Interactive Content

Interactive Content
8 min read
16 February 2022

What is interactive content?

The concept of interactive content can be briefly described as any user experience with dynamic content that requires user interaction and leads to a deeper user experience with that content. Any content will work for this concept. Interactive elements such as demos, games, interaction videos, calculators, quizzes, e-books, etc. allow you to improve the shopping experience, collect the right information, generate leads and increase sales.

An understandable example of interactive marketing is the strategy of fashion companies that offer a 20% discount coupon to the customer after signing up for the company's email newsletter. You visit the site, provide certain information about yourself and - voila! You are given a discount coupon for your next purchase. Moreover, you will certainly use this coupon, because who would refuse a 20% discount on anything?! Below, we will explore the benefits of interactive marketing, as well as the reasons why you should apply some of the elements of its strategies in your work.

The value of interactive content

No one will deny that, unlike static content, which may no longer be able to cope with the marketing tasks assigned to it, interactive content allows you to improve key business indicators in content programs at all levels of the sales funnel. Interactive content is more effective as modern consumers increasingly have to deal with immersive content and interact with systems that involve reward mechanisms. Therefore, the presence of immersive interactive content in the marketing strategies of companies is rewarded by the fact that potential customers spend more time interacting with such companies.

Marketing using interactive content not only provides a more valuable customer experience, but also provides companies with important insights that can be used to shape their buyer personas, such as information about customer motivations, financial status, demographics, goals, and behavioral characteristics. This data can be obtained, including through surveys, quizzes (quizzes), tests or assessments. A great example of a tool for getting this kind of information is the Feedback Widget. In the Cinema8 system. With this feature, you will be able to learn more about your customers throughout their buyer journey. Having a well-defined buyer persona will give you a significant advantage over your competitors, as it will allow you to select content that is more relevant and relevant to your target audience without wasting precious time and resources on visitors who will never become your customers.

Any company should be very careful about the customer journey, especially in their marketing strategies. People generally enjoy being entertained, and interactive content is a very effective mechanism for providing that kind of entertainment. When a potential client is also having fun while visiting your site, he is more likely to become an active client of yours. That is, buy something from you. We're talking about conversion rates now. Anything that brings a customer closer to spending money with your company is good for your business.

By collecting data through immersive marketing tools, you gain a better understanding of your target audience, which allows you to create more content that resonates with your customers. This content targeting method allows you to position yourself as an expert in the eyes of your audience. And, the more your customers trust you, the more loyal they are to you and the more likely they will recommend your company to others. If you are aware of your place in the market among your competitors, then in the network you will have a real opportunity to take a higher position in this hierarchy.

The best part is that if done right, it won't be expensive! That is, you can significantly improve the ROI of your interactive content management platform.

Benefits of Interactive Content

There are many reasons why immersive content is beneficial for your company:

Engagement - Interactivity allows users to interact with your company in a variety of ways. People often share information about what they like. If your interactive content marketing strategy is effective enough, users will share your content on social media, comment on blogs, view engaging interactive info graphics, play games, watch interaction video, explore interactive maps, and more. All these interactions allow companies to both keep in touch with their loyal customers and establish it with potential customers, forming strong and sustainable relationships.

Lead generation - when creating content, it is necessary to provide opportunities for lead generation that is, attracting to the interaction of those people who, otherwise, would never have contacted you. By offering people free trials/use periods, demos, giveaways, competitions, etc., companies increase the chance of being contacted by interested contacts. Once these contacts become leads, the company can then send them personalized emails or communicate with them through other channels with the ultimate goal of converting.

Optimization – Since customer engagement is directly related to generating revenue, optimizing your site for customer interaction is crucial. We always want to believe that we know our customers well, but no company has a reliable image of its customer because it is dynamic and constantly changing. Changing the image of a typical client of a company is like a river that never stops in its movement. Here's an example of content optimization: you might notice that some pages of your site are being spent less time by visitors than other pages. You can then use heat maps to identify and fix problem areas on those pages. Another way to optimize content is to use calls to action (CTA). These calls to action encourage users to immediately take the action you want.

Brand Awareness - As mentioned above, an active and engaged community built around your company increases your brand awareness. The more extensive your presence, the higher the recognition. In fact, most marketers, both in the B2C and B2B sectors, claim that growing brand presence leads to increased sales. Therefore, the formation of interactive patterns of interaction with the company for your audience is a wise move, as it allows you to launch word of mouth regarding your products / services, which will cost you absolutely nothing.

Higher Average Session Duration – A study by Stanford University showed that sites with rich content types have a 34% higher average visit duration than sites with static content. And this is a huge difference! And it doesn't matter how good or bad your product is, if customers are not interested in your offer, no one will buy anything from you. Therefore, it is necessary to make sure that your content is interactive in one form or another. Otherwise, you will greatly lose in its effectiveness.

Better SEO performance - When search engines see that your site contains links to certain relevant pages on your domain, it signals to Index and Google that these pages carry value in relation to related keywords and phrases in search.

Higher Trust - According to research, 94% of Internet users, more than any paid advertising campaign, trust reviews posted by users like themselves. People like to read positive reviews, because such reviews serve as confirmation for them that they made the right choice. The Live Agent feedback widget is a good example of a customer feedback tool. In addition, today's consumers have great confidence in recommendations from friends, family members, colleagues, acquaintances, and so on.

Lower Bounce Rate – An article published by Kiss Metrics states that the majority of Internet traffic comes from two main sources: organic search results and direct links. However, only 9.9% of the site's traffic is attributed to organic search in the article, while direct links account for 90.1%. What does this mean? This shows how important it is for your site content to have a natural transition from one page to the next.

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