When we experience social pain — a snub, a cruel word — the feeling is as real as physical pain. That finding is among those in a new book, Social, and it is part of scientist Matthew Lieberman’s case that our need to connect is as fundamental as our need for food and water. He answered questions from Mind Matters editor Gareth Cook.
We all love to interact with friends and family and let them know about how we feel and it instantly builds an emotional connection.
Gaming is another way of interaction that has proven to engage and de-stress. The human psychology is geared to act to anything that’s interesting and out-of-the-box.
Interacting with a content piece gives you a feeling of having accomplished something. At the same time, it’s a piece of information that’s presented in a simpler format – something that can be easily consumed.
88% of marketers say interactive content differentiates them from their competitors. (Source)
Producing a variety of engaging content is one of the biggest challenges faced by marketers in today’s times. Another challenge that most B2B marketers face is to turn boring content into an extravaganza and grab audience attention.
With long-form content, flooding the online space, consumers of content are literally confused.
There are quite a few reasons why content marketing fails. You can find some of those reasons in this post.
The objective of any piece of content is to get the target audience hooked and get them to act.
88% of B2B marketers said at least 10-30% of their content would be interactive by 2018. (Source)
So the next time you create your content calendar make sure you are including these content types as well:
1. Calculators, Assessments, Quizzes and Polls
2. Interactive Microsites
3. Data Visualisation
5. Interactive Presentations
6. Interactive Videos
9. Personality Test
10. Interactive Whitepapers
12. Interactive Idea Generators
13. Interactive audio
16. Interactive Email
Make sure your idea is interesting and the engagement rate of your interactive campaign will shoot up like anything.
Examples of Interactive Content
1. Investment Personality Assessment by Merrill Lynch
Merril Lynch is an investment advisory company that helps individuals manage their finances and get an appropriate return on their savings. The company created an investment personality assessment test to understand their prospects better and provide them with the right solutions. The assessment helps align individual risk appetite and their investment goals with the right products.
An assessment like this helps personalize the services and instils faith about their quality, among potential customers.
2. Twitter Poll by Rand Fishkin
The Penguin 4.0 Google algorithmic update had affected quite a few sites in September 2016. Business owners and marketers were talking about the update and finding solutions to the traffic hit that some of the sites had taken. This poll, put up at the apt time, got the audience participating:
This interactive microsite was created by EvoEnergy, a company that helps businesses to optimize their energy consumption. The site showcased the total primary energy consumed in the UK at different periods of time with the bifurcation of the types of energy consumed. When you hover your mouse on a particular energy type, its percentage consumption pops up in the image.
The microsite is an excellent example of interactive data visualisation, presented through a microsite.
4. Hungry Tech Giants by Simply Business
This is another very interesting example of an interactive infographic that showcases the acquisition strategies of the 5 global tech giants.
You can hover your mouse on different categories like mobile, media and software to see information related to the acquisition in the respective verticals. The infographic showcases the frequency and cost of acquisitions on a timeline from 1999 to 2014.
5. Interactive Emailer by Ticketmaster
With this interactive mailer, Ticketmaster got a whopping 182% better open rate. The mailer asked the audience to vote for their favourite contender for the best male video, best female video, and best rock video of the year at the forthcoming MTV Video Music Awards. The mailer was sent out to all those who had recently purchased a music concert ticket from the ticket e-tailer.
There are a variety of interactive email formats that you could experiment with:
1. Get service feedback over email
2. Give the users an option to place an order inside an email
3. Mailers with tabs
Hubspot created a super-cool, interactive tool for its target audience. The blog topic generator helps content marketers to create a variety of blog topics for their blog posts. The tool lets you add nouns related to your niche giving you topic ideas you can readily use. Content marketers are usually hard-pressed for time and this tool comes as a valuable resource.
The above examples show how marketers jostling for the consumer mind space are making use of interactive content to gram audience attention.
“89% of marketing leaders expect to compete primarily on the basis of customer experience today, compared to just 36% four years ago.”
Interactive content makes content a two-way conversation. It enables the brand to talk to its prospects while giving them a chance to revert back and engage. It helps in filling the engagement gap that’s widely evident in content marketing of today.
Interactive content is going to play a big role in how marketers promote their business.
You interactive content should have a big idea that tells your brand story and re-instils its proposition. Provide your users with an exciting piece of information and entertain them so they get inspired and are happy to connect with you.
Finally, here are some valuable stats on interactive content marketing in a short video:
Abhishek Talreja, a.k.a. Abbey, is an experienced freelance content marketer, copywriter, and ghostwriter. He is a passionate wordsmith who loves helping clients tell authentic stories, fables that flow straight from the heart.