During these strange days
of uncertainty and confusion, businesses now need to utilise interactivity in their content marketing in order to maximize engagement with their current
and potential customer base. This interactive content can take many forms and be applied to any marketing programs that make
use of content to deliver results. Remember these 10 key points when creating engaging interactive content.
For digital design
Call to Action
All content should be created with a specific set of goals in mind. Perhaps you want the reader to buy your product? Perhaps you want them to give you their email address,
or perhaps you’re requesting the opportunity to set-up
a meeting? An interactive story that takes the audience on an adventure will encourage them to take the next step. At that particular moment, you’ll have free reign to ask your audience
to take a specific action,
so make sure that your calls to action are clear and strategically placed.
Having told stories for many years, brands now require the modern technology that will empower their stories in imaginative and non-traditional ways. While working with interactive content, make sure that you keep the above 10 key components in mind, ensuring that your stories inspire, amaze, and motivate your audience to continue to engage with your brand, and become loyal to your products and content.
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It makes sense that consumers will only want
to interact with your brand on their terms, not yours. They’re not glued to their devices waiting for you
to inspire them. With busy
lives and being constantly
on the go, this means reviewing content on
tablets and smartphones. Your content must render well on these devices. Failure to do so will leave consumers unengaged with your brand. It’s time to say goodbye to the one-size-fits-all content experience, and bid a fond farewell to the PDF.
What do you do when you hear about or read a great story? Typically, you’ll tell
your friends about it. When you create a digital brand story worth retelling, it’s important to make it easy
for your readers to share it on social media or through other channels such as Pinterest, Instagram, Facebook,
Twitter and LinkedIn.
Delivering personalised interactive content is now
a reality. In the era of big
data, there’s no end to
the information you can
use to influence the story being told and the content your customers see.
From net worth to location
to operating systems used, there’s a wealth of customer data waiting to be put to good use within an interactive content experience. By leveraging dynamically generated content areas, all kinds
of possibilities become available.
Although visual storytelling
is hugely important, don’t deprive your audience of
the opportunity to hear audio content. From podcasts to voice notes, audio messaging and storytelling is an on-trend and engaging format that businesses can and should make use of. Over
the past few years digital audio quality has improved considerably, being sharper and more immersive, dynamic and interactive than ever. Effective use of audio,
in conjunction with other storytelling and design components, will help you build a strong bond between your brand and your target audience.
Videocontent is an amazing component of any interactive experience. Creating a well-produced video will offer an immersive and unique storytelling format that encapsulates any existing text or visual content. Beautifully produced videos will illustrate concepts, themes and products in
a much stronger way than
the use of static imagery.
your audience to actively participate in the story
that you’re telling. Brand storytellers now have
a wide range of digital
tools through which they
can enhance their content, allowing readers to choose what they experience and when. Via touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been ableto before.
In order to gain and maintain your audience’s attention you will need to do more than just tell a story, you’ll also need to make it interesting, fun and engaging for the reader. Animations can catch the viewer's eye, evoke emotion, and create unique effects that leave the reader captivated and in awe.
A subtle use of animation can be deployed to great effect in order to enhance the content.
Do not underestimate the importance of great design!
It helps create a strong and emotional bond between the storyteller (your brand) and the audience (your customer or prospects). For any interactive content,
great design relies on outstanding high-quality imagery, perfectly chosen colours and typography
that creates maximum engagement with
The purpose of a story is
to engage audiences with
a clear beginning, middle
and end. This is where traditional websites fail, lacking the structure that lends itself to storytelling. Interactive content, on the other hand, is an incredibly powerful storytelling vehicle, promoting engagement and interaction while allowing your brand to tell its unique story in a variety of compelling ways.
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