Creating Content That’s the Life of the Party
Creating content marketing is a little like playing party host. Instead of just talking at your guests, the best content marketing engages in two-sided conversations, helps guests connect with each other, and maybe even invites them to play a game or two to keep things lively.
Interactive content can help you do just that. By interjecting quizzes, polls, and calculators into branded content, you’re not just presenting static information – you’re making it feel more real and relevant, prompting people to interact and connect with your brand on a deeper level.
Why Interactive Content Marketing Works
Interactive content is now a must-have tool for marketers. According to Forbes, the number of businesses incorporating interactive content into their marketing strategies doubled from 2023 to 2024.
So, what makes interactive content so compelling? For the reader, it turns static content into an engaging experience that’s fun, informative, helpful, captivating, or delightfully personalized. It makes your content (and ultimately your brand) more relevant to their lives.
It’s a win for the brand, too. Interactive content boosts engagement by inviting your audience to actively participate. It can give you valuable insights into your customers’ preferences. It helps your brand stand out from the competition. Plus, it promotes brand loyalty by creating memorable, interactive moments.
And let’s not forget about the SEO perks of interactive content. It keeps readers glued to the page (after all, who wouldn’t want to stick around for an interactive experience rather than just another wall of text?). This keeps bounce rates in check and increases the amount of time readers spend on the page, signaling to search engines that your content is both valuable and relevant. That bumps up your chances of scoring a top spot in search engine results pages (SERPs) and a surge of organic traffic.
How to Boost Engagement with Interactive Content
The impact of your interactive content comes down to the tools you choose to use. Whether it’s quizzes, polls, or calculators, the right format can turn static content into a dynamic experience for your audience.
Quizzes and Assessments for Personalization
Quizzes aren’t just used to help you figure out which "Friends" character you are. They’re also a powerful tool to make your content feel more personalized to your audience. By engaging readers with a fun, interactive quiz, you can offer tailored insights and product recommendations for them while gathering data about their preferences.
Polls and Surveys for Instant Feedback and Engagement
Polls, surveys, and assessments are like the Swiss Army knife of interactive content – they’re multipurpose, efficient, and instantly gratifying. They give your audience the chance to weigh in on topics in real-time and have their voice heard. If the poll or survey displays results, readers can see how their opinions compare to others and feel part of a bigger community.
Calculators and Tools to Add Practical Value
Calculators and tools are the ultimate power move for adding real, practical value to your content. They don’t just inform – they equip your audience with info they can actually use. They also show readers they can turn to your brand for solutions.
Best Practices for Creating Interactive Content
Don’t just create interactive content for the sake of content. It should always go back to serving your audience and making your brand an indispensable tool they keep coming back to. Here are some best practices to keep in mind as you play with polls, quizzes, and calculators:
- Test for mobile and desktop.
- Integrate it into other content.
- Focus on value.
Ask the Content Strategist: FAQs about Interactive Content Marketing
How Do I Measure the Success of My Interactive Content?
Track engagement metrics like time spent on the page, completion rates, and conversion rates. Use analytics tools to gauge how well the content is driving interaction and meeting your goals.
How Often Should I Update My Interactive Content?
Regularly update your interactive content to keep it relevant and aligned with current trends or changes in your business. Aim for periodic reviews every few months or whenever there are significant updates to your products or services.
Can Interactive Content Be Effectively Used for B2B Marketing?
Absolutely. B2B brands can use interactive content like calculators or quizzes to demonstrate ROI, streamline decision-making processes, and capture valuable lead information.