Interactive Content – how it helps scaling your content marketing strategy

March 9, 2021
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If you’ve developed a content marketing strategy, you already understand the power of quality content. It’s a well-known fact that great content is the best way to gain leads and make conversions.

What you may not realize is that passive content is not as powerful as you think.

Interactive content has quickly become the most effective way to reach the reader, attract more leads, make conversions, and earn a loyal audience, and earn more money blogging.

In this article, I’ll go over the benefits of interactive content, how to create an interactive content strategy and useful examples that you can use for your site.

Let’s dive into it.

What is interactive content?

To put it simply, interactive content is content that engages the reader and boosts user interaction on your site.

Sites that have successfully implemented interactive content typically see far higher conversion rates than sites that only use passive content.

woman jumping

Think about it, sites like Buzzfeed that have embraced interactive content have gained massive popularity.

These sites have implemented entire sections dedicated to interactive content like quizzes, and for good reason. The benefits of interactive content are too great to ignore.

So, let’s talk about how interactive content can improve your website.

What are the Benefits of Interactive Content?

When it comes to interactive content, there’s one simple reason you should use it: interactive content performs better. 

In fact, a research shows that “interactive content, such as apps, assessments, etc. Generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.” With numbers like that, you would be foolish to ignore the potential of interactive content.

Part of the reason interactive content does so much better than passive content is that it improves the user experience.

For example, rather than simply scrolling through products or services, the user can take an interactive assessment to find the perfect solution for their needs.

In other words, interactive content makes it necessary for the customer to interact with your website. This is a win-win situation. The customer gets an interesting, personalized experience, and you get important information about the customer. This, in turn, leads to better conversion rates.

Happy sales person

Enough talk, let’s get into exactly how you can implement interactive content into your content marketing strategy.

How to Use Interactive Content to Boost Your Content Marketing Strategy

According to Oracle’s guide to interactive content, using interactive content to scale up your content marketing strategy is actually fairly simple.

The key to using interactive effectively is to understand your reader and where they are in the buyer’s journey.

Luckily, you can improve your conversions simply by using interactive content to target these three stages:

person Going up stairs

Awareness

This stage is all about providing answers. The reader is looking for well-researched, unbiased solutions to a particular problem. It’s your job to guide them in the right direction. In terms of interactive content, think quizzes, polls, and surveys.

Evaluation

The second stage is mainly about narrowing down choices. In the first stage, you identified the problem and provided a few possible solutions. At this stage, you should help the reader refine these solutions and get ready to make a final decision. Interactive infographics are a great tool for this stage.

Decision Making

As you may have guessed, this last stage is where the conversions happen. After interacting with the content in the previous two steps, the reader should be ready to make a choice. This is where you’ll want to implement an interactive feature that highlights products or services. One effective form of interactive content for this stage would be an interactive photo gallery.

photo gallery

Alright, so now that you understand the general idea behind an interactive content strategy, let’s take a deeper look into specific types of interactive content.

Examples of Interactive Content

These are the best examples:

  • Quizzes and Surveys: People are naturally drawn to this type of interactive content because it provides an easy solution to a problem. Quizzes and surveys not only help guide the reader towards a purchase, but they also help you gain useful information about your audience.
  • Infographics: You may have some experience with infographics already, but did you know you can make them interactive? By simply implementing moving elements such as flipping panels, you can take your infographics to the next level.
  • Interactive Pictures: This is another simple way to turn passive content into interactive content. Take your pictures and implement interactive elements to highlight product or service features.

woman taking pictures in a gallery

  • InteractiveImage has a great tool for turning your pictures into a piece of interactive content. This is a great way to boost product galleries.
  • Calculators: An often overlooked form of interactive content. Incorporating a simple calculator that highlights the value of a product or service can seriously increase your conversion rate.
  • Assessments: Think of assessments as a more in-depth quiz. For example, have you ever signed up for a subscription box and answered a series of questions about your preferences? That was an assessment.

You can create interactive, graphic assessments to help the customer and get additional information about the user. Information you get from assessments and quizzes can be used in a product recommendation engine to create personalized product suggestions.

Woman filling an assessment in a car

Last Advice

Now that you have an idea of how to use interactive content, you can craft a strategy for your own business. Keep the three stages that I have outlined in mind as you design your interactive content.

Remember, the goal of using interactive content is to provide a more interesting user experience, gather user information, and in turn, improve your conversions.

Use the examples above and create your own unique pieces of interactive content. With these steps, you can take your content marketing strategy to the next level.

About the author

Jon is a content marketing expert and founder of jontorres.com, a blog dedicated to teaching others about affiliate marketing and SEO. Jon writes about his experience in web-based entrepreneurship and digital marketing.