Games people play 5 types of interactive content (2)
5 Interactive Content Game-Changers
The Problem is:
STEVE JOBS researchSTEVE JOBS
How to engage and
keep engaging your
• You have 14 seconds before a viewer leaves
your web page.
• Our collective attention span has dropped
to 22 seconds
• People will read only 20% of the words
loaded on the screen in front of them.
• A Video loses 50% of its’ viewers every 30
Mobile Marketer states that interactive content:
• Boosted viewing time by 47%
• Increased purchaser intent by up to 9 times
• Have a conversion rate of about 11%
(Google Ads has about a 1% conversion rate as a comparison)
CMI/Ion Interactive found that:
• 77% agree that interactive content can have
reusable value, resulting in repeat visitors and
• 75% agree that interactive content can provide a
“sample” of the brand, resulting in a higher degree
of lead nurturing.
• 73% agree that combining traditional content
marketing tactics with interactive content enhances
retention of their organization’s message.
• 68% agree that interactive content provides
valuable ways to repurpose their organization’s
The Solution is
It is news-buzzy.
It is Forward
And it is
it identifies customer behaviors and
preferences; then it
Creates personalized messages to your
surveys and quizzes
interactive infographics, charts, graphs,
and maps and many other types
Content Marketing is about delivering relevant
content to your audience at the right time, for
the right reasons, and on a consistent basis.
Interactive Content Marketing takes that
relevant content further:
If Content Marketing is the story you
are telling your user, then interactive
content is the part of your story that
actively involves your audience in
These forms of content encourage
discovery and user-driven learning,
empowering the user in following
their individual interest, in a style that
work best for them.
Some ideas for interactions
• Clickable elements
• Animated illustrations s
• Radio buttons or
• Check boxes
Let’s look at 5 of the most popular types of
interactive content design that, when
deployed, can make a huge success in
your content marketing campaign.
Some benefits of online surveys and quizzes:
• A better understanding of what makes your customers tick
• A gauge for customer satisfaction
• A method to gather feedback
• They are cost-effective
• They streamline fast data collection
• Data that is gathered is more accurate, since it can be targeted
• Customizable surveys
• Surveys are objective
• They are easy for the user
POUNDED with marketing and
Online quizzes engage and entertain
your audience, keeping their attention
on your PRODUCT.
During the last five
years, the average
attention span has
down to 8 seconds.
Online quizzes are a fun way for
people to engage with your brand.
If you are consistent with quizzes,
your brand can stay top of mind
when your user is ready to
Online quizzes can assist you in
gaining a better understanding of
your users, creating stronger, long
term relationships with them.
Interactive infographics, graphs,
charts, maps, and micrographics
function in similar ways.
Each of these elements are visual
compilations of complex information-
- making that information easy to
infographic, graph, chart,
or map are better options
to present a wealth of
data and interesting
information while keeping
your audience’s attention.
Data-rich concepts are turned into a visualized story.
Fonts, colors, type size and other design treatments are used to enrich
the stories that are told.
Infographics, graphs, charts, and maps can share visual content in a
way to engage the user beyond a text-heavy article or report, while
still sharing your brands unique identity with their customers.
Interactive Videos, Motion
Graphics, and Multitouch
For increasing engagement on a motion
graphic or a video, or to make sure that
your viewer watches through to the end
of the video, try adding: interactive
elements such as:
• mouse-over elements
• tags and hotspots
• video quizzes where people can
answer questions about themselves
or the content along the way
• toggle buttons between two videos
showing different sides of the same
Interactive video has
a 9 times higher
sticky hotspots than
Shoppable videos with immersive
experiences showing key features:
• Clickable hot spots
• Sticky: move around with the object
• Overlays: with clickable, shoppable
• Data Capture forms
• Links to external websites
• Downloadable content
• Branching-gives viewer ability to
control the narrative by choosing the
•360 degree viewing- changing the
viewing angle to any that the viewer
Ebooks are common for
Many provide useful content,
Ebooks might be considered
humdrum and might not
pivot the customer further
into a conversion.
A solution is to make your
Interactive element in
Ensure the game is fun enough for your user to keep playing.
Sales and marketing messaging should be a very light touch in the
game, possibly not even present.
Give your gamer something they will love to play, which will build trust
and confidence in your brand over time.
After that trust is established, you will obtain sales.
Games as interactive content are possibly the most fun and offers more
creativity in design and function.
Gamification is now considered one of the most popular marketing
Games can be fun, but also can educate and inspire the consumer.
Start Simple. Create a poll or a survey to
see how your interactivity works with
Expand on your interactive content based
on your audience’s behaviors and
Make sure that your consumer needs align
with your marketing budget, and that you
are able and willing to make the
investment into more significant
When developing your interactive content:
How to apply those tools to a Content Marketing strategy?
The interactive content elements can generate business opportunities for those who
apply them in a well-planned and well-structured Content Marketing strategy.
Interactive content can generate very positive results, as long as these factors are
• buyer personas
• market niches (why your product/brand/company instead of a competitor)
• products and services
• type of interactive content
• the promise of the content (educational, instructional, enjoyment, inspirational)
• design and usability (ease of use)
• A/B test interactions of users with the interactive content, continue to
analyze for effectiveness, and fix issues.
Interactive content tools will help the construction of interactive content that
engages the user and help them become customers.
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