How to Leverage Interactive Content for Marketing

Posted on September 1, 2020 by in Marketing | 4 comments

How to Leverage Interactive Content for Marketing

Are you interested in boosting engagement across your brand’s online platforms? Interactive content can help you liven up your online presence and boost your marketing strategy.

Using interactive marketing content can help you keep your current audience engaged, as well as draw more attention to your brand. Interactive marketing content can help you to bring more audience members into your sales funnel. It can also help to boost your sales, whether you offer a product or service.

If you’re ready to learn more about what interactive marketing content can do for your brand, let’s jump right in.

What is Interactive Content?

The idea of interactive content is simple: it’s content your audience can interact with. Types of effective interactive marketing content include surveys, quizzes, polls, interactive video, calculators, images, and other similar features.

Here are several examples of interactive marketing content you’ve likely seen around the web:

  • An opinion survey on social media that boosts engagement on that particular platform
  • Shareable quizzes that give your audience members particular insights about themselves, with actionable follow-up advice
  • Pricing calculators that help users estimate a price range, such as rate calculators on a real estate website
  • Interactive video on social media or your website that allows viewers to click through on a call-to-action (CTA)
  • An instant quote from a company that offers a particular service, such as insurance or home renovation

In addition to boosting engagement, leads, and sales, many types of interactive marketing content can be evergreen–meaning, you can use them over and over again. Interactive marketing content can also be used to:

  • Educate your audience
  • Gather information about your audience
  • Introduce your audience to your brand, methods, or strategy
  • Draw your audience into your content
  • Bring viewers into your sales funnel

How Interactive Content Works

When applied to a marketing strategy, interactive content can dramatically boost engagement and brand awareness. When you create pieces of content that are attention-grabbing, as well easy and fun to share, your followers will be more likely to share that content, too.

Sometimes, interactive marketing content can be widely shareable to gain new followers, especially in the case of quizzes and open polls. Other times, it works within a brand’s funnel or established audience in order to keep readers or customers engaged.

Interactive marketing content performs better than content that is static. In fact, 91% of B2B consumers would rather see interactive marketing content when they shop or browse online. Interacting with content is more active, rather than passive content that only requires scrolling and reading. That’s why it generates five times the number of views and twice the number of conversions, too.

To add to these mind-blowing numbers, 96% of users who start BuzzFeed quizzes finish them. And, one quiz on BuzzFeed boasts an impressive 22 million views. In addition, BuzzFeed quizzes are a great example of highly shareable content, especially on social media.

Interactive content works well on websites and in social media posts. Websites can host tools such as quizzes, surveys, polls, interactive video, and calculators. Platforms such as Instagram Stories, Twitter, and Facebook offer interactive polls and Q&A features.

How to Utilize Interactive Marketing Content in Your Strategy

There are many ways to use interactive content as part of your overall marketing strategy. Let’s take a look at a few options.

Give Your Audience Actionable Information They Can Use Right Away

You can use interactive marketing content to teach your audience about your unique approach to your market or expertise. In many cases, it can provide the first breadcrumbs that give your audience actionable insights and draw them into your funnel. This content can serve to give users a bit of information for free, that they can use immediately to improve an area of their business or life.

A great example of this is Kaye Putnam’s Brand Personality Quiz. Users who want deeper insights into their own brand personality can start with this free quiz on her site. Quiz results reveal useful insights into a brand’s signature blend of archetypes, as defined on Kaye’s website. But beyond that, they walk away with detailed information they can use to guide their brand voice and aesthetics. If they want, they can get their results delivered to their inbox, subscribing to further insights from the brand in the process.

Give Users a Starting Point with Your Brand

For many users, interactive content is a point of entry into doing business with a particular brand. Insurers and real estate companies use online calculators to provide a free rate quote. Users get started by submitting their information for a quote, and are often then moved into an interaction with a member of the sales team for more details about the service.

Gather Important Information About Your Audience

Use polls and surveys to gather important information about what your audience responds to, and what they’re looking for. Surveys are quick, easy, and often fun to answer. They can also reveal details about your audience that can help guide your brand or your content offerings.

Get More Traction on Social Media

Interactive, shareable content can get your brand more traction on social media. Interactive content is highly shareable, especially quizzes and polls.

Encourage your audience to share this type of content with their friends. Provide social sharing links for them to use where you’re able, to make it a no-brainer for them.

Add New Members to Your Funnel

One piece of interactive content can attract new audience members to the rest of your content, or even your product or service. You can create an interactive lead magnet or an eye-catching piece of interactive marketing

Wrapping Up

Interactive content performs well, attracts attention, and can ultimately help you grow your audience and make more sales. Additionally, it’s often fun and easy to share, so it has a high likelihood of being seen by many users.

Integrating interactive marketing content into your marketing strategy is easy. It can help you significantly boost your brand awareness and your audience engagement. Best of all, you can integrate it into your strategy without having to make a large investment.

Have you ever used interactive content in your strategy? Do you plan to in the future? Let us know in the comments section–we’d love to hear from you.

Featured Image via Leonid Zarubin / shutterstock.com

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4 Comments

  1. Can I use this for a travel blog?

        • Ishita, there are several different ways you can use interactive content for a travel blog. A few things that come to mind are…

          – Interactive quizzes (“What destination should you visit next?” or “Which ancient wonder of the world are you?”) – there are quiz builders out there that you can use to make these.
          – Surveys where you ask questions of your audience and learn their travel interests…then you can create some content based on topics they showed the most interest in. OR, you can gather information like their favorite travel style. Survey results can be used for so much to tailor your brand and offerings to the people who follow you.

          Hope that helps with a little inspiration! Thanks for reading.

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