Why Interactive Content is Critical to your Marketing Strategy


Producing unique content is a challenge for businesses. Interactive content adds value for the user by creating a two-way dialogue – enabling a tailored, user-focused experience from start to finish.

When Expedia took up the initiative of creating a unique experience for children battling cancer at St. Jude Children’s Research Hospital in Memphis, they didn’t fathom the extent of its impact. These children are incapable of traveling but desire to see the world; Expedia chose to bring the world to them. They use interactive content to make the difference.

Expedia employees travel to exotic locations where, with the use of 360° cameras and live-streaming technology, they share the power of travel with kids who need it most. Expedia urges its users to donate their travel points so that these terminally ill children get a chance to see the world in virtual reality. In return not only does Expedia fulfill its social responsibility but also gains mileage as a brand.

When you aim to educate, engage and encourage immediate participation among your audience, interactive content tools reign supreme. Interactive content requires the audiences’ active engagement — more than solely reading or watching. In return for that engagement, viewers receive results they care about.

What benefits does interactive content provide to B2B and B2C businesses?

The amplified potential for engagement is a compelling reason for both B2B and B2C marketers to consider adding interactive content with participative activities to their marketing arsenal. A high level of engagement through interactive content offers prospects a more valuable buying experience and helps them relate to the product. At the same time, B2B marketers are empowered with deeper insights for future marketing initiatives.

This demand for engagement through interactive content, as well as the opportunity for marketers to get a view of prospects’ buying behavior, is driving the growth of content marketing within the B2B and B2C marketplace. Whether it is consumer brands, equipment manufacturers or media companies; all kinds of businesses are now using interactive content to develop larger databases, garner rich prospect profiles, and advance lead scoring.

Here is a list of interactive content tools that work!

    1. Calculators and configurators: An ideal interactive content tool for automotive brands and financial institutions, these tools can help your customers compare the costs of products, estimate spend as well as evaluate the benefits of the options they may be considering.
    2. Quizzes and surveys: These can be used to check your audience’s knowledge or opinions on a topic. Once the awareness level is known, the marketer should then provide only relevant content that will influence and educate the audience.
    3. Multi-touch photos and videos: Providing consumers a 360-degree view of the products, services, or experiences you offer helps them virtually try before they buy. This makes the experience more physical and potentially leading to greater satisfaction with their purchase decisions. This tool can be used for almost any type of business offering — cars, clothing, resort vacations and much more.
    4. Interactive e-books: If you publish white papers or research reports, you can use a voice-over narrative for quick listening or a navigable version to help readers locate the most relevant sections quickly.
    5. Live chats, troubleshooting tools and diagnostic tests: These tools can be used to improve online customer service, surge a brand’s ability to respond to customers’ inquiries and issues and reduce response time for technical support by phone or in person
    6. Assessments: Assessments help marketers provide personalized information and benchmarks based on the consumer results. Through an assessment, the marketer can find out more about the consumer such as the intensity of demand, current product usage and more.
    7. Interactive infographics and data visualizations: Using navigable or animated infographic or other vibrant visualizations based on statistics can help you position raw data in a context that will be simpler for your audience to understand and adopt.
    8. Content wizards and recommendation engines: These work as an online tour guide to your content library by using an initial assessment to understand your site visitors’ need, and then serve up the content that’s most likely to satisfy them.
    9. Map overlays: Attractive actionable maps help marketers to depict geography in an interactive manner. From depicting global presence to marking landmarks, interactive maps help further educate the consumer about the marketer.
    10. Virtual reality and augmented reality overlays: Use these technological improvements to take your audience into a world of your creation and enable them to experience your product in a way they may never have imagined would be possible.

Match the interactive format to its intended function

Not only does interactive content inflate the site’s page views and engagement metrics, it helps marketers achieve important objectives such as building brand awareness, sourcing leads and generating sales. With the help of well-structured copy, a landing page, and a carefully created call to action, interactive content can help you draw in leads and prospects, and induce them into establishing a more meaningful connection with your brand.

Interactive content is an influential and adaptable way for B2B and B2C marketers to enhance their content’s reach and performance. But with higher-than-average resource requirements and so many formats to consider, marketers must carefully weigh the pros and cons of their content strategy before trying to incorporate interactivity into their marketing mix.