Learn what interactive content marketing is and why it’s essential to engaging your audience in 2024.
Digital content is everywhere. Your audience is bombarded with a constant barrage of content and information. To cut through the noise and information, you need interactive content marketing that engages your audience in ways your competitors don’t.
Interactive content will set you apart from the rest and give you a better chance to compete in the digital marketing space.
Why Interactive Media Matters
Digital transformation has made interactive media a must. Everyone is fighting for the consumer’s attention. But the consumer can only pay attention to so much information, which highlights the need for interactive media to engage consumers more effectively.
Companies that challenge themselves and their marketing teams to make their content more interactive reap the following important benefits:
Better engagement: Interactive content invites consumers to pause and look at your content in a different way. And because you’re asking the user to be part of the media rather than just read it, they’ll stay on your site a little longer and think more about your content. The average user spends 8.5 minutes viewing static content. In contrast, consumers spend an average of 13 minutes viewing interactive content .
Increased User Satisfaction: Brands that use interactive content report higher customer satisfaction ratings and more meaningful customer relationships. It’s not just brands that benefit from interactive content. Users crave it. Research shows that 91% of consumers prefer interactive content over static content.
Increased retention: Interactive content invites the user to be part of the experience. This makes them more likely to retain the content they viewed. Research shows that interactive content can increase retention rates by up to 75%. In a world where relationships and customer experience matter, this is a very important metric.
Interactive Content Formats France Email Lead You Should Start Using in 2024
While interactive content is nothing new, it is constantly evolving. Consider adding these types of interactive content to your marketing to see improvements in customer engagement today.
1. Interactive quizzes and surveys
Ask your customers questions. Not only will you learn more about them and get statistics from your own research that you can use in your content, but you will also make your customers think. This will entertain them and make them think about your content.
2. Video
Your video content shouldn’t just be talking heads. Instead, engage your audience by answering questions and then tailoring your content to their answers.
3. Augmented reality
Immerse your reader in your content with augmented reality. Bring your products to life by allowing the user to virtually touch them. Or provide a virtual try-on experience so the customer sees your product in a whole new way.
Interactive Content Marketing
4. Virtual reality tours
The hottest trend in real estate and travel is virtual reality. Let the user explore the home as if they were walking through it, so they can see how everything fits together. Don’t just show them static photos and make them guess how close the pantry is to the stove or where the closet is in the master bedroom. And for travel, users can feel like they are interacting with your products and services by placing themselves in different locations away from home.
5. Interactive infographics
Data can be complex. Reading and understanding that data can be even more complex. Simplify it with interactive infographics. You can help users focus on one element of the infographic at a time, gradually revealing more information as the user engages with the content. Allow them to click on buttons and learn more about how the content relates to each other.
6. Gamification
Add game elements to any form of content. For example, you can allow your readers to earn points or unlock achievements as they explore the content. Give them the opportunity to compete with others by maintaining a leaderboard.
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How to Get the Most Out of Interactive Content
To get the most out of interactive content, you need to be strategic. Don’t just post content that you’ve seen from other brands. Instead, make it unique so that it resonates with your target audience.
1. Tailor it to your audience
Your audience is unique to your business. Make your content relevant to your audience by providing information tailored specifically to their needs and preferences.
The better you understand your audience and their pain points, the more you can speak directly to them.
Use polls and surveys to get to know your audience better. Social media can help you regularly measure the pulse of your audience and learn more about them if you use the space correctly.
2. Ensure accessibility
The more accessible your content is, the easier it is to interact with. Take the time to test interactive content on different devices to ensure it is not difficult to use. Then check that all content meets accessibility guidelines.
3. Combine entertainment and education
Your content should not only entertain users. It should also educate them. Interactive elements should enrich the user experience. Quizzes will help users test their knowledge of information.
4. Never forget the importance of storytelling
While you want your content to be interactive, you should still tell a story because that’s what makes your content memorable. Interactive videos should still tell a story, but the user can choose where to go next and how to influence the story.
5. Make it available for distribution
The easier it is to share your content, the wider your reach. Encourage users to share your content on social media using timely prompts.
6. Use analytics to make changes
Always remember to track the performance of your content. This way, you will know what works and what needs improvement. You will know what interactive content is worth producing, which is very useful because it takes a lot of time and resources to create. Listen carefully to what users tell you, evaluating what they interact with.
7. Consider your marketing goals
No single aspect of marketing works in isolation. Make sure your interactive content is aligned with your overall marketing goals. Each piece of content should support your marketing strategy and guide you toward building a meaningful customer funnel that will help users transform from strangers to buyers.
How to use interactive content
Getting started with interactive content can mean taking a small step forward in your marketing. You can place content in one area of your site to try it out, experimenting and learning what resonates best with your audience. If you’re not sure where to start or how to get started, reach out to our team of experts. New Light Digital offers interactive experiences that enhance corporate marketing to better engage users and increase awareness of the products and services they offer. Schedule a free consultation to learn how New Light Digital can transform your marketing content and make it more engaging.
