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Embracing Interactive Content

Want to know the best way to bring your content to life? Make it interactive! Content marketing, in general, is crucial to your business. Implementing interactive content has become increasingly popular in the past few years, and 2022 will be no different

Content Journey has tips for using interactive content to increase website traffic, improve user experience, and strengthen conversion rates in 2022.

What is Interactive Content?

Interactive content is content that requires active engagement from its consumers. It’s an experience that benefits the user and the company they’re engaging with. 

Types of interactive content include:

  • Calculators 
  • Quizzes, polls, games, and surveys
  • Multi-touch photos and videos
  • Interactive e-books
  • Live chats, diagnostics, and troubleshooting tools
  • Assessments
  • Interactive infographics and data visualizations
  • Virtual reality and augmented reality
  • Interactive timelines

Chances are, you’ve used a website with interactive, engaging content, and it made your life a little easier. Companies such as National Geographic, Function of Beauty, Warby Parker, and Nerd Wallet use it regularly. 

Why Should Businesses Consider Interactive Content?

The average person encounters about 6,000 to 10,000 ads every day. This ad volume is why your content has to stand out from the crowd. To engage your target audience, you have to personalize their experience before and after grabbing their attention. 

Examples of this type of content include beauty quizzes that help a person choose the correct beauty product for them, “trying on” glasses before you buy, or nutrition calculators to pick a menu item for take-out. 

Whatever the interaction may be, below are some reasons why your business needs it.

Relationships

Providing your audience with reliable interactive content builds relationships with them. Put yourself in the buyer’s shoes. Wouldn’t you feel more comfortable hiring a contractor if you watched a video explaining what they will do from the minute they arrive at your home? What if a chat followed the video, and you could ask any immediate questions about their services. And then you got a text message telling you exactly when the contractor would arrive and sending you a photo of who to expect.

You want to establish trust and authority with your audience. Interactive, engaging content can do that!

Customer Confidence

Interactive content boosts engagement levels and conversions. Customers feel confident in their online purchases because they played an active role in the purchasing process. They didn’t just click “add to cart” and “place order.” They had a customized experience from beginning to end. It’s an extra step that makes buyers feel special and heard.

Search Engine Optimization

Content that requires interaction will keep your audience engaged longer. Your search engine rankings improve when your audience spends more time on your website. SEO is crucial for keeping your business at the forefront of Google’s recommendations.

Social Sharing

Interactive content and social media go well together. Think about how often people share Buzzfeed quiz results on Facebook. Not only does it provide entertainment, but it puts the quiz in the timelines of more people who can take and share it. Static pages don’t provide the same user experience as an interactive app or page. So when content is interactive and shareable, you’re doing it right.

How Content Journey Can Help

If you’re a business owner and all of this seems a little overwhelming, it’s time to talk to Content Journey. Set up a call with our Lead Guide Lindsey Miller to discuss how to advance your business’s content marketing.

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