The fight for audience attention in the digital environment requires constant innovation on the part of companies that aspire to prominent places. Wallis and Futuna Islands Email List More than attracting users to the brand’s content, the strategy should contemplate ways to retain their attention and enhance their engagement . In this process, one of the main challenges is to overcome the growing and intense competition to the point of developing best practices for creating interactive content.
Given the huge amount of material published daily, readers are increasingly demanding about what they consume. They look for informative, authentic pieces that convey market authority. To meet this demand, it is necessary to squander creativity and, above all, stay tuned in the main trends of the moment.
That’s where interactive content comes in . This type of material which is opposed to static has enormous potential to attract, nourish, retain and retain the public. To reach this level, however, it is necessary to adopt an above-average production process. That is what we will deal with in this text.
What are the differences between static and interactive parts
There is a lot of talk about interactive content, but what are the real differences between them and static pieces? Well, the names themselves give an idea, don’t they? The term “static” refers to something that doesn’t move, that doesn’t perform any activity. On the other hand, interactivity has to do with the idea of dialogue between two parties. In this case, brand and consumer.
Contents called interactive, unlike static ones, allow the reader to actively participate in their own experience . Instead of simply reading a text without many attractions, like so many others, the user has access to more elaborate pieces that insert elements to enrich their journey.
Thus, instead of being limited to reading the text, which can lead to loss of attention, the user interacts with quizzes , videos, images and other pieces that, in addition to supporting and complementing the information in the post, make it much more interesting.
Types of interactive content
Basically, any static content can be made interactive . You know that landing page that ranks well on Google, but still represents few conversions? Well, your conversion to interactive material can be the solution to reversing this scenario . And that is absolutely possible.
It is important to highlight that, when we talk about interactivity, we are talking about a concept that is not as complex as many people believe. It’s just about finding ways to let consumers feel part of the experience.
In the landing page example, replacing a static form with a more intuitive and interactive one might be the missing piece. But let’s not get stuck on that kind of material. Discover other common types of interactive content and learn a little more about them.
interactive quizzes
Interactive quizzes are valued for their playful character, which motivates the persona to continue with their experience. They can be inserted into blogposts, ebooks, infographics , or simply made available independently. The idea is to present clear and pertinent questions, making the reader interested in discovering the answers.
While participating in the experience, which even resembles a game of questions and answers, the reader, almost without noticing, gains information directed by the brand.
These materials are useful at various stages of the shopping journey . At the top of the funnel , they serve to educate the lead. In between, they can instigate questioning. In the end, as shown in the example below, they can simply indicate the best solution available to the customer, based on their answers.
Interactive Calculators
Another very versatile type of interactive content is calculators , as they allow customers to take charge of their own experience and obtain personalized information. List Provider Typically, these pieces are implemented at the decision stage as a tactic to unravel the benefits the buyer can derive from opting for a solution.
One of the most used examples is the ROI calculator . Based on the data entered by the user, the tool calculates the likely return on investment to be made.
Interactive Infographics
Interactive content is an excellent means to convey complex information, as it allows the insertion of different visual elements, such as graphs and diagrams. In addition to being able to rely on other interactive pieces, such as quizzes, the interactivity of these materials often appears in the form of navigation proposed.
In some cases, information is only revealed when the reader scrolls down or hovers over an image. In other models, information entered by users modifies the character of the elements that will be visualized, considering the stage of the funnel in which the person is, as well as other characteristics.
A good example for what we just described is this infographic created by Right Source . Watch it carefully. Vibrant, eye-catching colors combined with visuals that only become visible after the user takes some action — in this case, scrolling the page.
In the material just presented, it is essential to pay attention to how design and copywriting are worked . Concise, clear and standardized texts are combined with pictures, colors and graphics that enrich the experience. It is evident that this type of production differs from that linked to static pieces.
