How many webinars have you signed up for and never attended?
How many infographics have you only partly skimmed?
What about those glossy white papers you may have downloaded but never got a chance to seriously read?
In a world flooded by plenty of information, keeping up with all that content can be downright difficult. This is a major challenge facing content marketers—getting the increasingly discriminate online user to listen to them, watch them, read them.
Interactive content offers an exciting opportunity for marketers to capture their audiences’ attention right from the beginning. Unlike passive content, interactive content requires the audience to get involved, to provide input (in exchange for an outcome), and to keenly think about the content they are reading, watching or listening to.
While there are many types of interactive content that you can experiment with, here are six examples to get you started:
The interactive newsletter
Everyone is sending an e-newsletter nowadays. How do you keep your audience looking forward to yours?
Interactive newsletters go beyond the traditional static email that your audience is used to receiving. This new type of newsletter actively engages your readers.
To make your newsletter more participatory, add a relevant video, include a poll and ask for your audience’s opinion, throw in a contest instead of just offering a discount, or communicate a message with an interactive infographic.
Mountain Dew’s newsletter (and website) is a good example of using interactivity to engage readers.
Videos are incredibly popular right now. From millenials to baby boomers, desktop to mobile users, at least one out four people is watching an online video at any given time.
Plenty can be done to make videos more interactive. For example, instead of creating a traditional infomercial about a fashion line, you could make your video clickable so that viewers can click on a shoe type and see how it would look on them or how it would match with a certain piece of clothing.
When it comes to interactive videos, do not just create videos for the sake of it. Video is a potent visual storytelling medium; let your content tell a story and push that story forward in a way that is memorable.
Deloitte’s recruiting and employee-boarding video, Will You Fit offers a good example of an interactive video.
With so many businesses generating white papers, marketers are questioning the value of the traditional whitepaper. But, whitepapers still play an essential role especially for B2B marketing.
Customizing your whitepapers to the specific needs of your target audience is a powerful way to provide value and improve the completion rate.
How does this work? When a visitor comes to your website and requests a whitepaper, they answer a few questions about their business, industry and the role they play. Based on the answers, the visitor receives a whitepaper that is tailor-made to their needs.
Another way to make whitepapers interactive is adding a video, which explains the contents of the whitepaper. You can also include share buttons for users to share the video, as well as links to submit questions and comments.
Interactive data visualization
Big Data has become integrated into the digital marketing experience. But, even though your data may be important for decision making, few of your audience have the time to digest vast amounts of data.
Data visualization is an easy way to attractively break down big data into consumable bits for your followers.
This data visualization based on the book Daily Rituals by Mason Currey is a good example of how data visualizations can be creatively used to condense large amounts of information into sizable chunks.
Your website does not have to be a bunch of pages; instead, it can be a platform that tells your story.
Brands are increasingly adopting interactive websites to not only tell a story, but to essentially tell a story that allows visitors to be part of it.
Credit unions in the U.S. have one of the best examples of an interactive website, which seeks to encourage millenials to join credit unions instead of commercial banks.
In moving away from the static content site to one that utilizes parallax scrolling and animation, the credit unions tell a compelling story that makes the site visitor an active participant.
Humans learn better through visuals. We are naturally drawn to images, videos, animations, and charts than we are to text-based content. Interactive content that leverages the power of visuals gives you the best chance to stay top of mind in an increasingly competitive and information-flooded marketplace.
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