Content marketing is incredibly effective at generating audience engagement, brand differentiation, better quality leads and increased sales. Because of this, marketers are increasing budgets, resources and the sheer magnitude of content production.
But with the rising tide of content it can be challenging to stand out, differentiate and demonstrate compelling results.
There is a significant opportunity to achieve higher engagement, consumption and conversion by transforming static content that is meant to be read into experiences that are meant to be interacted with.
It’s one thing to create content and distribute it; it’s another to distribute it in a way that is understood, enjoyed, consumed, shared and acted upon. Interactive content marketing helps.
Interactive content is a browser-based digital experience designed for visitor participation. It isn’t content created solely to be read or watched, rather it’s designed to be something that your audience engages with.
Consider some of the most common content marketing tactics—articles, blogs, white papers, webinars, research papers, case studies, videos. Consumption of this content is entirely pass/fail. It is either read (or watched), or it isn’t.
By contrast, an interactive content experience is intended to be participatory, often including a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor with the content itself. Interactive content can take the form of any type of specific digital experience, such as:
Great content, presented in a meaningful way, can be an incredible way to educate, influence, and persuade your audience while building a strong affinity for your brand. But it’s not enough to create great content. The content itself is only the conduit by which we drive engagement, affinity, leads and sales. Interactive content experiences bridge the gap. And, these types of experiences are inherently measurable, providing rich audience and individual insights into content consumption, engagement and conversion.
*Demand Metric, Enhancing The Buyer's Journey
The cacophony of content has become deafening — it’s asymptotically impossible to break through the noise with one more white paper, infographic, webinar, or eBook.
The burden on prospects to absorb all that passive content has become too heavy.
Fill-out-a-form-to-get-an-asset lead generation tactics have become stale — and due to way too much shlock on the other side of submit buttons, prospects are increasingly skeptical of taking the bait.
The value of data from expressed behavioral characteristics of prospects — to feed internal analytics and external personalization — strongly incentivizes marketers to pursue genuine engagement over artificial conversion.
The shift in the buyer’s journey, away from dialogues with salespeople to more self-service research and evaluation in digital channels, now puts the onus on marketing to provide more consultative and useful interactions. There’s a widening gap here today.