One of the newer trends in digital marketing is interactive content. Be it through website design, social media posts, or other media, companies are using interactive marketing to draw in their audience and engage them more effectively. But, why is this new trend so popular, and are there any interesting interactive content ideas that you can use for your company? Well, that is what we are here to help you discover.
Why is interactivity important for marketing?
Before we jump into various ideas for interactive content, let's first try to understand why interactive content is so important, and why it will be a vital part of future marketing efforts. The reason for this is two-fold.
First, marketing has never been as present in the digital world as it is now. There is hardly a website out there where you won't see a piece of marketing content. Companies are constantly finding new ways to promote their brand and push their content. Because of this, people usually learn how to tune out marketing content. Some of it does stick. After all, no one is immune to marketing. But, the more time people spend in the digital world, the better they become at ignoring content that seems to promote something.
People tend to either ignore standard marketing content, or be annoyed by it.
This is precisely where the second aspect comes in. The best way to imagine this is that people have developed metaphorical goggles for passively reading through content. While these goggles are on, they avoid any marketing content that comes their way. But, what interactivity does is that it activates a different part of their brain (that part that is not used for mere passive observation).
Because they interact with your content, they immediately feel more engaged. And because they are engaged, they lose their goggles. This makes them open to new ideas and recommendations, which is a dream for any marketing manager. So, it should be fairly easy to understand how important interactive content is for marketing and brand promotion.
Our pick of interactive content ideas
With this in mind, let's take a look at some of the ideas for interactive content that we feel will engage your audience in the most effective manner.
1. Interactive quiz
One of the things that website managers often struggle with is gathering customer data. Sure, you can monitor their behavior and try to predict their purchase needs. But, what if you can convince your customers to give you their info on their own accord?
People will be more then happy to share their info with you, especially if they get something out of it.
Interactive quizzes are a great way to start building a relationship with your customers. Keep in mind that most customers do not want to fill out a quiz for you. But, if you give them a discount for doing so, they are more than likely to go through with it, even if they don't plan on buying.
Through your quiz you can incorporate various content, be it CTA or standard promotional info. And, since they will most likely be focused on giving decent info, your customers are bound to follow along.
If you do plan on adding a quiz on your website, we suggest that you use one of the following tools:
2. Surveys and polls
As a marketing manager, it is important that you understand the basics of emotional intelligence. For instance, people feel an emotional attachment to something they work on. Therefore, if you can make them feel that they contributed to your company, you can be sure that they will feel much more of a connection with it. How are you supposed to have them contribute? Simple. Ask for advice.
Through surveys and polls, you can have your customers give you direct feedback about your products and/or services. Even if it simple ideas regarding company development, you can still ask your customers for their opinion.
Of course, you need not always follow their advice, as they cannot possibly always give you the right answer. But, if you do not follow, make sure that you give your customers a decent explanation as to why you didn't. The more valued and knowledgeable you can make your customers feel, the more willing they will be to do business with you.
For creating surveys and polls we suggest that you check out:
- Survey Gizmo.
A simple star rating after a business interaction can be all you need to get customer attention. The idea is that because you guide them to assess you, they will inevitably think about their experience with your company. By doing so, they let their guard down (the goggles we mentioned before) and give your content some extra time in their mind. So, while the assessment itself may not mean much, it does help keep your brand on your customers' minds for longer.
The main goal of all interactive content ideas is to have customers actively think about your brand.
When it comes to assessment tools, we recommend:
4. Interactive calculators
If you run an online shop where you implement various discounts, you should look to implementing an interactive calculator. Know that by default your customers will expect that you calculate everything for them. But, what they won't expect is that you outline each discount they get.
And, furthermore, how they might get more. Never underestimate the thriftiness of a customer, even if they are quite well off. Everyone likes to spend money wisely and informatively, which is why interactive calculators are always a good idea.
Furthermore, keep in mind that besides calculations, you can also use calculators to promote your content and your brand. Calculators will naturally guide the attention of your customers to them. This means that if you place your brand or some other piece of content next to them, your customer is bound to notice it.
If you wish to implement interactive calculators, there are two you should definitely check out:
- Calculated Fields Form.
- Formidable Forms Calculator.
5. Web stories
The last of our interactive content ideas are web stories. Now, it is important to mention that, interactive web stories are a fairly new marketing tool. While stories, as a type of content, have been around for a while, only recently have they become truly interactive.
By combining engaging images with informative content you can effectively interest your customers and have them interact with your stories. But, if you want to make the most out of them, we strongly suggest that you study visual storytelling, and how to best use it for marketing.
Once you do, you can easily set up your stories so that they are in line with your brand and your current marketing needs.