When we think of content marketing, we tend to think of the same kinds of content. Things like blog posts, white papers, videos, and social media posts. What probably doesn’t jump to mind is interactive content, and that means you could be leaving opportunity on the table.
Interactive content is exactly what it sounds like – content that your audience gets to engage with directly. Think of a graph or dataset that allows you to manipulate it, an interactive quiz that gives you instant results, games, or a mortgage calculator. The key to interactive content is twofold: being informative and being engaging. Your interactive content must have some type of useful information your audience is seeking, and it should provide it in a simple, user-friendly way.
Leveraging interactive content has many benefits. First, it helps drive clicks. Studies found that including interactive content within emails boosted the click-to-open rate by over 70%. Additional studies found that interactive content was more effective than traditional passive content at educating audiences, differentiating brands and driving shares. Give its success, it’s clear that interactive content needs to be purposefully added into your overall content strategy, not just put together when a good idea for a quiz strikes you.
To help you get started, let’s take a deeper look at how you should unleash your interactive content strategy:
1. Understand the Types of Interactive Content
There’s an incredible variety of interactive content you can use to engage with your audience. Here are some of the most popular:
- Quizzes and surveys – you see these all the time on social media. Game of Thrones websites may ask “which House do you belong to” and present you with the answer after you answer five questions. Think of your own audience and what they care about. If you’re a home improvement company, for example, you could present people with a dozen questions and answer “which home project is right for me?”.
- Datasets – LinkedIn has a great example of this. Their Career Insights tool allows you to select a university and instantly see where most of their alumni live, work, and what their job titles are. Selecting any of these data points lets you dig deeper. It’s likely that your company has access to data your own customers would find interesting and useful. All you have to do is identify what that information is and the best way to present it.
- Calculators – this is another great way to give your audience information in a simple way. Take a look at Zillow’s mortgage calculator. By entering four simple data points you get a complete breakdown of your potential mortgage payments. If you want to enter additional information, you may do so. What’s the biggest question people have coming to you? If you’re a business consultant, can you put together a simple calculator estimating how much time or money you can save them?
2. Revisit the Old Hits
When you’re first getting started with interactive content, the same concepts apply as always. Focus on your headlines to make the maximum impact. Ask for shares whenever possible. If you can, include a prize or giveaway to gain some traction. Once you get your content trending and relevant, it’ll be even more effective at drawing an audience.
3. Cater Directly to Your Audience
As always, the key to interactive content is knowing exactly who your audience is. What information will they find entertaining, informative, or even necessary? Your goal is figuring out how to let them interact with you to find even more relevant information. You’re not just making a suggestion, you’re letting them answer some questions and find the answer on their own. You’re not just providing data, you’re letting them sift through it. In the end, if the information is truly useful and intuitive to navigate, your audience will find and appreciate the content you put together.