These days, about 70 percent of companies are using content marketing to adapt to the new way customers buy. That means a lot of content is being produced on a daily basis. When your audience heads online to get answers to their problems, they’ll see a lot of content, and they won’t have time to view it all. That’s why your content needs to stand out from everything else on the internet.
One way to stand out is with interactive content. Interactive content, simply, is content that your audience can interact with. It includes things like quizzes, polls, calculators, assessments, and interactive infographics. This type of content is very valuable for businesses focusing on content marketing.
Here’s why interactive content is so valuable to your content marketing strategy.
It Captures Your Audience’s Attention
There’s an overwhelming amount of content on the internet, and it’s fighting for your audience’s attention. Your audience can read blog posts, e-books, infographics, and other content on your site or on many other sites. People have to be choosy about what they decide to read since there’s only so much time in a day. Interactive content provides a new experience for your visitors. It provides something different and exciting, rather than just another blog post.
Your interactive content may provide the same information as a blog post, but it’s presented in a new way. This helps grab your visitors’ attention. Once you’ve got their attention, you can educate them and hopefully get a new lead or customer.
It Keeps People on Your Site
Do you often skim blog posts? Many people do the same thing. In fact, 55 percent of visitors spend 15 seconds or less reading a blog post. They may just skim the headings of your posts to get the general idea before scrolling down to the next post. Or, they may navigate away from your site and go do something else.
Interactive content requires your audience’s attention. They can’t just skim a calculator; they need to actually interact with it to get any value from it. The same is true for quizzes, assessments, and other types of interactive content. Your audience has to answer questions, make choices, and explore the content you’ve created. This keeps them on your site for a longer period of time. If your visitors spend more time on your site, they may click through to other content and go on to become leads.
It’s Highly Shareable
When people find content they like online, they share it with their own networks. If your visitors find value in your interactive content, they may share it on social media or tell their friends about it. Content that doesn’t stand out from the crowd doesn’t get shared like this.
Shareable content helps you grow your audience and build your brand awareness. People who’ve never heard of your company before could see your interactive content on social media and decide to check you out. They could become your next customers, all thanks to your interactive content.
If your interactive content is unique and useful, it could even end up going viral and bringing in even more customers.
It Has Lasting Value
If your audience reads your blog posts in their entirety, they may not want to re-read them. The same isn’t true for interactive content. Since the content is interactive, it has lasting value. People can come back and re-use helpful interactive resources, like calculators and assessments.
Content with lasting value helps you get more for your money. It continues to be an investment over time. The people who return to your site to re-use your interactive content may become leads or even customers when they return.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.