Why Should You Be Using Interactive Content?

You’ve heard it before: It’s all about engagement.

Of course, that word gets thrown around a lot in marketing circles: engagement. What makes content engaging? Does it have to be interactive? Well, let’s take a look at a few facts.

1. More than 90% of online marketers currently use content to market their products and services. That’s a huge number. Moreover, they’re using all kinds of content, and it generally falls into one of two major categories: static and interactive.

“Static content” refers to files that do not change. It includes things like HTML files, images, and JavaScript. “Interactive content” refers to content that responds to user input. It can take the form of interactive graphics, video, animation, games, etc.

2. Interactive content consistently outperforms static content on all platforms. This is because interactive content provides a much more engaging experience. Think about it: There is a veritable sea of content out there all vying for your prospects’ and customers’ attention. Remember that 90% of marketers I mentioned? Well, of the remaining 10% who still haven’t hopped on the content bandwagon, 6 out of 10 say they intend to start using content as part of their marketing strategies within the next 6 months to a year. That brings us to our next point.

3. The level of competition you are faced with is fierce. How do you make your content stand out in that maelstrom of e-books, infographics, special reports, and case studies they see every day? Simply put: You take the interactive road. Yes, offer the special report. It’s a relatively inexpensive way to provide a valuable digital asset to your prospects. If you hire a copywriting company to write it, you’ll likely get even more mileage out of it. Next, though, you should follow up that special report with a live webinar or video series – something that gets the user involved with your brand.

People are more prone to listen to your message if it is presented in an entertaining way. Take sales letters, for example. Have you ever read one all the way through? Probably not. That’s why the formatting and placement of keywords and headlines are so critical to its success. I’m willing to bet, however, that you’ve sat through more than one well-presented video sales letter (VSL) from beginning to end.

“Sure these are great ideas, but how does interactive content really measure up against more traditional static methods?” Let’s find out.

Static vs. Interactive: The Straight Facts

Static content is a one-way street. It isn’t adaptable. It targets specific demographics but not specific users. Some of the most popular examples of static content include Web articles, blog posts, white papers, and even podcasts. The reader/viewer/listener has the same experience every time.

Conversely, interactive content adjusts itself to the behavior of the user, creating an experience that is truly personalized. Some popular examples of interactive content include surveys, quizzes, and polls. Put simply, interactive content creates a conversation between your brand and the user.

The difference between the experiences of interactive and static content is huge. Interactive content provides you with the opportunity to create experiences that hold the user’s attention longer and keep them engaged on a deeper level than any piece of static content ever will on its own.

That last phrase is key: “on its own.”

The most effective content marketing strategies include a healthy share of both static and interactive content. The reason for this is simple: Static content teaches your leads about you. Interactive content teaches you about your leads. Your static content should set the stage while the interactive content tells the story and gathers feedback from users on the quality of the message. It’s the static content that is going to get them to your site (well-crafted ad content, engaging headlines, interesting visuals, etc.), but it’s the interactive content that is going to drive higher click-through rates, shares, and conversions. People respond much better to your message when you talk to them as opposed to at them.

Interactive Content Facts

1. Interactive content yields as high as 400-500% more page views than static content.

2. Interactive content helps you know and understand your audience.

3. Interactive content raises conversion rates.

4. Interactive content attracts more leads.

The Bottom Line

Don’t think that you will be able to keep customers engaged long term with social media posts, blog posts, and email blasts alone. Your static content has to be seeded with good-quality interactives that keep your audience involved and engaged with your brand.