Interactive content is one of the most effective marketing tools there is, boasting a conversion rate of up to 70%. But interactive content and media design is a complex process that requires a clear vision of your goals and a careful alignment of the finished product with your overall content strategy.
So when you’re designing interactive content for your brand or campaign, make sure to follow these rules.
1. Know Your Goals
Clearly defined goals are essential to the success of any visual marketing content, and interactive is no exception. Make sure you know what you want your content to achieve for your company before you even get started.
2. Identify Your Audience
What does your audience want or need, and how are you going to deliver? You’ll need to answer these and related questions as you determine how best to speak to your target audience for this piece of interactive content. For instance, how old they are and what platforms you’re most likely to reach them on are other key questions that will determine everything from the design style to the format of your content.
3. Choose the Right Type of Interactive Content for the Occasion
Any company’s marketing strategy is likely to incorporate multiple types of interactive content over time, from widgets and interactive infographics to games and interactive video. The challenge is to choose the best fit for this particular goal and audience. If you’re trying to help a general make key decisions about which product is best for them, try an interactive quiz. But if you’re looking to educate and excite key stakeholders in your business, try an interactive annual report.
4. Learn the Types of Interactivity and Use Them Wisely
When it comes to choosing the types of interactivity you want to include in your piece of content, it’s a good idea to familiarise yourself with the options at your disposal. From buttons to forms, tooltips to modals, and animated illustrations to interactive graphs, there’s a lot to choose from. What will most effectively tell your story and keep your audience engaged?
5. Seek Inspiration
In order to truly know all the options available to you, you’ll need to have seen and interacted with a wide variety of interactive content. Start by exploring our interactive content portfolio. Identify the pieces you like most and why. Then try to incorporate your favorite ideas or elements into your own content.
6. Align with Your Overall Content Strategy
Every piece of content you produce should both have its particular goals and audience, and also serve a broader purpose. That’s why you need to know where your interactive content fits into your larger content marketing strategy. What company-wide goals does it also serve? How does this content balance with others that might be targeting different audiences or demographics?
Producing a great piece of interactive content requires patience and expertise. But follow these key rules and you’ll be well on your way to game-changing content for your brand.
