5 Types of Interactive Content That Can Transform Your Marketing
Eighty-one percent of marketers say interactive content is better than static.
PHOTO CREDIT: Getty Images
Interactive content is here to stay, and it holds huge potential for brands.
Just take a look at the ubiquitous BuzzFeed quiz. Digiday reported that 96 percent of all sponsored Buzzfeed quizzes on the site are completed. What's more, a 2016 Content Marketing Institute (CMI) study found that 81 percent of marketers say that interactive content is more effective than static content when it comes to grabbing consumers' attention.
If you're still not convinced that interactive content is an essential component of any marketing campaign in 2019, check out the top five types of interactivity that marketers are using today, according to the CMI.
5. Interactive Assessments
Assessments ask users to answer a set of questions, then make personalized recommendations based on their answers. It's a great way to help users discover which of your products or services is the best fit for them -- or if your product is right for them at all.
Assessments are most effective during the early stages of the buyer's journey, when you're still building awareness around your product or service.
Because assessments incorporate specific information about a consumer's life, people tend to place more trust in the recommendations that they make. Just be sure that your assessment is truly helpful, and doesn't just deliver the same result no matter what their answer is. Building trust is absolutely essential in marketing today.
What are the keys to BuzzFeed's success? As the company's creative brand strategist and managing editorial director explained to Digiday, successful quizzes:
Target specific audiences
Incorporate visual elements
These quizzes not only boost engagement -- they also help you get to know your audience. So the next time you construct a quiz, ask yourself what you'd like to know about them. You may gain some essential insights.
Chances are, you've already used an interactive calculator. Maybe you've calculated what your monthly payment on a particular house would be, or maybe you've added up where your retirement account will be in 30 years. Companies such as TurboTax and Zillow have incorporated such functionality as an essential part of their interfaces, and it's already become hard to live without.
If you're thinking about building an interactive calculator, focus on creating something truly useful to your target audience -- and, ideally, something they can use again and again. They'll start looking to your company as a resource for trustworthy information.
Marketers surveyed by the CMI report that contests are the most effective type of interactive content you can use. Three in four marketers recommend using contests at the earliest stages of the buyer's journey.
Interactive contests might include raffles or giveaways. They might offer people a chance to win a prize if they refer a friend to your product or service. Or they might involve a photo contest where people post their responses on social media or on your site.
For this reason, when it comes to interactive functionality, contests can be relatively low-tech and low-budget. You'll just want to make sure the way they interface with you is smooth and fun, and that what you're offering is worth the effort.
1. Interactive Infographics
The popularity of interactive infographics has seen huge growth, with 52 percent of marketers using them in 2017, up from 44 percent in 2016. Marketers report that they're great at both the early and middle stages of the buyer's journey.
Interactive infographics convey potentially complex information in a simple, elegant way through the use of charts, graphs, and illustrations. Users are encouraged to interact with the data, which can actually be personalized to their interests or needs. For instance, in an interactive map that my company, Killer Infographics, created for California nonprofit the Solutions Project, you can click on only the states that interest you most. Data for every state would be way too much information to fit into a single infographic, and a series of 50 infographics would be unwieldy. Interactivity offers an elegant way to help users quickly find what they're looking for.
One or more of these types of interactive content could yield huge advances for your marketing efforts. With more and more consumers demanding a personalized experience, interactive content offers up the perfect way to keep them engaged.