Interactive content is content that requires active engagement from its consumers. It empowers the individual to be more than just a passive viewer, but an integral part of a dynamic, two-way experience.
If you’ve been on the internet in the past 10 years, chances are that you’ve been consuming interactive content without even realizing. Social games, quizzes, interactive landing pages. This kind of content is becoming more prevalent in the world of media as traditional content types continue to decline in engagement. Brands look to interactive as a means of gaining an edge over their competition. Audiences are more demanding than ever as they expect all content to be engaging, relevant, and accessible on any device at any time.
In order to meet the rising demands of content consumers, businesses today are utilizing interactivity in their content marketing to maximize engagement across the board. Interactive content can take many forms and can be applied to any marketing programs that typically make use of content to deliver results. These are a few of the different types of interactive content businesses are creating today:
Why are businesses investing more in interactive content now than they were in years prior? Because the numbers are clear: interactive content positively affects key business metrics for content programs up and down the marketing funnel. Due to the immersive nature of interactive content - potential customers engaging with a business will spend more time interacting with experiences that demand their attention and reward their participation. With stronger engagement metrics than static content, businesses can leverage interactive content to:
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With more branded content being created every year, and the expectations of consumers rising exponentially as technology improves, it has become incredibly difficult for businesses to stand out from the competition. Interactive content helps brands narrow that gap and deliver results.
81% of Marketers agree that interactive content grabs attention more effectively than static content.
81%
66% of Marketers agree that overall audience engagement has gone up since implementing interactive content.
66%
Brands utilizing interactive content to improve their marketing performance are doing so in a number of different ways. Interactive content is not just a tool for top of the funnel marketers focused on increasing traffic - any part of a marketing strategy that leverages content can be enhanced with interactivity.
Marketers are applying interactive content to every part of the marketing funnel, from blog posts to sales decks. Explore the visualization below for other examples of how marketers leverage interactive content in their strategies:
Generate brand awareness and engage with prospective buyers with interactive content experiences.
Nurture and qualify leads with personalized interactive content streams to unearth your best prospects.
Educate prospects and close customers with powerful, interactive sales enablement materials.
To learn more about how you can add interactive content into your marketing strategy, check out the Ceros interactive content creation platform. Create, publish, and analyze interactive content experiences without writing a single line of code.