The Content Creator's Guide to Interactive Marketing

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THE CONTENT CREATOR'S GUIDE TO

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Interactive Marketing

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After years of being bombarded with one- way advertisements, people are tuning out marketing content. An increasingly popular way for brands to develop more authentic relationships with their consumers is through interactive marketing.

What are the most common types of interactive marketing?

Interactive marketing can take many forms, and is a way to improve your content across the board. The applications are wide-ranging and can impact a number of marketing initiatives throughout the funnel. Depending on your brand’s needs, some methods might fit better than others. We’ll show you how pieces like calculators, quizzes, storytelling, interactive videos, and data visualizations can improve audience engagement with your brand. Read on for a deeper dive into these various interactive content types.

What do Quizzes and Assessments do?

They encourage active participation.

Gather data about users for your brand.

Help you save the earth from an alien invasion.

Both A & B.

They encourage active participation.

Gather data about users for your brand.

Help you save the earth from an alien invasion.

Both A & B.

Try again!

Though quizzes and assessments are a highly valuable type of interactive content that drives engagement while gathering important data, they won’t be of any use if aliens attack.

CORRECT!

Want to make your customers’ lives a little easier? Calculators help users estimate things like payments, cost savings, and pricing. Giving your prospects and customers the option to make calculations directly on your site also provides a layer of transparency and trust in your company's product or service. In terms of engagement, calculators are one of the most user-driven types of interactive marketing so the time an individual spends with your content will increase significantly.

Calculators

Don’t be intimidated by data! Data visualization transforms static data into dynamic content that’s easy to explore on the viewer’s terms. It involves finding a more eye-catching way to convey complex data to your audience. By adding interactive design to the visualizations, data becomes easier to understand and can be consumed by a wider audience. Data visualization is extremely versitile and can be used for anything from displaying yearly stock market trends, to showing the average number of cat videos watched per day.

mouse over for data

Interactive Marketing Example: Average Number of Cat Videos Watched Per Day

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Interactive Marketing Type: Storytelling

As humans, we are drawn to stories and interactivity makes them even more compelling. Storytelling uses interaction effects, animations, multimedia, and branching narratives to create a fully immersive digital experience.

Interactive Storytelling: George the Puppy

Interactive Storytelling Example: Herbert the Cat

It was raining, his favorite trees had already been marked, and he had to share his lunch with Herbet the cat (who smells horrible and isn't very nice).

interactive storytelling - sleeping girl and dog

interactive storytelling end - sleeping dog

Interactive videos allow viewers to choose their own path through the content and explore a story based on their preferences. Clickable elements within the video give viewers the unique opportunity to navigate through what they want to learn, and in what order. By making videos that are less passive and more hands-on, brands are able to deliver the personalized experiences audiences want and have come to expect.

Triangle grid - Interactive Marketing Guide Element

Interactive Marketing Guide Element - Triangle

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Incorporating Interactive into Your Content Strategy

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Find Stories that lend themselves to interactivity

Interactive marketing isn’t just about building engaging content. Looking at your interaction data on the backend can help you understand what types of content work best, which will help you create more effective assets in the future.

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Interactive Marketing at Different Funnel Stages

Interactive content has a prominent place in every funnel stage. Consider how you might integrate interactive components to help achieve your business goals at each stage.

Give Yourself a Budget and Time to Experiment

It can be scary experimenting with new content types when you’ve achieved decent results with static content. By designating a set budget and amount of time to devote to interactive marketing, you’ll ensure that you have the resources to innovate without skimping on your tried-and-true methods.

Not every story needs an interactive treatment. Data-driven stories, nonlinear stories, or stories that can be told with visuals are all excellent examples of content that can benefit from interactive design.

Use Your Learnings from Interactive to Optimize Future Content

Find Stories that Lend Themselves to Interactivity

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From calculators to videos, interactive content can help you create more engaging, personalized, and flexible digital experiences for your audience - while also driving stellar results for your marketing program. This kind of content is becoming more prevalent in the world of media as traditional content types continue to decline in engagement. Audiences are more demanding than ever as they expect all content to be engaging, relevant, and dynamic. Take a look at your business and find areas that interactivity can be injected into your current content marketing.

Summary

Triangle Element Interactive Marketing Background

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Dashed Box - Page 10 Interactive Marketing

Learn how you can build rich, engaging eBooks like this one with Ceros’ interactive content creation platform—no coding or QA required.

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