given the opportunity to be an active participant with interactive micro-experiences, they not only get the information they need to make an informed purchasing decision, but they also are able to build a relationship with your business.