What is Interactive Content Marketing?
Interactive Content Marketing is using content such as an interactive infographic or interactive videos in order to create a unique experience for the user. These experiences are then analyzed through the reaction of consumers in order to gain insight into their current needs.
Since 2014, there has been increased usage of interactive content on the internet, in retail stores and on mobile devices. For example, Sports Chek has now upgraded all their in-store banners and signs for the use of interactive content. There are high graphic and colorful videos with text that appears with different visual effects to catch the attention of customers passing by and coming into their stores.
Why is Interactive Content Important?
Interactive content is the perfect blend of rich media, visual storytelling, and participatory narrative to keep your viewers engaged.
Brands are coming to terms with this reality, fostering tools that engage their audiences in an activity – answering quizzes, watching clips, or exploring scenarios. It’s the perfect way to capture the audience’s attention from the get-go. It can challenge individuals to think and respond – snoozing is no longer the preferred option.
Successful interactive content allows the user to dive in, interact, enjoy the process, and gain insight without feeling targeted. It requires discipline and a secondary focus on conversion rate optimization.
If you are developing interactive content, it’s best to gauge success by total shares or average session time instead of click-through rate. Just keep in mind that it’s not about you, and it’s not about the direct lead generation. It’s about providing value to an audience. Good interactive content marketing doesn’t use pop-up solicitations or underhanded sales pitches.
Building interactive content is an expensive alternative to traditional blogging, whitepapers, or even full content hubs. Not all brands are built to be publishers, and most brands are not equipped to easily build interactive content. Not only will brands need to come up with winning ideas and create the written content, but interactive content requires design and development expertise. It’s hard enough to keep a consistent flow of good, relevant, optimized content, let alone building interactive experiences. Expect nimble digitally-savvy brands and agencies to be innovative with branded web experiences and interactive microsites in the coming years. Brands and agencies with in-house creative, design and development and the willingness to invest more time and resources into content marketing will stand out and reap the benefits of their experiments.
Brands that are comfortable building for the user and not getting blinded by lead generation tactics will succeed with interactive content marketing.
3 Easy To Use Tools for Interactive Content
- Guides.co: Guides.co’s mission is to “connect people who know with people who want to grow.”In an effort to accomplish this, they’ve created a platform for users to create and share interactive guides on whatever they’re passionate about. The guides employ text, images, video, and embedded files to create a rich, participatory experience for the reader.By including a comment field within the guide, readers can share feedback and ideas to fuel meaningful discussions. This feature aims to promote a sense of community and open up a line of communication between guide users and consumers.
- ThingLink: ThingLink is an interactive media platform that allows users to bring their photos and videos to life through the inclusion of rich media links. By adding multiple engagement points to a photo or video, users are able to create a unique experience that encourages the user to interact with the content for longer. To demonstrate, take a look at how New York Magazine enables mouseover points to make additional content easily discoverable in their weekly roundup:
- Ceros: Ceros is a platform that provides users with the powerful tools they need to create high-quality, interactive content without having to rely on developers. Through the use of a drag-and-drop functionality, Ceros enables users to create six different types of content:-Shoppable Catalogs
All Ceros designs start simple and come to life through the implementation of interactivity and animations. To get a better idea of what to expect, take a look at these screenshots from an ebook made with Ceros:
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Brewer, J. (2017, February 25). Why Interactive Content Marketing is the Future. Retrieved March 28, 2017, from http://www.convinceandconvert.com/content-marketing/interactive-content-marketing/
Stec, C. (2016, May 30). 7 Easy-to-Use Interactive Content Tools You Should Explore. Retrieved March 28, 2017, from https://blog.hubspot.com/marketing/interactive-content-tools#sm.001h9bt4y10stcoyynv1eg1lwrcq2