No matter what you post to promote your business, adopting an interactive content strategy can turn your whole marketing campaign around.
Did you know that the most-read story on the New York Times website is an interactive quiz? And did you know that over 90% of readers finished it?
The performance of interactive content often shows the results that stand out significantly in comparison to all other content strategies. According to Go-Gulf:
- 81% of marketers agree that interactive content attracts the attention of the customers more effectively than any other content type.
- 79% of marketers say that interactive content is more effective for customer retention.
- 70% of marketing specialists say that interactive content works more effectively to convert website visitors into customers, and 79% of them agree that it brings more repeat visitors since it has a greater reusability value.
There’s no denying that interactive content works well to attract bigger audiences. But there’s a fair question to ask.
Is Interactive Content Universal?
Does it suit all audiences?
No. Like with passive content, interactive content performs better when it’s targeted at a certain niche audience. With the consideration of your company’s culture and values, interactive content should fit the needs of your target audience persona to live to its full potential.
Nevertheless, this doesn’t mean that you can’t reuse interactive content. We already mentioned in the stats above that interactive content has a great reusability value, and it can fit well in your future content marketing campaigns.
So, now let’s take a look at the actual examples of how to use interactive content to attract necessary audiences. We’ll take a look at the examples of certain audience personas and decide, with which types of interactive content you can satisfy their needs.
- Choice Guidance with Interactive Calculators
Let’s start with the first example.
You own a fast-food restaurant. But with the growing trend for nutritional value, counting calories, and weight correction, you’re afraid that people will stop visiting your restaurants because they don’t know the nutritional value and cannot count calories in your food. But they still want to visit your restaurants because your food is good.
As a result, you get the following audience persona:
An interactive calculator is a very fitting choice in the case of this audience persona. Interactive calculators are a great tool for choice guidance, especially in specific cases like this.
How do companies tackle such cases with interactive calculators?
The best example, in this case, is the experience of McDonald’s and their Nutrition Calculator:
Image credit: McDonald’s
McDonald’s visitors can check this calculator by going on the website, picking the category and the food item they are interested in. The calorie amount also differs if you add or remove ingredients from the food item. You can also check out the ingredients that every component of a certain food item consists of:
Image credit: McDonald’s
This calculator is also perfect for the audience personas who have certain food allergies or dietary restrictions but still want to enjoy the food they want.
- Educational Value with Interactive Videos
So, let’s say that you own a company that offers educational services in financial competency and management to corporate clients. You know that many company owners struggle with keeping their workers interested in learning more about financial management, as it is quite a voluminous sphere to learn about.
As a result, you have the following target audience for your interactive content:
Indeed, financial management is quite difficult, and, for some people, quite boring sphere to study. In this case, you need interactive content that will keep your target audience as engaged as possible.
Interactive videos as the best solution to fulfill this purpose. “Our experience and years of research have shown that interactive videos generate 2 times more conversions than passive content”, says Peter Perkins, a marketing strategist at Axonim, an electronic design service company.
So, how do companies leverage interactive videos to achieve educational value?
The most successful example of the companies that provide great educational value with interactive videos is Banquer, a financial education company.
On YouTube, they have a series of interactive videos, teaching people how to deal with debts and manage their investments:
Video credit: Banquer
Such videos serve practical value as well, as learners can apply their knowledge right away by following the actions suggested in the video.
- Learning the Product Better with Quizzes
Lastly, let’s talk about quizzes.
Quizzes are one of the most popular types of interactive content. The most known example of engaging quizzes is, of course, Buzzfeed, with 96% of people going through with the quizzes from start to end.
Now, let’s see how quizzes work with niche audiences.
Let’s say you sell personal hygiene products to women. But since these products are highly personalized, your audience needs a tool that will help them choose the products that will fit them personally.
So, as a result, you have the following target audience persona.
Thinx, a company that sells personal hygiene products for women, had a similar challenge. They found the perfect solution to tackle this challenge by offering a personalized quiz on the website:
Image credit: Thinx
By answering a few questions, their customers can choose personalized options and learn more about what their product can offer in terms of personal hygiene.
Over to You
Inspired to produce more interactive content for better marketing results?
Indeed, with interactive content, you get better results than with passive content, while also delivering more value to your target audience. Interactive content is more flexible, as it works for a niche audience, while also having a great reusability value.
Hopefully, our examples inspired you to create more interactive content to stand out from the competition and increase engagement rates.
Ryan is a passionate writer who likes sharing his thoughts and experience with the readers. Currently, he works as a content strategist at https://axonim.com. He likes everything related to traveling and new countries.