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    Increase Engagement with Interactive Content

    June 29, 2018

June 29, 2018
Increase Engagement with Interactive Content

Increase Engagement with Interactive Content

The whole purpose of creating content on your website is to engage users and nurture leads. Passive pieces of content are rapidly becoming outdated and less preferred by target audiences across demographics. More than ever, individuals seek out interactive content that requires engagement to receive all of the information.

Not only do users engage with interactive content more than other formats, but it also provides essential audience data. With these game-changing insights, organizations have the information they need to craft marketing content that specifically meets the needs of end users. By sharing quizzes, calculators, surveys, and other common interactive content formats into a marketing strategy, your target audience hands over their personal information excitedly.

What is Interactive Content?

The phrase is making the rounds in the content marketing industry, but many aren’t familiar with the actual interactive content definition. Interactive content is any content format that requires users to actively participate and in return, receive hyper-relevant results based on their specific responses. This blog post is an example of stagnant content because it only requires a user to read it. This health insurance marketplace calculator is a perfect example of interactive content. People use the calculator for instant results related directly to an issue relevant to them.

Popular Types of Interactive Content

Companies across verticals are developing interactive content to meet the demands of their consumers and to learn more about these valuable individuals. Many organizations have spent years developing marketing strategies based on passive content formats. The time has arrived to incorporate different types of interactive content into strategies to continue engaging target users and develop brand loyalty.  

  • Quizzes, Polls, and Surveys: As users test their knowledge or register their opinions, they also provide your business with critical insights into behavior, education level, interests, and more.
  • Calculators: Make it simple for a prospective client to ascertain savings, costs, and more with a calculator that relates to your products and services.
  • Assessments: Assessments provide users with the answers they seek to pertinent questions. For instance, SnapChat developed this interactive assessment to determine what interactive content type is right for you.  
  • Tools: The HubSpot Website Grader is the perfect example of an interactive tool. People provide their website address and email address, and in return, they receive crucial information about their website’s strengths and weaknesses.
  • Sliders: People click-through sliders to learn more and further engage with a piece of content, such as this interactive timeline of B.B. King’s life.    
  • Interactive Images and Videos: Watching a video or looking at a picture are passive activities. However, when a user must click on elements of a video or turn their screen to view more of an image, that content suddenly becomes interactive and unique.  
  • Interactive eBooks and White Papers: These pieces of content can be either passive or interactive. By adding clickable components that provide additional information turns a run-of-the-mill eBook into a cutting-edge interactive one.  
  • Interactive Emails: More dynamic email messaging differentiates your campaigns from the spam-adjacent ones your competitors send. Deliver real value directly to your target audience’s inboxes by crafting interactive emails that pique interest and drive engagement with your brand.  

Creating interactive content sounds like a massive undertaking, but your business likely already has relevant content that can be repurposed for these efforts. Partner with a content marketing firm that understands how to transform existing passive content into exciting interactive content. Discuss your options with Focused Content Marketing today.


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