The more convenient opportunities brands offer to users, the more demanding and impatient they become. In addition, recent events have changed the way we research, choose, shop and make decisions that impact consumption.
Before, technology was the engine of many companies, but now it has occupied all the available space under the sun. This means that marketing is also changing and users want an even more personal and engaging interaction.
See also:
- Gastronomy and Culture: A Meeting That Transcends Tastes
- Nationalvox is honored by ALESC for its 20 years of innovation in digital marketing
- NVX 20 years: A history of innovation, partnership and success in digital
- Digital Transformation in Cuiabá Companies: Benefits and Challenges
- Social media trends for 2024: platforms that are shaping digital marketing
- The Power of Google Evaluations: How to Improve Your Business’s Reputation
- 7 content to convert to funnel fund with real estate marketing
- Enhance your sales with the power of WhatsApp Marketing
- The new era of email marketing: how to stand out in the inbox
- CRM for real estate and construction companies: boosting sales and loyalty to customers
What is interactive content
Interactive content involves users in an activity. More than simply reading or watching the content, they get hyper-relevant real-time results that they care about!
It can be any activity they participate in, such as answering questions, making choices, exploring scenarios, polls and many other ways.
Agreed. with Outgrow, 93% of marketers classify interactive content as highly effective to educate the buyer.
Interactive content is necessary because the real problem is that the user's attention capacity is limited. They'll just roll their post if they don't find you attractive enough to spend your time with her.
Therefore, entering the interactive zone is a great way to draw attention from the beginning and lead them to the desired goals.
And why not, interactive content is created with the thought and hidden intention of capturing the user's attention and encouraging him to perform the desired action (which you want, in the case).
You can go as far as you want with interactive content! From simply providing the content to slide up and reveal on a topic, or as complex and close as answering a series of questions to participate in a contest.
Passive content x Interactive content!
Passive content is text, podcast, videos, e-books, PDF and others. We seek to answer the user's question and, if possible, promote this lead for a purchase journey.
Interactive content has a more interesting proposal – to hold the user longer on your page, because it will be attracted to something different. The production of interactive formats seeks to stand out in the midst of the information slipstream on the internet.
Depending on creativity for its content, it can
- Instigating curiosity to discover the end,
- generate repeat interaction to discover different endings
- turn a fixed query source to perform some task or process (the best of scenarios).
The main objective is to engage the target audience.
Here are some examples of interactive content that have already been successfully applied, for you to include in your actions or marketing planning:
Infographics
What if your infographic is much more than just a set of beautiful images and explanatory texts? Interactive infographic is the new potential you can explore and apply to your strategies.
A good example is the infographic that deals with Web Evolution. The important thing is that you give some information to your viewers. This will ensure that they are trapped on the interactive journey.
When you have a lot of convincing information and that can be shared with the audience (what is useful to them)! So using interactive infographic content can plunge into massive traffic.
You can share interesting information!
Your audience won't be bored!
Visual information is easier to remember and understand!
In all, you draw the public's attention at once!
It can be laborious, cost-effective, take time and even require a little programming, but the final result will certainly be excellent.
eBooks
First of all, it is necessary to understand what an ebook is and what the difference between its static shape and its interactive form is.
An ebook is a content produced by the brand considered rich, that is, it aggregates a content marketing strategy in which the reader should download the content to obtain knowledge on a given subject.
In its interactive form, however, it is possible to go beyond what is proposed by PDF formatting. The interactive ebook allows and instigates the reader to interact with the material and this interaction may happen in various ways, such as:
- change of the content presented according to the interaction of the reader;
- the way information is collected for data that can be given during reading;
The interactive ebook allows the content to be focused on what the reader is looking for.
One way to apply the above examples is to use questionnaires along the document to guide the reader. Questions how do you work with digital marketing? do you apply digital marketing strategies to a company? with yes or no answers, they are ideal for that.
It is important that the questions and contents that follow these questions are appropriate according to the answer.
A cool example is the interactive ebook of 24 Hours Fitness, developed by Scribblelive (a platform specialized in interactive content). It consists of several clickable elements and various media formats for the best experience of the reader.
Images
Images make it easier to get the attention of anyone who is browsing the Internet. You just need the correct color combinations to make them creative. You can also use contrasts to highlight it against the platform's background.
The best way to make images more attractive is to make them interactive. Converting to 3D images is a great possibility. This draws the attention of people who navigate on different platforms, as they change as they pass.
One of the intentions with the format is to induce people to click to interact. That's enough involvement to viralize. If the public finds this amusing, they'll even leave a reaction, increasing involvement.
You can also create 360-degree images, which are becoming more popular today, as they usually feature amazing scenarios and attract users who like visual details.
Videos
In addition to the images, the videos are also among the best ways to get someone's attention on the Internet. In fact, they are the most engaging media available today. This is because people are usually curious enough to find out what the end of the video is.
For this to work, you'll need a good hook for the video. This makes the first 5 seconds the most important part of the video. If you're not ready for the task, what's great is that you can make an interactive video instead.
They are even more engaging than normal videos because of additional interactivity.
A famous example is Netflix's original film Bandersnatch. The Internet was taken as a robbery because viewers could choose how the film progressed.
It's a great way to involve people in any narrative you want to present. It's a great tool to tell stories, which you can use in your marketing strategy. You can be sure that people will stay that way until the end, as they will become involved in the story.
Another way to do this is to put questionnaires on the video. That's a great way to get your viewers to pay attention to your video. And also passing on information that might be useful in the future.
Calculators
Calculators work very well in the stages closest to purchase or we call funnel medium. At this time, it is time to use practical resources that can show the benefits of your product or service — directly or indirectly.
The HubSpot digital marketing platform, for example, has a ROI calculator. From it, the user can discover the return on the investment that a person gains by being a company customer.
By inserting the information requested by the resource, you receive a graphical analysis that shows the return in a practical way.
Toasts (or prizes)
Toasts are always great sources of engagement for your brand. Doing this is a great way to increase visibility and audience. It is an assertive way to extend your reach and generate new customers.
The gifts themselves are interactive enough to make it viral. Asking users to share their content in exchange for rewards will help you generate leads as well. The cool thing about it is they're economic marketing tactics.
Your audience will market your brand for you. Making them buy your product in the process is a great way to create an efficient campaign.
Conclusion
Interactive content, above all, is essential for those seeking increased engagement from a relevant offer and delivering value proposition.
And now the most important thing: Evaluate your results constantly.
Whenever you launch a digital marketing campaign, you should track and measure your results. How is your performance compared to other methods?
- Are you generating more conversions with one type of interactive marketing than with another?
- Is this approach providing valuable information about user preferences?
Use all possible data to reform and optimize your campaign in the future.
Do you like it? Comment down.
