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What is Interactive Content?

3 min to read

Interactive content refers to digital media that requires engagement on the part of a user versus passive viewing.

This is very much like the difference between reading a book and playing with video games — one you just watch, the other you are part of. This engagement is very active, and as a result, the content they interact with tends to stick.

Deep Dive:
Look deeper than the superficial. Interactive content involves more than just quizzes and polls — it includes anything that requires your audience to participate in some way, from interactive maps and 360-degree videos.
Key Takeaways:
  • Interactive content should impact lead generation and brand loyalty
  • Experiment with tools available online for creating interactive content
  • You can make your online presence more effective if you provide interactive content
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What is Interactive Content?

Why is interactive content important?

Providing interactive content is indispensable if the goal is to capture the attention of a disputed user who is naturally surrounded by an avalanche of information.

Before, audiences would consume content passively in contrast to now where the offering of interactive and relevant content is more abundant. Involve the users in your creations and observe the long-lasting effects on them.

The interaction between the website visitors and your brand may lead to improved information retention and brand recall. Both naturally impact conversion and lead to the meeting of your marketing objectives.

Deep Dive: 
Interactive content may offer a way of attending to entertainment demands, possibly affecting the connection with your viewers.

How can interactive content add value to content marketing?

Interactive content marketing can: 

  • User experience: UX can be impacted through interactivity, as interactivity provides more opportunities for users to interact with the product or service.

  • Generate leads: Quizzes and calculators can serve as means of user data collection.

  • Break complex data: Interactive infographics aim to present complex data in a format that is easily understood.

  • Drive conversions: Customized product suggestions help encourage the user to purchase something.

  • Build brand loyalty: Users associate more deeply with brands when they provide unique experiences.
Pro Tip: 
Do not simply produce interactive content for the sake of it, but rather ensure that it corresponds with the marketing objectives and audience segment you want to achieve.

What are the different types of interactive content?

Interactive content can be delivered in diverse forms. Here are the most common ones:

  • Quizzes and polls: These are interactive tools for assessment and engagement.

  • Calculators and configurators: Aids in the users’ decision-making process.

  • Interactive infographics and maps: Use visual elements to present information in an accessible and compelling format.

  • 360-degree videos and virtual tours: These experiences immerse the user in the context whether it is a city street, a museum, or a donut shop.

  • Games and simulators: They provide both leisure and educational value.
Deep Dive:
Try out different types of interactive content and see how your audience responds to each one.

How do you create interactive content?

Below you can find examples of platforms available online designed to facilitate the creation of interactive content:

  • Platforms that require no-code knowledge: Ceros, Outgrow, involve.me (these are drag-and-drop platforms).

  • Tools for content creation: Canva, Visme, Prezi (these platforms add interactive features to your creations).

  • Tools for specific tasks: Typeform (you can add quizzes to your website), Apester (polls can be added), ThingLink (for interactive images).

Even though this is a good list to start from, stay tuned with trends and always do some research before choosing one that suits your brand.

Deep Dive:
Technological advancements allow online platforms to provide interactive tools that enable individuals to create and publish interactive materials without requiring sophisticated programming abilities.

Conclusion

While research suggests that interactive content may positively impact audience engagement, more studies are needed to confirm its effectiveness and identify best practices. Even if it sounds unrelated, the fact the user feels comfortable interacting and playing with your content makes them more inclined to spend more time on your website, which should impact SEO outcomes, as well as make them willing to partake and consume what you offer. The option of using interactive content should be considered within the context of your marketing strategy development.

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