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Interactive content – what, why and how

Interactive content, quite simply, does what it says on the tin. As opposed to static content, such as webpages, blogs and images, interactive content is that which requires the viewer’s active participation and engagement. Rather than simply reading text or appreciating a visual, interactive content examples include those that give their audience real-time results that are not only relevant but they are related to causes and topics that they really care about.

Examples of interactive content

Interactive content can come in all shapes, sizes, tones, styles and can be suitable for a range of channels. However, as a whole, interactive content can be broken down into five core key content types. These main building blocks can then be used either as lone media types or can be combined to create layered interactive experiences, such as responsive videos, infographics and images.

The four core elements used to create interactive content are as follows:

Poll, Trivia, Quiz and Survey – Best demonstrated by the Buzzfeed phenomenon, online polls and quizzes are not only highly engaging for the user, as they can be specifically targeted, but for the marketer too. These survey-based content examples provide remarkable opportunities to gather data in the form of opinions, customer insight and that all-important feedback.

Assessment – As simple as they sound, assessments use a range of carefully constructed questions to precisely segment an audience into several pre-determined categories. For both audience and marketer, this can be a very useful exercise. Not only can it ensure that users are hit with the content that most appeals to them, but it also allows professionals to really dissect their audience so that they can best spend money on content that really engages.

Bracket – No brackets are not a punctuation mark, at least not in this case anyway! When we talk about a bracket with regards to interactive content, we are referring to a form that requires prediction and completion: a form that is completed where the participant(s) predicts the outcome of each game in a tournament, for instance, March Madness.(https://en.wikipedia.org/wiki/March_Madness_pools). Whoever, come the end of a tournament, has had the closest predictions will win the content.

Calculator – Calculators can come in a range of different disguises and the most prolific is probably a quote generator. Calculators are a type of interactive content that is created using back-end development where answer combinations are pre-set. Once a user inputs specifics, they are evaluated and their combination will turn out a specific answer, normally in the form of a numerical result.

The importance of interactive content

In today’s digital world, where users are 91% more likely to engage with heavy visuals and interactive content, it is unsurprising to learn that, following the mobile revolution and its subsequent digital transformation, the average adult’s attention span has reduced from twelve seconds down to a shocking eight. That means engagement really is key for marketers. With its main intention of creating a two-way conversation with internet users, interactive content achieves just that – instant interaction. This interactivity brings with it deeper brand recognition and can work to drive higher customer retention levels.

Because of interactive content’s personalisation element, people simply cannot help but put themselves through your inviting algorithms. The fact that interactive content too will conjure up different results and a different user journey based on the order of content inputted also brings with it a powerful attraction. It appeals to the human brain’s natural appreciation for all things new – our inner magpie if you like!

Implementing interactive content

Fortunately, interactive content has never been easier to create. With our cutting-edge LeadDoubler platform you can do just that – double your leads! By turning existing files into engaging content in seconds, we can help you drive interactivity to achieve the ROI and conversions that you are really looking for. Our platform will also automatically inject leads generated from your interactive content directly into your marketing automation tools if required.

So get in touch today, and let’s start fuelling your marketing with dynamic and interactive content that will keep your customers coming back for more!

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