Over the past decade, the content marketing industry has passed several changes. When the old time marketing focused on creating keyword-rich static site content, the industry is now built on fresh and interactive content that’s timely and relevant.
Along with this change has come an increased emphasis on visual content. While most businesses understand the power of infographics and video, some are still missing one key piece: interactive content. In response to this alarming trend, marketers are always looking for ways to develop stronger content that grabs attention and has lasting value.
For those who are not familiar with the concept, interactive content is content in which the user is required to take action in order to truly maximise the value of what’s being presented. The best way to explain interactive content is to provide some examples. Take a look at the four points below to get an idea of just how flexible this aspect of content marketing is.
1. Interactive Quizzes
There’s a reason you see so many quizzes and assessments being shared on social media. They simply work like a charm. Brands have discovered that people love taking fun tests that provide them with customised answers. These quizzes are a great way for a website to attract backlinks and traffic and are extremely easy to develop. They also retain their value and can be recycled for years to come.
2. Visualisation Tools
Visualisation tools are some of the most unique forms of interactive content. These are typically on-site tools or widgets that allow users to do an activity that’s directly aligned with the brand that’s backing the tool. For an IT company, this could look like an automated diagnostic tool that helps users understand the cause of a problem before proceeding. For a ticketing company, this would look like an interactive stadium map that allows users to select seats. There’s a lot of improvisational areas here, and the benefit is that visualisation tools are directly related to conversion goals.
3. Cost Calculators
Customers love knowing exactly how much a product or service will cost before making a purchase. In many cases, the cost fluctuates based on a number of different factors, though. In these situations, it’s wise for a business to offer customers a convenient cost calculator to cut down on customer service inquiries and make the purchase process smoother.
4. Interactive Infographics
While infographics are valuable on their own, there’s nothing better than an interactive infographic. As the name suggests, these are traditional infographics that allow the user to engage the data being displayed.
As a marketer or business owner, you can’t forget about interactive content. While it takes more time and effort to develop, interactive content provides more immediate engagement and better lasting value in the long run. Keep the ideas mentioned in this article in mind, but don’t be afraid to get creative and brainstorm your own. Anything you invest into quality interactive content will be returned multiple times over.