Why Interactive Content Wins Audiences

Think about content that really draws you in and holds your attention. It needs to be well written and designed, of course. But content that also engages you, involves you, or asks you to do something likely keeps you on a website or mobile app longer.

In fact, interactive content can generate twice as much engagement, drive twice as many conversions, and garner up to five times more views than static content, according to marketing data from Outgrow.

That’s why interactive content and gamification have become powerful tools to help brands engage their audiences and create memorable experiences.

What Are the Benefits of Interactive Content?

Unlike static forms of marketing like traditional ads, technical articles, or blog posts, interactive content invites users to participate actively by offering experiences like quizzes, polls, product calculators, interactive maps, virtual product demos, and augmented reality.

From mainstream news outlets (Wordle, anyone?) to e-commerce, interactive content is a way to foster deeper connections and drive more meaningful interactions with potential customers and users. Interactive content can:

• Increase engagement: By encouraging active participation, it keeps prospects engaged longer than static content does. This leads to stronger connections with the brand and hopefully a better understanding of the core message. “Stickier” content also helps make complex or dry topics more exciting and understandable.

• Personalize the experience: B2B brands can use interactive content to deliver tailored experiences based on user input. This personalization helps address the specific needs and pain points of each prospect, improving the relevance and effectiveness of the message.

• Enhance lead generation: Interactive tools like calculators or assessments can gather valuable insights about prospects, making it easier to qualify leads. The data collected from user interactions helps brands understand their audience better and nurture relationships more effectively throughout the sales funnel.

Interactive Content Examples

A key reason behind the growth of interactive content is its ability to help companies capture and hold audience attention in an increasingly noisy digital space. This is often particularly effective on websites, mobile apps, and social media platforms where interactive content can be easily integrated.

Examples of interactive content and gamification are everywhere. Take, for example, a typical brand loyalty program. Users earn points with purchases or other actions (and often can track their points and progress in the brand’s mobile app), and reaching certain point levels results in rewards or prizes. This “gamifies” the experience and entices users to interact with the brand.

An example of interactive storytelling from a company that promotes zero net carbon fuels breaks the story into a road trip with three chapters and movie-like graphics. And in this example from a perfume brand, an interactive experience helps users learn about the scent profiles of their different fragrances.

At 2RM, we’ve created interactive content for our agency and our clients. One example is this match game concept that was used in an agency email.

Another example of how interactive content can be a game changer for B2B brands is at trade shows. We’ve helped clients create app-based scavenger hunts, interactive touch screen displays, and virtual product demos for their trade show booths. These tactics can help brands stand out on the busy trade show floor and capture leads.

Before you get started on interactive content, we’ve got four tips for success from our marketing pros.

Tip 1: Focus on Your Audience

Always ask yourself, “What does my audience care about?” It's not enough to serve up information; it should be framed in a way that takes their perspective and questions into account.

Tip 2: Develop a Plan

Creating something interactive just because it looks cool isn’t the best practice. It’s important to start with a storyboard or content plan that puts the message at the heart of what you’re doing. Figure out first what you want to say to your audience and let that guide you. The content can’t be an afterthought.

Tip 3: Don’t Assume It Has To Be Flashy

Don’t feel pressured to create something over the top or expensive just because the capability exists. Even simple interactive content, such as an online quiz or price calculator, can be effective. Some brands may see cost as a barrier to producing this content but it doesn’t have to be. There are a growing number of digital tools that make creating this content easier.

Tip 4: Think About Your End Goal

Are you happy if your interactive content garners attention and creates a positive experience with your brand? Or should it include a call to action that drives your audience to do something, like register their product or fill out a form? Think about your ultimate goal and how you can best lead your audience to take that action.

Deliver Your Message With Interactive Content

The bottom line? Interactive content can be used to tell a better story, grab audience attention faster, and hold it longer — ultimately helping you deliver your message in a way that resonates. Are you ready to create content that sticks? Connect with us today to get started.