The digital world keeps changing. Whereas it was enough to present users with text or graphic content some years ago, todayโs users expect more. Present-day users are more active; they do not want to be just recipients of the information. This is where interactive content comes in. Quizzes and polls, Infographics and calculators among others have made interactive content a great way to achieve greater engagement, longer site visits, and deeper connections with the audience.ย
In this blog, I will focus on the interactive content aspect and how it can be used to drive engagement and thereby improve your digital marketing efforts with tips on how to create such content.
What is Interactive Content?
Flight Training Device (FTD) is defined as all types of content that cannot be processed by users as spectators, i.e. users have to participate in the processing of such types of content. Unlike the classic content (e.g. a blog or a picture) which the user consumes, the interactive content invites the user to push buttons, type something in, or make selections which makes it distinct and memorable.
Types of interactive content:
- ย Quizzes/polls
- Video activity
- Calculator like those used for mortgages
- Tests – Fitness tests and diet tests or diagnosis tests
- Infographics/ Maps
- Tactics – amusements or Skill contests
Interactive content has a degree of interactivity in that it includes participation by users which makes the experience more engaging and enhances recall and conversion rates.
Why should interactive content be employed as part of a digital marketing strategy?
There is a specific reason it is necessary to incorporate interactive content in your marketing strategy.
- Encourages Some Attention: Interactive content provokes interest and makes the user remain on the site or social media for longer.
- Brings More Returns: Users can be steered down the funnel more effectively when personalized experiences are offered.
- Enhances The Overall Satisfaction Of The Users: Interactive features allow users to play, learn or find something useful which is rewarding and helps retain them.
- Increases Social Reach: Quizzes, polls or games which are entertaining or informative attract people to post them enhancing your reach.
- Lead creation: It is possible to collect user data, give them assessments, and do all sorts of nifty interactive devices like calculators for the sake of ‘assessing’ users.
Now, letโs look at how you can create engaging interactive content to supercharge your digital marketing efforts.
1. Create Interactive Quizzes to Spark Curiosity
Okay, I see how and where you are going with this – it is known that people enjoy quizzes, and it becomes even better when results or insights come about in a more personal way. Quizzes do not limit to entertainment but are sources of different information to your audience. For example, a digital marketing agency would have the following possible quizzes created; โHow Good Are You At Digital Marketing? or โWhich type of Social Media would best Suit your Business?โ
How to Create:
- Use a Tool: It is possible to develop fun and mobile responsive quizzes and activities using sites like Typeform and BuzzFeed.
- Make it Relevant: Your quiz subject should be relevant to their audienceโs interests or woes. Provide some relevant information or remedy as the outcome of the quiz.
- Lead Generation: Address collectionโthe numbers the graph shows may also include emails in exchange for giving more in-depth results.
Pro Tip:ย
After the quiz has been completed, add a call that invites them to see products/services that match their quiz outcome.
- Use Polls and Surveys for Real-Time Feedback
Polls and surveys are great to get insights and feedback from the audience. They enhance maximization of user participation within the shortest time possible which makes the users effective and appreciated.
How to Create:
- Social Media Polls: On Instagram, Facebook, Twitter, and Linkedin, there are simple-to-use sets of polling features. Put across some interesting or related to the industry questions that need responses.
- On Your Website: Place providers of the opinions or views box or short questionnaires on the home page of the law firmโs website offering the firm’s services in order to find out the preferences or taste of the users as regards new products or services or ideas.
Pro Tip:ย
Polls and surveys should provoke conversations in social media networks or assist in creating content for publication later on. For example, when there is a question saying, โWhat digital marketing trend are you looking forward to embracing in the year 2024?โ the responses to such questions may give birth to a blog post later on.
3. Develop Interactive Infographics for Visual Storytelling
Although infographics are good in their own right, the use of interactivity takes infographics a step further. Such infographics allow the viewer to interact, e.g. click, scroll, hover and be able to retrieve more pieces of information from them hence making a complete story.ย
How to Create:ย
- Use Tools: There are websites such as Infogram or Visme which allow the creation of interactive infographics.ย
- Focus on Engagement: Incorporate interactive sections such as links and videos, animations and so on in or on them, in order to reduce boredom and sustain interest.ย
- Offer Value: Always make the infographic audience-centric in that it helps as an explanation of trends in the given industry or breaks down information that is difficult to comprehend due to its volume e.g. infographics.ย
P.S. Guided Infographics should be shared through social media platforms and email campaigns, with an emphasis on urging the audience to seek out the information.
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- Provide Interactive Calculators and Toolsย ย
Everyone enjoys tools that give instantaneous, customized feedback. This is why incorporating calculation tools or other resources is essential – users will be able to make decisions, mistakes, or solve problems and your brand will gain recognition as the leader of the specified niche.ย
How to Create:ย
- Sample: An ROI-Business Case ROI D C L TV B S A depreciation investment calculator of a specific ad spend for digital marketing.ย
- Use Tools: Websites such as Outgrow or Calculoid empower you to develop audience-focused calculators because you can design any that you want.ย
- Optimize for Leads: Encourage users to provide their email addresses, so they can obtain their personalized results or a customized report.ย
Useful Tip:ย
Remember to embed or insert your calculator or tool on your siteโs homepage or relevant articles as a call-to-action button.
- Enhancing User Engagement with Meaningful Use of Interactive Videos
While video content is itself very effective and entertaining, interactive video takes it further. In an interactive video, the audience is able to make a choice, answer a question, add an item, or click on any aspect of the screen to manipulate the video.
How to Create:
- Use Tools: Tools such as Vimeo or Wirewax enable the production of interactive videos in which the viewer can shop, make choices affecting the outcome of the video, or click additional information.
- Include a CTA: At certain points during the video, encourage audience interaction by incorporating CTAs to be clicked which will direct them to particular offers or landing pages.
Pro Tip:ย
Use interactive videos for the purposes of product demonstration or even tutorials, and customer testimonials. This transforms a passive audience into an engaging one.
- Organize Interactive Webinars and Live Q&A Sessions
Webinars and live Q&A sessions can already be considered engaging experiences, but they can be made even more engaging by allowing the audience to participate in real time. Interactive webinars enable users to ask questions, answer polls and participate in live surveys.
How to Create:
- Use Platforms: Zoom or GoToWebinar are examples of tools that have interactive features such as Q&A and polls that enable users to interact with the presenter.
- Promote Engagement: During the entire webinar, intersperse the session with requests for opinions and questions from the audience.
- Record for Replay: In case any viewers could not attend live, record the session, and make the interactive features available in the replay DVDs by embedding polls and surveys.
Pro Tip:ย
Based on the information gathered while conducting the webinar e.g. polls and questions asked, customize the content or the email sending to other participants on the later dates.
- Create Engaging Content using Gamification
Gamification has a very interesting โ nearly addictive โ aspect because it enhances the content in a competitive way. By adding some fun elements in the content like people can be incentivized to complete a task actively engaging with the message, the brand, or the product.
How to create:
- Example: I came up with the โDigital Marketing Challengeโ where I awarded badges for completing different tasks which in this case included videos, readings or engaging in social media.
- Use tools: Certain tools like Kahoot or Quizizz not only allow you to create the content but also execute it in a manner that is interactive and where games are incorporated.
- Track Progress: Leader boards, prizes and or certifications can be incorporated to ensure that the players finish the game or work on the challenge.
Bonus Tip:
Gamified content can also be added to your brandโs social media campaigns so that there are more engagements and enthusiasts towards the brand.
Conclusion
Use of interactive content is important in captivating the audience, enhancing the experience and creating conversions. It is also a far more effective way to use marketing as it incorporates polls and quizzes, calculator tools and interactive videos which creates interesting and memorable activities, thus making users engage with the brand for a longer period.ย