In an infographic about Michael Phelps designed by Infographic World, users can click through to learn more about the swimmer and his achievements.
The amount of content available on the Web overwhelms most people, yet 76% of marketers plan to create more content this year, according to the Content Marketing Institute. The burgeoning number of blog posts, infographics and videos may outstrip the limited supply of interest in what some warn is an approaching “content apocalypse.”
Interactive content might be the secret weapon for winning the fierce competition for viewers’ attention. Interactive content is anything that requires the viewer’s active engagement. They must do more than just read or watch the screen. Viewers, or “participants,” receive personalized results for sharing their information or opinions. Marketers can attract and engage their audience, collect customer data, and gather sales leads. The disadvantage is that interactive content requires more resources to create, but proponents say it is well worth the effort.
Interactive content is the future of content marketing, asserts Arnie Kuenn, CEO of Vertical Measures. “While your current content marketing strategy with PDF and streaming content may be producing results, it’s only a matter of time before a competitor starts using interactive content — best beat them to the punch,” he writes for Marketing Land.
These are common types of interactive content.
Quizzes. People take quizzes to test their knowledge on a topic or for their amusement. Self-assessment quizzes can rank users on almost any topic. Business users can take quizzes to find answers and solutions to problems. For instance, a sunglasses company can quiz customers on their facial features, likes and dislikes to find sunglasses that are best for them.
Polls and surveys. Polls and surveys can take different forms and meet many needs for both the creator and user. “The subject of the poll or survey gives users a glimpse into your areas of expertise,” explains Barry Feldman of Feldman Creative for Kissmetrics.
Contests and games. The potential for creativity in interactive games is unlimited. Although gamification requires greater investment, proponents say it’s worth the effort. Magnum Ice Cream’s Magnum Pleasure Hunt, a flash-based interactive game, went viral, drawing millions of visitors to Magnum’s website. Interactive case studies have engaged consumers and business professionals for many years.
Calculators. Banks offer calculators to predict customers’ monthly mortgage payments. ROI calculators allow users to calculate the potential return on an investment. For example, HubSpot’s ROI calculator asks users for information about their website and business performance, and returns the projected increase in revenue Hubspot’s marketing software can produce.
Infographics and whitepapers. Users can click on sections for more information. In an infographic about Michael Phelps designed by Infographic World, users can click through to learn more about the swimmer and his achievements. Infographics and white papers can also include interactive quizzes and self-selected journeys, similar to “choose our own adventure” experiences.
Video. Interactive video can incorporate interactive elements directly into the video. They can include calculators, questions, and hotspots that send viewers to other video sections or launch websites.
Standard marketing practice entails a call to action that links to a landing page form that visitors complete in return for a white paper or other asset. Unfortunately, website visitors find that some content is not worth revealing their contact information, Kuenn says. Instead, consider a “freemium” model that offers quizzes, games and other interactivity that first builds trust with customers before you request their information.
Bottom Line: Interactive content can be a powerful tool for attracting customers and soliciting leads. Although interactive content requires more resources to create, it can help marketers win the difficult competition for viewers’ attention.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
This is great information. If interactive marketing is the future, I am going to get a jump on it now. Build my base before it gets crazy. Thanks for sharing!