The digital marketing industry is growing more and more competitive by the year, and as a result it’s likely that your business is consistently looking for ways to give your content marketing strategy that extra edge to stand out from the competition.
With what feels like constant innovation happening around us in the online marketing sphere, it’s not enough to just talk to your audience anymore; it’s about inviting them to join the conversation and be a part of the action. This is where interactive media comes into play, allowing you to grow your audience and engage them in real-time.
Want to find out more? We’re about to explore the different ways you can take static content and turn it into posts and pages that will encourage your audience to stay engaged with your brand.
What is Interactive Media?
First things first, let’s learn a bit more about what interactive media is and why it’s important.
Put simply, interactive content is that which prompts your audience to participate in some way, rather than consuming the information passively. It doesn’t have to be complex; it could even be as simple as clicking a call to action button or answering a poll. Although it still dictates how users interact with the content, it also gives them the power to drive the interaction.
This type of media can make the experience of consuming your content more fun for your audience, making your brand more memorable and, as a result, make them more likely to return to your website or social media accounts because of the positive interaction they’ve had.
Plus, it’s a great way to get to know your audience better and gather important data which can be used to further personalise your digital marketing campaign.
Types of Interactive Media & Examples
To help you start thinking about how to incorporate it into your content marketing strategy, we’ve rounded up some of our favourite types of interactive media, along with some fun examples, to give you an idea of what’s possible.
Interactive Infographics
Infographics have long been an effective tool for digital marketers to visualise data and also as a way to build links from relevant publications.
However, the reality is that infographics have a pretty low barrier to entry in many cases. Even if you don’t have an in-house designer, most people could use tools like Canva to mock up something that looks great in a short hour or two. This means that the content market tends to be oversaturated with eye-catching, professional infographics.
So, how do you stand out from the crowd? By going interactive! Interactive infographics take a concept that could work as a static piece of content and turn it into something immersive. Take this example from Information is Beautiful that visualises the world’s biggest data breaches.
Quizzes, Polls & Surveys
We need only refer to the colossal success of Buzzfeed to highlight why you should be featuring quiz-like media in your content. With an impressive 96% click-to-finish completion rate, they are a testament to the high engagement potential of this format.
Quizzes are effective for the simple fact that they’re good fun and often highly shareable. By integrating quizzes, polls or surveys into your website or social media, you can boost user engagement, gather insights about your audience and provide personalised feedback.
Plus, quizzes are relatively straightforward to make with the help of tools like SurveyMonkey and Quiz Maker, and there’s really no limit on ideas. For instance, you could design a quiz to help users determine which product best suits their needs and offer tailored solutions upon completion.
Calculators and Tools
Calculators and online tools can not only drive engagement but also generate leads or help with link building from the press with digital PR. They can be entertaining as well as highly useful, and are a flexible format that can give you an edge on the competition when you identify a need that a feature like this can fill.
An excellent example of this is a mortgage calculator, like this one from Money Saving Expert, which provides technical financial information in an accessible format.
Webinars
The latest figures showcase a surge in streamed content consumption in recent years, with almost 30% of internet users worldwide watching live streaming content weekly in the last quarter of 2023.
Using platforms like Zoom or GoToWebinar, pretty much anyone can host an interactive session where they take live questions from viewers, creating dynamic and participatory experiences in the process.
In the digital marketing industry, Content Marketing Institute and HubSpot Academy are among some of the biggest brands that frequently host live webinars, drawing in viewers from all over the world.
Tips for Creating Interactive Content
As you’ve probably already guessed, creating interactive content tends to not be as straightforward as creating static content, so here are our top tips for getting started on producing something that really works.
Consider Your Budget and Resources
In a lot of cases, interactive media requires time and money to get right, which is why it’s essential to know your limits before planning content in this format. You don’t want to find that an amazing idea has to be scrapped because of resource constraints, so have a think about what you can put into this project first.
Know Your Audience
Different types of audience respond to different types of interactive content, so you’ll need to take the time to understand what’s working for competitors in your sector, as well as broader topics that could benefit from the inclusion of interactive content.
A great way to find out more about your audience is to perform a content gap analysis, which helps you identify any ‘gaps’ in your content strategy and realign it better with what your audience is looking for. If you want to learn about gap analysis, we have a handy article that guides you through the process.
Don’t Forget Technical Requirements
Adding static content to your website is usually a case of simply uploading an image via your CMS, whereas integrating interactive content can sometimes prove a more complicated journey. Make sure you understand any restrictions or technical requirements that are in place before you develop an interactive asset.
Adapt with Your Audience
Finally, it’s worth noting that much like your new interactive content, your audience is also not static, and their interests and expectations may change over time. This means that what works well today may not be the best option a year from now.
When you notice this happening, don’t be afraid to adapt and continually test for what works – it’s the best way to learn about what your audience wants from your content.
Optimise with Bigg
Whether you’re looking for further insights on getting started with interactive media, or you’re considering a content strategy refresh, Bigg can help. Our cohort of digital marketing experts can deliver a comprehensive range of services to help you scale your business. No matter what you’re hoping to achieve, we can design a digital strategy that’s aligned with your campaign goals and hones in on your biggest growth opportunities.
Keen to know more about what we do? Schedule a strategy call with our friendly team today.
Comments are closed.