What is interactive content?
Interactive content is content that requires active engagement from its consumers.
More than just a passive viewer, the individual becomes an integral part of a dynamic, two-way experience.
If you've been on the internet in the past 10 years, chances are that you've been consuming interactive content without even realizing. Social games, quizzes, interactive landing pages. This kind of content is becoming more prevalent in the world of media as traditional content types continue to decline in engagement.
Brands look to interactive as a means of gaining an edge over their competition. Audiences are more demanding than ever as they expect all content to be engaging, relevant, and accessible on any device at any time.
What are some examples of interactive content?
Interactive content comes in many forms. From interactive infographics and landing pages to quizzes and eBooks, the possibilities for engaging your audience are virtually endless.
Why interactive content?
Why are businesses investing more in interactive content now than they were in years prior? Because the numbers are clear: interactive content positively affects key business metrics for content programs up and down the marketing funnel. Due to the immersive nature of interactive content - potential customers engaging with a business will spend more time interacting with experiences that demand their attention and reward their participation. With stronger engagement metrics than static content, businesses can leverage interactive content to:
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Increase brand awareness and build a stronger connection with a business's identity through branded experiences.
Engage web visitors for longer and improve site metrics like: time on site, bounce rates and conversions.
Improve the quality and quantity of leads generated from content programs.
With more branded content being created every year, and the expectations of consumers rising exponentially as technology improves, it has become incredibly difficult for businesses to stand out from the competition. Interactive content helps brands narrow that gap and deliver results.
Interactive is more effective
81% of marketers agree interactive content grabs attention more effectively than static content.
81%
Agree
52.6%
higher
Increased engagement
52.6% higher engagement rates are generated by interactive content compared to static content.
Interactive content marketing
Brands utilizing interactive content to improve their marketing performance are doing so in a number of different ways. Interactive content is not just a tool for top of the funnel marketers focused on increasing traffic - any part of a marketing strategy that leverages content can be enhanced with interactivity
Marketers are applying interactive content to every part of the marketing funnel, from blog posts to sales decks. Explore the visualization below for other examples of how marketers leverage interactive content in their strategies:
Top of Funnel
Generate brand awareness and engage with prospective buyers with interactive content experiences.
Interactive Content Examples
Reports
Quizzes
Landing Pages
Infographics
eBooks
Articles