Engaging Your Audience with Interactive Content

May 16, 2018 | 212 Articles, Communication, Content Marketing, Creativity, Customers, Digital, Inbound Marketing

In 1996, Microsoft founder Bill Gates coined the phrase, “Content is king.” This statement has continued to be true even into the 21st century, but now with an added twist. If content is king, then interactive content is queen—complementing your original material and providing an opportunity for your customers to engage with your business.

The SnapApp defines interactive content as: “content that requires the participants’ active engagement—more than simply reading or watching.”

While this definition is simple and straightforward, implementing interactive content for the first time may be intimidating. As you begin to explore your options, these types of interactive content can get you started:

One of the most effective ways to communicate facts and numbers is through infographics. Instead of handing your leads a document hoping they’ll read it, you can put everything they need to know into an expertly designed piece. Infographics make the important facts about your company more exciting to learn. For example, take a look at how Expedia uses an infographic to explain ecotourism.

A poll is an easy form of interactive content for your business to implement. Most social media platforms—including Facebook, Instagram, and Twitter—offer the option to create polls that allow followers to vote. This is an excellent way to engage your audience and get to know your buyer persona.

Quizzes and Assessments
Similar to polls, quizzes and assessments not only allow your customers to interact, but they also give you an opportunity to understand them better. Provide your customers with a more personalized experience by designing a quiz or assessment that points them to specific products based on their answers. Or, take a page from BuzzFeed’s book and keep some of your quizzes entirely fun and product-free. Without being self-promoting, this type of interactive content allows you to gather valuable data about your audience’s preferences and opinions.

To get more consumers involved in your company, try leveraging your social media presence using contests or sweepstakes. It can be something as simple as a photo caption contest or as extravagant as a drawing for a cash prize. At the end of the day, you’ll have more leads, and your customers will feel like you noticed them and catered to their needs.

Content will always be king—but the queen refuses to be ignored. Your interactive content will catch the eye of the public and result in more leads and sales. Whether you’re creating a new poll, adding an infographic, or simply updating an old document, keep encouraging your audience to engage with your company.





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