It’s been more than two decades since, Bill Gates coined the phrase “Content is king!” and the mantra is still very relevant today - after all, content is what drives the world of online. Creating valuable content is instrumental for acquiring and retaining customers. Moreover, consumers today are quite happy to consume brand content, with 90% saying they like the idea of businesses using custom content to engage with them online.
But it’s no longer enough to just offer interesting content, it needs to be both engaging and captivating for the consumer. This is where interactive content comes to play. Vastly differing from the conventional blog or whitepaper, interactive content calls for more than simply reading or watching. It requires actions to be taken by the online visitor, forming a two-way conversation between brand and consumer.
The best part? It has the power to facilitate better engagement between the content creator (your business) and the audience (your customer/prospect). In fact, 96% of people believe that content interactivity impacts buyers’ decisions as they go through their journey.
Types of interactive content
So what types of interactive content is out there? Like said interactive content requires two-way dialogue between your business and online visitors. This could be in the form of:
Interactive content for lead generation...
A recent study showed that people lose concentration after 8 seconds - that’s less than the attention span of a goldfish! So as marketers, we have a very limited amount of time to catch the attention of our online prospects (we hope we still have yours!). Interactive content has the power to do exactly this, by piercing through the abundance of static content online - and consumers agree, with 89% believing that this type of content is a great way for brands to break through the online content overload.
Yes, conventional content is still effective for establishing your business as a thought leader and increasing traffic to your website. The issue lies in converting those visitors to leads and with static content this opportunity is often lost. Interactive content can truly help you generate more leads by capturing those all-important visitors that you’ve already managed to attract onto your website - it has the potential to increase the number of incoming leads by 47%.
Not only that, it also helps with invaluable data collection. And as marketing professionals we need data - firstly, to understand our customers and secondly, to serve them as best as we can. The absence of data can make it difficult to create targeted content, making lead capturing pretty lousy. By implementing quizzes, polls, questionnaires etc. you provide a platform for your online visitors to efficiently leave feedback and further information, not just their contact details. So, essentially leads will interact with content that interests them and you get data to create more targeted content - a win-win for all!
Whether you are in marketing or sales, the quality of leads is also a top priority - getting the “cream of the crop”, so to speak. Providing interactive content ensures that your incoming leads are not only relevant, but supplied with the information they are looking for on your website. With giosg Interaction Designer producing different types of interactive content is made simple - no technical or coding skills are required to create and publish content. It allows you to create meaningful interactions, while simultaneously learning more about your online visitors.
So to conclude, content definitely isn’t dead - we’d just say “interactive content is the new king!”