Why Is Interactive Content Still Important In 2022?
Content marketing is no longer a new term for most companies. As the old marketing rule of thumb says that content is key, the rule still applies these days. Even as far back as 2013, 60 percent of top marketers said they create a minimum of one piece of new content every day. The number has only risen. Today, it’s central to nearly all major brands’ marketing strategies.
However, today’s target audience is much pickier when deciding what and who gets their attention. After all, we are living in a time when a huge amount of information is created each minute. Thus, it’s understandable that customers will not be interested in accessing anything other than intriguing content.
So, what should marketers do to attract customers’ attention?
My suggestion is to use interactive content.
What Is Interactive Content?
Interactive content is anything that involves the user taking action to engage with what they are consuming. Everyone wants to smile and laugh. Your audience would also like to have such moments when they find out a solution to a problem. Thus, your content will get more attention when it is more interactive, engaging, and fun.
Take advantage of various formats such as user polls, calculators, games, quizzes, engaging maps, and other tools to pass your message and engage the audience so that the content is not boring to them. In fact, research shows that 93 percent of marketers agreed that interactive content is effective in educating buyers versus just 70 percent for static content. Interactive content works because it not only helps to grab the attention of your audience, but it also makes them stay on your page for longer than they otherwise would.
Example: Clinique’s Foundation Finder
A great example of interactive content was the makeup brand Clinique’s Foundation Finder. Clinique was one of the first beauty brands to embrace the idea of different skin types. By taking a quiz and answering just a few simple questions, it helps you narrow down the range and ultimately find your own match.
The quiz also shows images of real women with different skin tones, so you can select the closest option to your skin tone. It also has images for all the other options to help you choose your preferable coverage, forms, and types of finishes. After that, they will suggest not only the closest shade for your skin tone but also the foundation that matched all other criteria.
This is especially helpful for online shoppers who can not go to stores to directly test it on their skin. And after taking the quiz myself, I found the result quite accurate. Also, through the process of completing the quiz, Clinique also builds a sort of connection with the audience. This will then help to improve the conversion rate and ROI on their website.
Look Into The Future…
Good content will still remain the key to digital marketing strategy, and interactive content could be the next stage in the evolution of content marketing. After all, interacting with people and building a true connection with them is the first step to making them remember you.
