Marketing Trends


Interactive Content


Interactive Content

Content marketing is intended to gain the interest of consumers by creating content that is interesting and stimulating. Content marketing doesn’t intend to promote a brand but it stirs interest for the product and services the brand provides. Content isn’t just about written articles and passive content, but it’s allows the users and consumers to interact with the information. Whether it’s just clicking a button to manipulate an action or answering a few questions for fun, anything that allows the user to make an action for something in return is interactive content. And with technology constantly advancing, content marketers have been searching for new and unique ways to stimulate interest for their brand, and what the users are looking for seem to be engagement and interactions.

Ion Interactive is a software company that promotes the use of interactive content by providing services to create interactive content experiences to a large variety of audiences. Because Ion Interactive is a company that focuses on interactivity, they sponsored a 2016 study from the Content Marketing Institute that researched the growth and effectiveness of interactive content, and how content marketers are using it. The study was conducted with a survey given to 20,000 content marketers and collected data on their opinions and beliefs of content marketing to understand how, why, and how often it's being used.


Trends

Examples of interactive content are assessments, surveys, quizzes, interactive infographics, calculators, etc. Content Marketing Institute discovered the top interactive content that content marketers say they use and when they believe it is most effective. They focused on three stages of content marketing: awareness, consideration, and decision. There are a lot of different types of interactive content being used, but they are found to be most effective in different stages.


Why

Why should interactive content be used? Over half of content marketers said they use interactive content to educate the audience, for engagement, to lead generation, and for brand awareness. White Hat Agency is a marketing agency in downtown Austin, TX that is in the process of creating an animated infographic for one of their clients. The animated infographic will be a 3D hand that can be manipulated to share information with data. Bailey Woodling is an account manager at White Hat that believes this infographic will educate the audience.

"Interactive content with an incitive would help increase awareness and help get the campaign message accross."- Bailey Woodling


In the study, content marketers also ranked how effective they find interactive content to be and how it compares to passive content.

Reasons for Interactive Content : Percent Used:
Educating the audience 75%
Engagment 59%
Lead generation/top of funnel 58%
Create brand awareness 57%
Conversion 49%
Social media/ communuity engagement 33%
Lead nurturing/mid-funnel 31%
Customer retention/loyalty 31%
Storytelling 31%
Sales/sales enablement 28%
Other reasons 4%

More Stats!

79%

of content marketers say that interactive content enahnces retention of brand messaging

81%

of content marketers say that interactive content grabs attention more effectively than passive content

79%

of content marketers say that interactive content results in repeated visitors and multiple exposure

66%

of content marketers say that audience engagement has increased in their organization since using interactive content tactics

67%

of content marketers say that interactive content provides valuable ways to repurpose existing content

91%

of buyers prefer more interactive/visual content that can be accessed on demand


How

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Place: Percent Used:
Landing pages 64%
Social media platforms 51%
Microsites 46%
Blogs 45%
eNewsletters 38%
Corporate home page 34%
Paid content promotion services 18%
Other places 6%

Reason/Motivation:Percent:

Success

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Content TypeCreatorInteractive Content