What is interactive content

Interactive content is a specific piece of content aimed at engaging participants or readers, more than simply reading or watching. In fact, interactive content is a seamless integration of digital media into structured content including combinations of electronic text, graphics, moving images, and sound to make sure that users are able to interact with data or information.

By contrast, an interactive content experience is intended to be participatory, often including a feedback loop in which the outcome of the experience itself is directly impacted by the interaction of the visitor with the content.

Why should you use interactive content?

Creating interactive content provides huge benefits for nonprofits.

1. Generate leads

Interactive content experiences are compelling and effective alternatives to traditional lead generation pages.

Although traditional content marketing is great at generating leads, it only sees roughly a 6-12% conversion rate. Interactive content marketing strategies such as quizzes, polls, and personality tests are even better at lead generation than content marketing.

According to Demand Metric, interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content. The other very important aspect of creating interactive content is that it is a two way communication process that allows your users to interact with your content, tell you their views and preferences, and creates more engagement leading your users to want more of your content while buiding more trust wtih them.

2. Know Your Customers Better

Most traditional marketing content—whitepapers, eBooks, brochures, testimonials—is a one-way street where we talk to an anonymous audience and hope they raise their hand to identify themselves after they’re done consuming it. Even with channels that allow for discussion such as blogs and social media, it’s often difficult to get your audience engaged enough to comment on your posts (even when you directly ask them to). This lack of engagement prevents us from knowing our prospects better.

One of the great things about interactive content is that it allows for a more dynamic back and forth with readers. By seeing how your audience engages with the content you’ve produced, and even asking questions to pick your readers’ brains in real time, you can learn a whole lot more about who you’re talking to and what they care about.

3. Increase Your Engagement

Static content provides limited opportunities for audience engagement. Visitors can read, watch, convert, and share. But not much more. An interactive experience is inherently participatory. It engages and attracts interest with personalised content, calculations made, quizzes taken, chapters navigated. Visitors naturally interact with the content, becoming immersed in the experience instead of passively reading
A study by Socialbakers.com found that visual posts and interactive content saw the most engagement—accounting for a whopping 87% of total interactions. It’s no wonder as 3M Corporation and Zabisco reveal that 90%of information transmitted to the brain is visual, and visuals are processed60,000X faster in the brain than text. And 40% of people will respond better to visual information than plain text.
Oracle.com reports that businesses that use interactive content consistently average a 50% click through rate, and an over 80% form submission rate. This is because the interesting and engaging experience interactive contents provide to readers.

Qzzr boasts an 80% completion rate. That means a higher engagement rate on your page and longer time on page.

4. Educate your donors

Interactive content allows you to tell your story in new ways. Most people learn best through experiential learning where they try things out and see what happens, test their knowledge and receive immediate feedback, or see how they compare to others. Interactive content can provide this type of education.

5. Gain Insight into What’s Working

When people interact with your content, their actions can be tracked and analysed, providing insights into actual content consumption.

Marketing analytics have revolutionized the way digital marketers create, track, and assess their efforts. But unfortunately, static content provides only limited insights  into content performance. We can track high-level metrics such as page views, downloads, lead submits, and time on site, but digging any deeper becomes cumbersome, if not impossible.

This is where interactive content can help. A highly interactive experience that’s built to capture viewer’s engagement can help you gain insight into what’s working within your content and what’s not. Virtually everything within an interactive content experience can be tracked, measured and reported on. Beyond page views, bounce rates and conversion, interactive content provides opportunity to see the outcomes and patterns of content interactions.

It gives you the ability to optimise your content as you track and understand how people are interacting and responding to your interactive content.

6. More donations

An exceptional, relevant interactive content experience drives more leads and donations than static content.

A study conducted by Demand Metric Research Corporation reveals that interactive content generates twice as many conversions than static content and generates conversions moderately or very well 70% of the time.
Marketeer.kapost.com reveals that 60%marketers who’ve adopted interactive content strategies are able to generate 70%more conversions as compared to just 36% for passive content.

7. Better search engine ranking

Interactive content results in better search engine ranking. If you’re not convinced by interactive content, how about a boost to your search engine ranking? According to the 2015 Search Marketing Expo, interactive content will have an affect on website search ranking. Interactive elements are built for humans, not bots, and are ultimately useful, so it’s unsurprising Google wants to reward sites that provide great, useful content.

Types of interactive content

Interactive contentis anything that requires the participants’ active engagement – more than simply reading or watching the content. In return for that engagement, participants receive real-time, hyper-relevant results they care about.
Common types of interactive content include assessments, benchmarking, knowledge tests, ROI calculators, polls, surveys, quizzes, and contests, and even extend to interactive versions of traditional long form content, such as interactive white papers, interactive infographics, and interactive videos.

Quizzes

Quizzes are amazingly popular and ultra-magnetic. While many focus on delivering a fun distraction, businesses often take them seriously aiming to use the format for educational purposes. Quiz results can be useful for recommending the most relevant subsequent content.

Few readers will read more than 50% of a piece of content, but when it comes to quizzes they have a much higher rate of completion – Qzzr boasts an 80% completion rate. That means a higher engagement rate on your page and longer time on page.

Polls

Facebook made quizzes and polls famous. They were used to understand, engage and educate users. Polling is one of the simplest and most effective tools for instant engagement.

Polls and surveys can take all different forms. Through the use of polls you can interact, engage, and converse with your audience in a simple and effective way. The biggest attraction about polls are their engaging qualities.

Interactive video content

Interactive videos increases engagement and conversion, it gives viewers the opportunity to not just watch, but to click, swipe and engage through call-to-action overlays.
By adding interactivity with calls-to-action within promotional videos, marketers can turn online videos into conversion machines. As it is now, according to Forrester’s “Move Beyond Awareness with Interactive Video“ report, the industry standard click-through rate (CTR) for video advertising, which tells us how successful an ad is at generating interest, lingers at only 1 to 2 percent. Not great. Brands using interactive video, however, are not only engaging and informing customers, but they’re seeing CTRs between 5 and 12 percent.

Interactive video also communicates a desired message in a powerful way, resulting in a more educated and engaged buyer likely to make a purchase. Plus, viewers enjoy and feel compelled to explore all the branches in an interactive video, which results in multiple views per unique visitor as well as repeat views for the same video.

Assessments

Like quizzes, assessments also are often little pieces of brain candy such as personality tests. However, in a business context assessments can be meaningful marketing tools often used to help people identify a need, compare their company to benchmarks, or some other type of self-diagnosis.

Contests

Contests may be older than time, but continue to evolve online and across the social sphere. The potential to get creative with contests is infinite. Cool contests have proven to lure customers and inspire engagement. Generally, they require some form of application, so marketers can collect valuable customer data. And though it may be obvious, contests can generate authentic and engaging user-generated content.

Galleries

Visual marketing couldn’t be hotter, so some companies are using galleries to deliver stopping power and interaction. In addition to showcasing products, they can present portfolios, ideas, customer examples, event highlights, or anything you can “picture.”

Conclusion

The common thread that ties these various forms of interactive content together is the word “yes”: When people interact with your content, they’re not just reading, watching, or scrolling; they’re committing to the content and giving you a “micro-yes” every time they click or progress through it.

You want people to get accustomed to being asked to take action. This might start with something simple and fun — like watching a fun video or sharing a compelling graphic on social media — and then, once they are invested in your content, ask them for their support when thelikelihood of their clicking a call to action or filling a form will have become higher.
Don’t be reticent and wait too long, or your supporter may not think it’s a priority for your organization.