“Interactive content is like augmented reality for a web page.” – Content Marketing Institute
If you’re a content marketer, you know how hard it can be to create engaging content consistently. Audiences tastes are always changing, platforms are evolving quicker than ever and attention spans are steadily on the decline.
Today’s marketers must not only create high-quality content that keeps audiences hooked, but they must also be able to deliver measurable results for businesses.
That’s where interactive content comes in.
What Is Interactive Content?
Interactive content is a better way to engage your audience, generate leads and sales and extract actionable insights. It’s content that requires users to participate actively rather than passively.
In return for their participation, users get personal & relevant results that are meaningful to them. This leads to higher engagement and conversion rates for your content. This results with deeper insights, more leads and sales depending on your use case.
Popular Types of Interactive Content
Following is a list of some of the most popular types of interactive content that you can use to boost engagement, gather qualified leads, increase sales / revenue and extract actionable insights.
Interactive Quizzes are one of the most engaging and viral forms of interactive content. Two of the most popular formats are personality quizzes and trivia quizzes.
Trivia Quizzes contain questions with right or wrong answers. When a user selects an answer, they immediately see whether or not they got it correct, before moving along to the next question. At the end of the quiz, they can see how many total questions they got right.
Personality quizzes ask users to answer a series of questions to reveal an interesting insight into a topic. This kind of quiz can ask the reader questions such as “What Present Should You Buy Your Mom?”, “What Travel Destination Fits Your Personality?” or “Which Pop Star Is Most Like You?”. The great thing about personality quizzes is that you can connect each answer combination with specific outcomes to create personalized results for each user.
For more information, check out the Quiz Maker Product Page
Interactive Assessments can be used for many different needs. Examples include evaluating how well students are progressing in their learning, assessing a candidate as part of a job interview, checking out your employee knowledge on the subject. Opinion Stage lets you easily create assessments either from scratch or based on templates and then distribute them on your site or on dedicated landing pages on the site. The assessments look and perform great on all platforms including desktop, tablet and mobile.
For more information, check out the Test Maker Product Page
Interactive Polls are another popular form of interactive content that can be used to gain quick insights about your readers and to boost engagement on your site. Polls typically ask a question, and after the user participates displays a breakdown showing how everyone else answered the question. Polls are incredibly effective because people love sharing their opinions or preferences. You can use polls for a wide variety of purposes – finding out whether users like your new website, running a raffle, or finding out your audience’s favorite celebrity.
For more information, check out the Poll Maker Product Page
Interactive Surveys are made up of closed and open-ended questions that help you better understand your audiences. Surveys in Opinion Stage are interactive displaying one message after the other. You can also integrate media inside the survey to make it more engaging. Due to their appeal and interactivity, Opinion Stage surveys get up to 3x more responses compared to traditional surveys. Create a survey is really easy using optimized templates that are geared for different use cases.
For more information, check out the Survey Maker Product Page
Interactive Forms are great for collecting information from your users. It is easy to create a form from scratch or using one of the hundreds of templates offered by the platform. The forms integrate with all popular marketing and email automation platforms. You can also configure to get immediate notifications when a user submits a new entry. Opinion Stage let’s you customize every aspect of the look & feel of the form so it perfectly matches your site and brand.
For more information, check out the Form Maker Product Page
Interactive Slideshows are also an effective alternative to traditional blog posts and long-form content. They are especially useful for simplifying complex topics and increasing engagement on social media. You can expect your users to spend up to 2x more time on your content when you organize it in a slideshow rather than in a static article. Making slideshows is really easy and you can customize almost every aspect of the look & feel. A drop-off repport and a/b testing will let you optimize your slideshow for maximum performance.
For more information, check out the Slideshow Maker Product Page
Benefits of Interactive Content
Interactive content helps keep users interested in what you have to offer while giving you a better picture of your audience. It’s a win-win situation with several benefits:
Increased Engagement Rates
Engagement is an essential metric for content marketers. It tells you whether people are interested in your content and how often they participate on your site.
A recent study by Demand Metric found that interactive content (compared with passive content) increases content sharing (from 17% with passive to 38% with interactive content), competitive differentiation (from 55% to 88%), and conversions (from 36% to 70%).
More Attention to Your Messaging
Using interactive content is a great way to increase the length of time users spend on your site. The more time people spend interacting with your content, the more they’ll trust your business.
Users that trust you are more likely to develop brand loyalty and appreciate your branded messaging and offers.
Better Buyer Profiles
Interactive content makes it easier to gather valuable data about your users, letting you can gain a better understanding of their needs, opinions, and challenges. The best part about it all is that this data comes directly from the customers.
You can use the data to create detailed buyer personas for your marketing campaigns and to uncover useful insights about your users.
Interactive content is a powerful tool for re-marketing campaigns because it enables you to create personalized messages for each customer that engages with your site based on the answers they provided to focused questions you created.
You can create unique buyer personas based on the responses you get on your content. You can then increase conversions and open rates by creating re-marketing campaigns based on these personas. Your re-marketing campaigns can be based on emails you gather while users participate in the activities or based on ad re-marketing that sends different messages to different users based on the answers they provided while participating in your interactive content activities (e.g. polls, quizzes ,etc).
How to Create Interactive Content
Creating interactive content is easy when you use Opinion Stage. Just follow the steps below.
Define the goal
Start by defining what you want to accomplish with your interactive content. Is your goal to increase brand awareness? Drive traffic? Generate leads? Or increase ad revenue?
Apply the SMART framework when creating your goals — they should be Specific, Measurable, Achievable, Relevant, and Time bound.
Use quantitative metrics – saying you want to increase lead volume by 30% in 15 days is a better goal than merely saying you want to improve conversions.
Select the right format
The second step to creating interactive content is to select a content format that will help you achieve your goals.
Check out the different types we offer and select the one that matches most your use case. For example, if you are looking to generate social shares and viral traffic, you should probably select a personality quiz. If you are looking to generate qualified leads, select a poll or quiz and integrate a lead form inside it.
Pick a topic
An excellent way to come up with topic ideas for your audience is to look through communities where your audience spends the most time.
Look at Facebook groups, Quora, and other online forums to find the most discussed topics, and then create content around those topics.
Use marketing automation
Make sure you connect your marketing automation platform with Opinion Stage so you can see the impact your content makes to your existing campaigns.
Every lead you generate from your content will automatically populate your lists, and show up as a contact for both your sales and marketing teams.
Tracking Content Performance
One of the great things about interactive content is that it offers a very high ROI for both B2B and B2C companies. Whether you’re marketing enterprises, startups, local businesses, or an agencies, you’ll be able to increase your most important metrics.
The best way to check the performance of each piece of content you create is to use Opinion Stage’s built-in analytics dashboard. It allows you to track metrics such as views, completion time, engagement, lead volume and more.
Using these metrics, you’ll get a clear picture of what works and what doesn’t.
Interactive content will continue to take center stage as more businesses look for new ways to engage their audiences. Formats such as quizzes, surveys and polls can add value above and beyond what you may be able to achieve with static content such as blog posts and ebooks.
At Opinion Stage, we’ve helped over 100,000 brands, agencies and publishers deliver fantastic results, and developed all the tools and resources you need to get up and running as quickly as possible.
You can explore all of Opinion Stage’s essential features by signing up for the free plan or upgrade to a paid plan to get access to more advanced features.
All our plans have monthly and yearly subscriptions options and come with hundreds of templates you can use to get up and going in no time. You can also use our landing pages to host your interactive content, just in case you don’t have your own website to embed them on.
Have a question about how our platform works or need help getting your account setup? Feel free to contact us anytime. We are more than happy to help you.