The Future of Content Marketing: Interactive Content

Have you taken a small quiz or read an interactive infographic on websites? Did you enjoy the experience? These tools are examples of interactive content, which means “using content to engage the audience based on their participation.” Rather than a speech from one side through content marketing, interactive content marketing is more like a conversation, one in which marketers don’t have to actively participate.

Why is interactive content appealing?

There are many types of interactive content, including quizzes, assessments, surveys and polls, interactive e-books and so on. Research gives a surprising result that 90% of consumers report they want more visual and interactive content. Interactive content works better than regular content because it provides users with a more engaging, immersive, and unique experience. It encourages consumers to compete, compare, test themselves, consume information and achieve results faster.

Why is interactive content a useful tool?

Interactive content offers a great opportunity to attract more attention, differentiate your brand from competition and building a relationship with customers. Building brand affinity leads to building trust. It can help with lead generation, customer retention and even sales.

Also, interactive content encourages people to share on social media. Many interactive content experiences go viral on social media, which could generate earned media and more brand exposure.

Internet content can also be a useful tool to collect consumer data. Surveys, polls, and quizzes responses are the best ways to learn about the preferences and desires of your audience. The better you know your target customers, the better you can serve them.

Why is interactive content the future of content marketing?

People live for interaction. It is built into most of our DNA that we feel good when we are more engaged, no matter with a great presentation or the brands we like. Especially in the post-COVID-19 world, after a long period of stay-home quarantine and social distancing, we value all kinds of interactions that are available to us.

“Engaging a target audience” is an important excerpt from Content Marketing Institute’s definition of content marketing. According to nearly every marketing research study, it is also consistently proven to be amongst marketers’ toughest challenges. Marketers succeed when their audience not only consumes content but also enjoys and acts upon it.

Now if you understand the importance of interactive content, as an ambitious marketer you may want to start stepping-up your static content to create content that customers can interact with.