The world’s leading brands created some awesome interactive content in 2019. From the New York Times’ interactive news stories, to ongoing interactive contests by Oreo, it’s clear that engaging, data-driven experiences are leading the pack when it comes to modern content marketing.
So, how can you get started? If you’re new to interactive content, the choices and types of experiences might seem overwhelming; if you’re a seasoned pro, you may be looking for inspiration for your next campaign. Either way, we’ve got you covered.
Let’s dive into five types of interactive experiences (with examples of each) that you can create to differentiate your content, engage your visitors, and increase conversion.
In some ways the assessment is the classic interactive experience. It’s a straightforward approach to getting to know more about your consumer, using a series of targeted questions that work to uncover pain points or test knowledge on a specific topic related to your industry.
Here’s a great example of an interactive experience created by Korn Ferry. In this simple, 5-question assessment, the visitor provides details on their job role and company size in order to receive a personalized report on salary trends—all based on their inputs.
In 2018, we conducted a research report with Demand Metric about the current state of interactive content marketing. The result was a 40-page PDF, chock-full of valuable data.
As a marketing team, we printed out the report, highlighting passages that we found especially impactful. Together we strategized for and designed an interactive infographic that contained the “best-of” statistics from the report, and that contained dozens of interactive elements to keep the visitor invested and engaged. Our sales reps pointed prospects to the piece on calls, demonstrating the value of interactive content marketing with one easy-to-follow link.
Nothing proves value like an interactive ROI calculator. Although the logic for a calculator can be more challenging to create, the results are worth it.
In this example from Cengage, visitors can discover how much they can save on course materials with their Cengage Unlimited offering, as opposed to buying materials individually. With a few simple inputs of the student’s courses, the results page quickly demonstrates the exact savings the student can expect to receive.
The Solution Finder
A solution finder is a great way to connect with those who are further along in their journey.
With the goal of increasing applications, UNE Australia built a solution finder that focused specifically on students pursuing a teaching degree. Due to changes from their federal government, becoming a teacher had recently become more challenging, and UNE wanted to help students navigate their options.
The solution finder provides recommendations to students based on the type of teaching degree they want to pursue, asking them targeted questions that will determine if that degree is the right fit based on their qualifications and the new government regulations.
While it’s a mainstay of content marketing on its own, the addition of interactivity to static eBooks has opened up a world of possibility.
Perfect for educating customers or prospects on a more complex or lengthy topic, an interactive eBook can be personalized to only display relevant content to the visitor based on qualifying questions.
24-Hour Fitness took the interactive eBook a step further, creating a digital magazine that contained dozens of articles in different categories.
2021 Trends for Interactive Content
Looking for more interactive content marketing trends? Check out our latest webinar, where we dove into the latest types of data-driven experiences, and more.