The Interactive Content Strategy

With so much content out there on the web you could be amazed that that any of it makes a meaningful impact. It is everywhere: websites, blogs, social, email, video, and the list goes on and on. And with attention spans at close to 10 seconds, any message that comes across needs to be both distinct and meaningful to make an impact. Here enters interactive content. Although we are accustomed to many different types of content, marketers today are making the best of the interactive version that really grips and holds the consumer. Speed is obviously key as there is not much time before the reader is off to the next piece of content. Let’s take some interactive content at the basic level. Facebook, for example, can be used to post interactive content. The typical post maybe a picture or something similar, but there are all types of ways to go from basic post to impactful interactive marketing. More than just “Likes”, questions, games, quizzes, are all types of interactive modes that are designed to pull users in.  

What this really comes down to for marketers is the more interaction, the more traffic. And a good piece of interactive marketing can go viral bringing in a mass rush of viewers. This is why it pays to get creative. Something engaging that will move viewers easily to the next step is often recommended. But don’t get overly complicated as content may become too heavy and not easy to follow. Think of a game or quiz around your product or service that will open up engagement. One version that has gained a lot of traction is around polls. Readers of course have an interest in how they react to questions, but they often want to know how others communicate in the same poll. This is a way of referencing their results against others.  

Video is often at the top of effective interactive content. Going from something that is static to moving and engaging makes all the difference. This is why venues like Instagram are controlling large parts of the interactive market. And the data shows us that interactive content is much more likely to be shared than the static form. With content marketing very much king due to the pandemic-focused environment we still find ourselves in, interactive content is still a way to stand out further from within that segment.