62% of B2B marketers use interactive content, according to recent research. Should you be doing the same?
Consider this: Today’s decision-makers are inundated with pitches, proposals, and other information, which can start to feel similar and blur after a point. This barrage of content can be overwhelming and confusing. So, to capture your target audience’s attention, it is imperative to break through the noise.
Conventional strategies are no longer sufficient to do this; it’s important to get creative and think of ways to deliver better experiences. One way to update your approach is to add interactive elements to new and existing content, i.e., share interactive content that resonates with your target audience.
The white papers, eBooks, case studies, and other content you already publish are valuable in their static form, but integrating interactive design elements can take your content strategy to new heights.
Why? Because engaging interactive content not only holds the attention of your prospects but also encourages them to actively participate with your brand, providing valuable insights and contributing towards a robust ROI.
Whether you’re looking to spice up your website or create dynamic email campaigns, incorporating interactive content can be a smart move for your business. With the right creative choices, it can transform passive readers into active participants, helping you create memorable experiences that establish deeper connections.
Keep in mind that, if crafting such content isn’t something you can achieve easily with your current resources, engaging professional content writing services is a great way to ensure your message is delivered effectively. Combined with good design support, their expertise in how to weave interactive elements into memorable content can support your short-term sales and marketing goals, as well as foster long-term brand engagement. Well-executed interactive content doesn’t just tell, it involves—and that’s the cornerstone of a successful B2B marketing approach. Keep reading for ideas you can add to your strategy!
Table of Contents
What is interactive content?
At its core, interactive content requires participation from the audience, making them an integral part of the content experience. It is not static, but rather a conversation—a two-way dynamic that fosters a sense of belonging and investment. From quizzes to online calculators, and from surveys to interactive infographics, this form of content capitalizes on user action to generate meaningful interactions.
Interactive content, therefore, transforms monologues into dialogues, crafting experiences that resonate with your audience, ultimately making your marketing collateral more relatable and your brand unforgettable.
Incorporating interactive content is more than just a nice-to-have; it’s a strategic imperative in a digital world where engagement is both a metric and a goal.
Read: ‘Storytelling in marketing: Harnessing the power of a strong narrative’
3 key benefits of interactive content:
- Engagement
First and foremost, interactive content deeply engages the audience. It turns passivity into interactivity, which means it encourages users to spend more time with your content and brand. A quiz, for example, isn’t just read; it’s completed. This higher engagement level leads to better brand recall and a stronger relationship between your audience and your business.
- Collecting data
Interactive content is also a powerful tool for collecting data. Each click, selection, and submission gives you some insight into your audience’s preferences and challenges. It can help you create content that doubles as a data collection tool, providing invaluable feedback for tailoring your offerings and improving your strategies.
- Better ROI
Engaged audiences are more likely to convert to leads and, eventually, customers. Interactive content can deliver a better return on investment (ROI) than traditional content by being more persuasive and memorable. By involving the audience, you’re not just selling; you’re interacting and building trust, which is essential for a favorable ROI in B2B contexts. Interactive content isn’t just engaging; it’s a game changer for your bottom line. Learn more on how creative, strategic design can boost your ROI.
16 interactive content ideas to turn viewers into participants
From your website—i.e., the face of your business and a digital representation of your brand’s story, services, and values—to more direct communication such as email campaigns, there are plenty of opportunities to enhance interaction and engagement. Keep reading for 16 interactive content ideas you can use on your website, in presentations, in downloadable content, on social media, and in emails.
To transform website visitors into active users:
Introducing interactive elements such as sliders and flip boxes are a simple way to add interest to your existing pages. But if you want to add fresh pages for the purpose of encouraging interaction, assessments and quizzes on your website are good options.
They allow visitors to understand and share their own requirements, and make for a personalized experience. For instance, a marketing consultancy could offer a digital readiness quiz to help potential clients understand their current stance in a digital ecosystem, guiding them toward the right services.
When blogs are infused with interactive content such as videos, slideshows, polls, clickable menus, and more, they transform the reading experience. It can lead to more time spent on your site and promote social sharing.
Case studies have been the bedrock of B2B proof points, but imagine elevating them with interactive elements. An interactive timeline of a project’s progress, or clickable before-and-after results can turn a case study from a static document into an engaging story that unfolds and delights.
- Calculator creativity
Calculators can be powerful interactive tools for B2B sites, allowing potential clients to get insights into cost savings, ROI, or even tax implications specific to your offerings, thus creating a value-adding and engaging user experience.
- Vibrant data visualization
Data visualization is essential in illustrating complex data, but imagine allowing users to interact with these graphs. This way, you turn data exploration into an engaging activity that not only communicates insights more effectively but also keeps users on your page longer.
To make presentations and reports come alive:
- Interactive sales presentations
Imagine a sales presentation where the client actively shapes the flow by answering questions or making selections. Think “choose your own adventure”. This level of customization can significantly increase engagement and retention while giving you immediate feedback on their interests and concerns.
Instead of static pages, interactive annual reports can involve the stakeholders by letting them delve into the details they care about most. They can click through financial charts, read explanatory notes on demand, and even compare year-on-year performance within interactive graphs.
To boost social media engagement:
- Poll your audience
Polls are a quick and easy way to foster interactivity. They aren’t just engagement tools; they are also data-collection mechanisms that can steer your content and product development based on real-time user feedback. For example, you could create a poll on Instagram Stories asking followers to choose your next product feature, boosting engagement and direct user feedback.
- Video ads with purpose
Video production experts can help create video ads that go beyond just viewing by incorporating CTA buttons, quizzes, and even product customization options within the video. This creates a novel experience and encourages immediate action.
- Carousels that get clicks
Turn a pdf into a LinkedIn carousel and create a slideshow post that visually breaks down complex industry data or insights, inviting users to swipe through. Instagram carousels are another way to do this.
To deliver downloadable that delight:
- eBooks that engage
By creating an eBook with embedded multimedia elements, hyperlinks, and interactive graphs, you provide a richer, more immersive learning experience that encourages readers to explore and engage with your content in-depth.
Traditional white papers can be elevated with interactive graphs, scroll-triggered animations, and even embedded audio clips that offer expert insights. A white paper with interactive elements is not only an informative document but an experience.
Read: ‘White paper design: 10 tips & best practices’
Imagine an infographic where users can click on different statistics for more in-depth information or change variables to see dynamic results. Interactive infographics not just catch the eye but hold the user’s attention.
To send an experience, not just another email:
- Marketing emails that inspire action
When introducing new offerings to your audience or inviting readers to visit a landing page, using interactive content in marketing emails can drastically enhance engagement.
Incorporating elements such as sliders or videos directly into emails not only boosts open rates but also encourages active participation, driving higher click-through rates and providing valuable insights into consumer preferences and behaviors.
Interactive newsletters can include live surveys, quizzes, and even interactive games that make every edition an event, not just another email.
- Internal communication that connects
Transform your internal communications by embedding interactive elements like quick polls, gamified learning modules, and clickable resource lists that engage your team in company updates and news.
For an overview on different emailer formats and their pros and cons, read our blog.
Conclusion
Interactive content is more than just a trend; it’s a strategic necessity in today’s fast-paced B2B environment where engagement is key. By embracing interactive content, you not only show that your brand can innovate, but you also prove your commitment to creating valuable, two-way conversations with your clients and prospects.
Take the leap and start integrating interactive elements into your content strategy. Whether it’s through a more vibrant website, dynamic presentations, engaging social media posts, enriched downloadable content, or interactive email campaigns, the potential to deepen your brand engagement is immense.
Remember: It’s not just about being interactive; it’s about prompting action in a way that adds value and builds relationships.
Ready to engage your audience like never before? Let’s talk about how you can bring interactive content and design to the forefront of your marketing efforts.
