An effective digital marketing campaign is incomplete without content marketing services. However, content loses its finesse with time as well as everyone is creating content these days. Easy access for people to social media channels further deteriorates the effectiveness of content. With so much unnecessary noise, it has become difficult for marketers and brands to create an impact on their customers. It creates urgency for interactive content that can reach customers and impact them positively.  

Interactive Content: Content Marketing Services

Interaction is a synonym for engagement. Interactive content marketing is an effective method of content marketing for engaging with an audience. This method involves participation. It is also responsible for giving rise to the concept of “viral content.”  In other words, it cuts through the noise for brands to reach their target audience. It gives brands a voice and an identity. Essentially, it enables marketers to humanize a brand. 

 

Interactive content isn’t something new. It has always existed and has been used by brands for connecting with their audiences. However, its importance has increased significantly over the last few years. Let’s take a look at a few of the types of interactive content. A business can use them as part of a marketing campaign to increase customer interaction with its brand. 

 

Types of interactive content

 

Online Quizzes and polls

Brands have been using quizzes and polls to connect with their customers. Campaigns comprising quizzes and polls are one of the simplest and oldest forms of interactive marketing. Online users enjoy them a lot due to their personalized nature. Additionally, surveys are another way to pique consumer interest. They also provide brands insights into customer behavior and create a database based on the responses. Brands use this generated data to further augment their marketing efforts. Brands, especially those in the creative and entertainment industry, use this strategy a lot.

 

A few of the names include Buzzfeed, Filtercopy, and Knorr soup brand. Regardless of the industry, quizzes and polls can enable your business to establish engaging interaction with its customers.  Subsequently, they can provide information about how the product or services of your business are performing. They can even provide insight into the likes and dislikes of their customers. 

 

Embedded calculators

An interactive calculator is another tool for gaining audience attention. It calculates the data provided by the user to aid their queries. Interactive calculators present hard data to the user and capture their contact information during the process. 

Calculators are popularly used by insurance companies where the customers are seeking information regarding interest rates, loan repayments, and other finance-related queries. 

The software development firm, VenturePact, partnered with Outgrow to create a calculator estimating the mobile app development cost for users. Some other examples include NY times’ buy v/s rent calculator and VOX tax calculator.

Augmented reality advertisements

Augmented reality ads are immersive and engaging while being cost-effective. They provide an emotional connection due to their “life-like” quality. Due to the enhanced reality aspect, these ads are more appealing, and therefore, can boost sales for a brand. Statista forecasted that the AR market will generate more than 198 billion dollars in 2025.

Many major brands have invested in AR ads, including Coca Cola, Lacoste, IKEA, and Cadbury Oreo. From eCommerce to fashion, a range of businesses can make use of this innovative form of marketing. They can enhance their engagement with customers with augmented ad campaigns. 

360 videos and Interactive Websites

360 video campaigns or VR (virtual reality) triggers a higher emotional engagement than the traditional 2D format. VR video campaigns have shown to have a higher repeated view rate with an increase in conversions.

Interactive websites are those where a user can interact with the person behind the website for their queries in an interactive and effective way. It provides a more personalized experience for the user. These tools boost user engagement that ultimately improves sales. VR  and interactive websites also improve visitor traffic and click-through rates.

 

Interactive content is hard to ignore. According to a Go Gulf report, 93% of marketers find interactive content quite effective. Additionally, the same report stated that 80% of marketers agree that interactive content is more effective at gaining attention, improving conversions, and expressing a stronger brand message.  

BENEFITS

Stronger engagement

An interactive content strategy can establish stronger communication with customers and engage prospects for a company. Interactive content marketing makes content more communicative and interesting for users across diverse marketing channels. Effective user Interaction with content motivates a consumer to go further on the buyer journey, which is becoming from a visitor to a customer, and then a brand advocate.

Higher sales

Interactive content ensures increased customer participation. Consequently, a business gains access to a prospect’s contact information. Further, it can nurture a lead and drive it towards making a purchase decision via regular communication.

Customization 

Interactive content aids in providing a better understanding of customers for a business. Dynamic content creates higher engagement than static ones. Also, it fulfills the needs of a brand’s persona by providing a clearer brand image. It enables a business to tailor creative and fun content, especially for its audience.

Better Customer Awareness 

Interactive content is a great strategy to collect customer data. Customers by responding to content aren’t just giving away contact information. They are also giving a glimpse of their likes, dislikes, and behavior as a consumer. Better awareness enables marketers and brands to create better and effective marketing campaigns.

Word-Of-Mouth Marketing

Great content is not just interactive but also shareable. People read it and share it with their friends. Interactive content has the capability to go viral. It translates to higher page views and more web traffic.

Value Addition

Interactive content isn’t always supposed to be fun. It can be informative. Interactive content can tell facts, data, or provide solutions to their audience. It reinstates the fact that interactive content inculcates trust among its audience, and thus, assists in promoting brand loyalty.

Conclusion

Interactive content challenges creativity. In this highly competitive world, creating quality interactive content can be challenging. Also, too much interactivity can drive your audience away. Things can go haywire and the content marketing strategy can prove to be an antithesis to your expectation. Therefore, it is important for businesses to strike the right balance between interactive and static content.

A professional digital marketing agency offering content marketing services can relieve your dilemma. Talk to us for more clarity and to know if it is a good fit for your business.