Why Should Businesses use Interactive Content?

Posted by Marketing & PR on 26 Nov 2019

Why Should Businesses use Interactive Content?

With 93% of marketers agreeing that interactive content is more effective in educating their buyers compared to just 70% for static content, interactive content cannot be ignored. But what is interactive content and how can you implement it into your marketing strategy?

When it comes to content marketing, content diversity is key to developing a healthy marketing strategy. While blog posts have their place, there are other more engaging ways to communicate your messages to your customers.

In addition to blog posts, it is important you also include videos, infographics, ebook, white papers, webinars and more. Different types of content will appeal to different segments in your audience and will help attract their attention and keep them engaged.

“91% of B2B buyers say they prefer interactive and visual content to static content.”

The more types of content you create, the more potential your content has to reach a wider audience online. And it’s not only the content itself that should be different, consider the ways you can promote your content, such as social posts, paid social, Google Ads and emails are some of the great ways you can get your content in front of the right people.

What is Interactive Content?

Beyond the types of content we have just mentioned, many businesses are using interactive content to educate and engage their customers. In fact, 81% of marketers agreed that interactive content grabs attention more effectively than static content. But what exactly is interactive content?

Interactive content isn’t something people passively consume; they have to take an action and make choices that impact the content experience. Some examples of interactive content include:

● Games
● Quizzes
● Personality tests
● Opinion polls
● Cost or ROI calculators
● Interactive webinars
● Interactive ebooks

Interactive content is an underused content type that has a lot of benefits for businesses and their audiences. One of the main benefits is the entertainment value. It offers a break from the passive content consumption and helps differentiate you from your competitors.

But aside from being a form of engaging entertainment, interactive content can also educate your prospects and customers about how to overcome their pain points and what your business offers to help solve their problems.

Using Interactive Content Throughout the Customer Journey

One of the biggest benefits of interactive content is that it can be used throughout the customer journey. Consider using interactive content such as quizzes, polls and interactive infographics in the awareness stage to help you gather information about their needs.

During the evaluation stage, your audience will be looking for more information about you and your offering and will be considering whether you can solve their problems. During this stage, you may want to consider using interactive content such as interactive ebooks and white papers and cost calculators.

In the decision stage, your audience will make the commitment to becoming a customer. This is the most critical stage of the customer journey as the prospect is looking for reassurance that they are making the right decision. Use interactive content such as testimonials and ROI calculators. 

If you would like to see how SharpSpring can help you make the most of your content marketing and how we can help you create interactive content, request your free demo.

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