How Interactive Content Can Drive Marketing Success

interactive content marketing illustration with desktop computer data visualization

Did you know that more than 7 in 10 consumers (72%) will only engage with content that’s personalized for them? So it follows that the key to marketing success is exploring ways to tailor your content to your target audience — and interactive content is uniquely positioned to help you do this. Why? Because interactivity opens doors that other mediums can’t. In this post, we’ll discuss some different types of interactive content and how to use them to personalize messaging for your customers. You’ll walk away with fresh ideas for your content marketing strategy.

How Interactive Content Helps Achieve Your Marketing Goals

bullseye magnifying glass clock calendar and other content marketing strategy symbols

Before you learn some versatile ways to incorporate interactive content into your marketing plan, you probably want to know why it’s worth the effort. So here are some key resources and stats for explaining why interactive content is one of the most powerful mediums for marketers today.

  • Quality Interactive Content Has a 70% Conversion Rate: Learn how making your website design more interactive can deliver huge results.
  • 77% of Marketers Say Interactive Content Has Lasting Value: They credit the medium with repeat visitors and multiple touch-points! Read the report from Content Marketing Institute
  • Case Studies: Our portfolio of interactive content features just about every format you can imagine, from widgets to quizzes to landing pages. Check out the next section of this post for more information on all the types of interactive content you can incorporate into your marketing strategy! Here are 10 examples of our best interactive infographics
  • Further Reading: The Killer Visual Strategies team has been writing about interactive content for a full decade. Here are a few of our most popular and informative posts on creating successful interactive content.

Curious what visual communication can do for you?

11 Types of Interactive Marketing Content

hand clicking screen with interactive data vsiualiztions

Your goals will help determine the right kind of interactive content for you. Here are 11 different approaches, borrowed from our “Complete Guide to the Best Interactive Sites, Infographics, & Experiences.” 

  1. Widgets: Widgets are small, embeddable pieces of interactive content. They can educate your audience, help them make key decisions, and/or gather information. What’s more, they’re easily personalizable! That’s because they can incorporate quizzes, polls, and surveys. More on those next!
  2. Quizzes, Polls, & Surveys: It doesn’t get much more personalized than a quiz. That’s because your audience inputs unique information and either produces a unique result based on their answers, provides you with valuable data on your target audiences, or both.
  3. Interactive Sites: Whether you’re developing a full website or a single landing page, incorporating interactivity into your brand’s website is always a good choice. Target topics your audience wants to know more about and let them explore the information that interests them most.
  4. Interactive Map Infographics: When you have datasets for a full city, state, country, or the whole world (and beyond!), you need ways to categorize and organize that data into manageable chunks. An interactive map can offer a personalized experience. For instance, viewers see only the regions they want to learn about, rather than being faced with all the available info at once.
  5. eBooks: An ebook doesn’t have to be a plain PDF. Code it, host it on its own landing page, and watch engagement soar. Viewers can interact in a variety of ways with those sections that interest them most. Overall, the result is a curated and memorable experience.
  6. Annual Reports: Sharing your company’s progress with your audience can be a great way to build trust. But we all know that spreadsheets aren’t the most inviting format for communicating. Incorporate interactive elements such as functional charts and graphs, tooltips, and more to deliver an inviting peek behind the curtain.
  7. Calculators: How much would your customers save if they were to change services, buy a new product, etc.? What’s their carbon footprint? Do they qualify for write-offs, home loans, auto loans? Calculators are an ideal way to engage audiences by answering questions like these. In doing so, you solve problems for them. And by demonstrating that your tools can fill gaps in their knowledge, you build trust and credibility.
  8. Animated Logos: The animated logo goes beyond motion graphics. It can live on your landing page, spruce up your social media, and even incorporate interactivity. For example, perhaps the way in which users interact with the logo changes the animation. Or maybe the animation changes when scrolling. This participatory invitation into your brand is a way to subtly show your core customers that they play a major role in shaping your brand.
  9. Games: Games can take your ordinary quiz to the next level. How? Gamify your outreach, surveys, or even your website itself. And make sure that your game isn’t simply fun, but accomplishes a goal for you. Whether that’s collecting information, determining how to best engage your audience, or something else, when it comes to interactive content marketing, the outcome of your game is just as important as the experience. 
  10. Timelines: It can be challenging to share the full history of your company, industry, or the challenges your company helps to solve. After all, these narratives can extend over decades. So presenting it all at once can be a quick way to overwhelm your audience. An interactive timeline lets users explore the events that interest them the most, and leave the rest behind. Aesthetically and from a user experience perspective, it just simplifies things. You can do this by hiding information behind tooltips or clickable elements that keep them organized. 
  11. Interactive Video: Video isn’t limited to the play button. You can create hotspots within your video where users can click for more information, take quizzes, and much more. Motion graphics and interactive content both earn high engagement and conversion rates. So, strategically combining the two is a unique way to keep your audience excited to engage with you.

What types of interactive content have you explored? And if you’re not using interactive content, what’s holding you back? The Killer team is always happy to walk you through the interactive options that may be the best fit for your content marketing strategy. Just fill out our contact form to start a conversation!

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

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