This article describes Interactive Marketing: what it is, how to use it, and five example types of interactive content.

1. MARY PISCITELLI
CONTENT MARKETING
BLOG
11.29.20
Games
People
Play
5 Interactive Content Game-Changers

2. The Problem is:
conversion
STEVE JOBS
Sales
STEVE JOBSATTENTION
STEVE JOBS
topics
STEVE JOBS researchSTEVE JOBS
traffic
STEVE JOBS
How to engage and
keep engaging your
customer?

3. Some Eye
Opening
Statistics
.
Web stats:
• You have 14 seconds before a viewer leaves
your web page.
• Our collective attention span has dropped
to 22 seconds
• People will read only 20% of the words
loaded on the screen in front of them.
• A Video loses 50% of its’ viewers every 30
seconds

4. Mobile Marketer states that interactive content:
• Boosted viewing time by 47%
• Increased purchaser intent by up to 9 times
• Have a conversion rate of about 11%
(Google Ads has about a 1% conversion rate as a comparison)

5. CMI/Ion Interactive found that:
• 77% agree that interactive content can have
reusable value, resulting in repeat visitors and
multiple exposures.
• 75% agree that interactive content can provide a
“sample” of the brand, resulting in a higher degree
of lead nurturing.
• 73% agree that combining traditional content
marketing tactics with interactive content enhances
retention of their organization’s message.
• 68% agree that interactive content provides
valuable ways to repurpose their organization’s
passive content.

6. The Solution is
Interactive Content.
It is news-buzzy.
It is Forward
Marketing.
And it is
fun!
t

7. it identifies customer behaviors and
preferences; then it
Creates personalized messages to your
audience by:
surveys and quizzes
games
interactive video
interactive infographics, charts, graphs,
and maps and many other types
Content Marketing is about delivering relevant
content to your audience at the right time, for
the right reasons, and on a consistent basis.
Interactive Content Marketing takes that
relevant content further:

8. If Content Marketing is the story you
are telling your user, then interactive
content is the part of your story that
actively involves your audience in
that story.
These forms of content encourage
discovery and user-driven learning,
empowering the user in following
their individual interest, in a style that
work best for them.

9. Some ideas for interactions
include:
• Clickable elements
• Animated illustrations s
• Tooltips
• Buttons
• Radio buttons or
• Check boxes

10. Let’s look at 5 of the most popular types of
interactive content design that, when
deployed, can make a huge success in
your content marketing campaign.

11. Surveys and
Quizzes

12. Some benefits of online surveys and quizzes:
• A better understanding of what makes your customers tick
• A gauge for customer satisfaction
• A method to gather feedback
• They are cost-effective
• They streamline fast data collection
• Data that is gathered is more accurate, since it can be targeted
• Customizable surveys
• Surveys are objective
• They are easy for the user
•

13. People get
POUNDED with marketing and
advertising online--24/7.
Online quizzes engage and entertain
your audience, keeping their attention
on your PRODUCT.
FACT:
During the last five
years, the average
attention span has
actually dropped
down to 8 seconds.

14. Online quizzes are a fun way for
people to engage with your brand.
If you are consistent with quizzes,
your brand can stay top of mind
when your user is ready to
purchase.
Online quizzes can assist you in
gaining a better understanding of
your users, creating stronger, long
term relationships with them.

15. Interactive
Infographics
Charts
Graphs
Maps

16. Interactive infographics, graphs,
charts, maps, and micrographics
function in similar ways.
Each of these elements are visual
compilations of complex information-
- making that information easy to
understand.
The interactive
infographic, graph, chart,
or map are better options
to present a wealth of
data and interesting
information while keeping
your audience’s attention.

17. Data-rich concepts are turned into a visualized story.
Fonts, colors, type size and other design treatments are used to enrich
the stories that are told.
Infographics, graphs, charts, and maps can share visual content in a
way to engage the user beyond a text-heavy article or report, while
still sharing your brands unique identity with their customers.

18. Interactive Videos, Motion
Graphics, and Multitouch
Photos

19. For increasing engagement on a motion
graphic or a video, or to make sure that
your viewer watches through to the end
of the video, try adding: interactive
elements such as:
• mouse-over elements
• tags and hotspots
• video quizzes where people can
answer questions about themselves
or the content along the way
• toggle buttons between two videos
showing different sides of the same
story.
WireWax says
Interactive video has
a 9 times higher
engagement with
sticky hotspots than
static

20. Shoppable videos with immersive
experiences showing key features:
• Clickable hot spots
• Sticky: move around with the object
• Overlays: with clickable, shoppable
popups
• Data Capture forms
• Links to external websites
• Downloadable content
• Branching-gives viewer ability to
control the narrative by choosing the
next scene.
•360 degree viewing- changing the
viewing angle to any that the viewer
prefers.

23. Ebooks are common for
downloads.
Many provide useful content,
BUT...
Ebooks might be considered
humdrum and might not
pivot the customer further
into a conversion.
A solution is to make your
Ebook interactive.
Audio clips
Videos
Animations
Quizzes
Interactive checklists
Links
Maps
Interactive element in
Ebooks:

24. Double
click to
interact

25. Games!

26. Ensure the game is fun enough for your user to keep playing.
Sales and marketing messaging should be a very light touch in the
game, possibly not even present.
Give your gamer something they will love to play, which will build trust
and confidence in your brand over time.
After that trust is established, you will obtain sales.
Games as interactive content are possibly the most fun and offers more
creativity in design and function.
Gamification is now considered one of the most popular marketing
techniques.
Games can be fun, but also can educate and inspire the consumer.

27. Double
click to
play

28. Start Simple. Create a poll or a survey to
see how your interactivity works with
your audience.
Expand on your interactive content based
on your audience’s behaviors and
preferences.
Make sure that your consumer needs align
with your marketing budget, and that you
are able and willing to make the
investment into more significant
interactive content.
Tips:
When developing your interactive content:

29. How to apply those tools to a Content Marketing strategy?
The interactive content elements can generate business opportunities for those who
apply them in a well-planned and well-structured Content Marketing strategy.
Interactive content can generate very positive results, as long as these factors are
included:
• buyer personas
• market niches (why your product/brand/company instead of a competitor)
• products and services
• type of interactive content
• the promise of the content (educational, instructional, enjoyment, inspirational)
• design and usability (ease of use)
• A/B test interactions of users with the interactive content, continue to
analyze for effectiveness, and fix issues.
Interactive content tools will help the construction of interactive content that
engages the user and help them become customers.