6 Business Benefits of Interactive Content Marketing

Visitor engagement is a key element in any effective content marketing strategy. There are several common ways of encouraging this, such as the style of your copy, the content relevance to consumers and video posts.
The aim of interactive content is to engage visitors to a website or mobile app to go one step further than being passive consumers of information or entertainment. Interactive content aims to involve them with the content.
Before we look at some of the different types, let’s see what the advantages are of this approach to content marketing
6 ways Interactive Content Is Special
1. Richer Analytics Data
Engaging with consumers means that you can monitor how they behave and react to different content types.
This gives marketers richer insights than basic web traffic statistics or app engagement data.
2. Higher Conversion Rates
Greater engagement often results in more leads and therefore sales.
Interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content. Source: Demand Metric's Lead Generation Benchmark Report for 2014.
3. Better Customer Engagement
When visitors become involved with content, it becomes more of an experience than just passively receiving it. This deeper experience means they spend longer on a website and as a result they get more drawn into it and your message.
4. Measurable Consumption
The act of interacting can be measured and analysed. Unlike when someone lands on a static web page (like this one), what happens, where do they go, what actually interests them etc.
5. Brand Differentiation
It is a way of offering something more interesting and compelling for visitors. This helps your brand stand out from the crowd.
6. Sales Process Alignment
With interactive content you know what interested someone. This information can augment the lead gathering process, so that the sales team know in advance what a given prospect in interested in.
This means your sales messages can be fine-tuned to your prospects needs.
9 Common Types of Interactive Content
Having explored the business benefits, let’s take a look at the common types of interactive content found on the internet.
1. Interactive Whitepapers and E-Books
A simple way is to bring these documents to life. They can add an educational element to this content, and add features such as quizzes to help break up the text.
2. Assessments
These are a great way to filter prospects and guide them to the most appropriate solutions. They can also provide a wealth of information for a sales team.
3. Configurators
These allow people to build possible solutions or combinations of options online. This allows them to get a specific personal quote or get detailed relevant information or support.
4. Interactive Infographics
As the name suggests, these infographics have interactive elements added to them to improve engagement.
5. Calculators
A great standby. These can be used in a wide variety of ways, such as, body mass index, return on investment, carbon credits, calories burned, loan costs etc.
6. Look Books
An online version of a catalogue. These allow viewers to browse and select what they’d like to see, and often they allow drill-downs to more specific details or to other resources such as videos, specific web pages etc.
7. Solution Builders
These allow buyers to create their own package which suits them. An example is a web hosting provider who allows visitors to add domain names, email services and security protocols to their order.
8. Quizzes
There is an endless variety of quizzes which can be added to websites and apps. People enjoy doing them and they can be aligned with other content or there just for fun.
9. Contests
Are another popular engagement tool. They are also highly sharable through social media links.
So, as you can see there are many reasons to use interactive content and a wide variety of flavours to choose from depending on your audience and budget.
Source Reference
ION Interactive http://assets.ioninteractive.com/storage/content/literature/ion_interactive_content_marketing_toolkit.pdf
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© David R. Durham, 2018, All Rights Reserved.
Digital Marketing Education.
Blog: http://brandrefuge.com/
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