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There is a striking irony in content marketing.
Although most content is static, interactive content usually delivers better results.
According to an analysis of content engagement data by Mediafly, interactive content generated 52.6% more engagement than static content. It also found that shoppers spent an average of 53% more time on interactive content (13 minutes) than on static content (8.5 minutes).
And yet only 14% of marketers surveyed by HubSpot said they plan to try interactive polls and games in 2024.
Maybe they (and you?) just need a little push – some inspiration to run those quizzes, polls, games and more.
Creative agencies that deliver interactive content to their clients offer examples, tools and suggestions for successful implementation.
Give your audience a calculator or a game
Banish Media developed an interactive mortgage calculator that helps prospective homebuyers estimate their monthly payments based on different scenarios. Quiz takers provided their email addresses to receive personalized reports and generate leads for real estate firms.
Banish Angural from the agency says they used Outgrow to create the calculator for a real estate client.
Here's an example of how it works. (For client confidentiality reasons, Banish Media is not allowed to share the actual calculator.) Users answer several questions, including gross monthly income, amount of taxes paid, and monthly medical and insurance costs, and the dot moves to the appropriate spot in the dollar range. In the column to the right, users can see the money available for total monthly income, expenses, and money available for savings.
Users can also submit their information if they want someone from the real estate company to contact them and they can also share the results with others via email.
For a wellness client, Banish Media used Typeform to create a quiz. Visitors provided their preferences, health goals, and contact information and received personalized recommendations in return.
Games also work well when they align with clients' retail marketing strategies. Banish recently used Gamify to create a mix-and-match game that allowed players to earn product discounts. Brands benefit from increased user engagement, longer time on site, higher lead generation, and increased sales.
“To integrate these tools into a content strategy, you need to have a deep understanding of your audience’s preferences and behaviors,” says Banish.
Just ask the New York Times, which bought Wordle, and LinkedIn's recent push to harness the power of games to attract and keep users on its site.
Survey your visitors and followers
David LaVine, founder of RocLogic Marketing, uses the WordPress plugin Forminator to create surveys on his website to better understand the interests and needs of his potential customers.
In this survey example, he asks respondents what aspect of inbound marketing they most need help with. He also gives them something back—a glimpse into how their peers voted. By displaying the results publicly, survey respondents can see how their thoughts or actions compare to others in the industry.
David also posts the survey results in his content and gives his opinion on them, as he did in this article about the obstacles to choosing a niche. “It forces me to sharpen my thinking on the topic and allows me to offer my perspective,” he says.
Don't forget about embedded poll features on social media, either. Alexis Quintal, CEO of Rosarium PR & Marketing Collective, says the simplicity of LinkedIn's polls gives users instant, actionable data.
Their client Paul Muchowski used it as a research tool for future content. The developer of a CBD supplement for sleep asked respondents which aspect of sleep they wanted to improve. LinkedIn users could select sleep quality (56%), sleep duration (17%), time to fall asleep (17%) and energy upon waking (11%).
“Not only do these polls get higher participation rates than traditional text posts, but they also provide a quick and creative way to gain valuable insights from your network,” says Alexis.
Because the creator of a LinkedIn poll can see how each person voted, you can take a closer look at voters' profiles and better understand who interacted with your content.
Turn text into videos and games
LinkedIn polls and quizzes created by Typeform work for Michigan Creative, but their custom landing pages with videos also work well, says agency CEO Brian Town.
In this example, Michigan Creative shows four videos of varying lengths: CHI Aviation's brand video, Wieland's core values, an ICC interview video, and a Sanctum House testimonial.
The viewer is then asked about his or her favorite video, his or her name and his or her email address.
Brian says once they submit their preference, Michigan Creative sends an email that begins, “Great choice! We love this style too…” and asks the recipient to schedule a meeting with the team.
“This interactive approach not only engaged viewers, but also gave us insights into their preferences and needs, allowing us to make our follow-up communications more effective,” says Brian.
Tom Jauncey, self-proclaimed chief nerd at Nautilus Marketing, says the agency has found that interactive videos work well. Tools like Playbuzz and Wirewax (now part of Vimeo) let viewers make decisions that affect the outcome of the video. For example, an education-focused company could create several learning modules and let viewers' choices determine which one is shown.
Using the augmented reality (AR) tool Zappar, Nautilus Marketing takes its retail customers into a new world. They create interactive experiences that enable virtual try-ons and provide additional product information.
The agency also uses the Ceros platform to add gamification to content. For one client, it created fitness mini-games that encouraged users to reach their daily exercise goals. Tom says that gamification resulted in 60% higher user engagement compared to non-interactive content and 45% higher retention compared to non-gamified content.
Adapt interactive content to your marketing and sales strategies
Lyn Collanto, marketing specialist at KBA Web, advises being strategic about each option you consider. “The key is choosing the right tool for the job and making sure the interactive elements align with the overall strategy and user experience,” she says.
KBA Web created a Typeform quiz for a marketing automation client called “What’s your digital marketing superpower?” After marketers completed the quiz, they received personalized recommendations for tools and strategies. This increased lead generation by 150% and increased social media engagement by 30%.
With the help of Apester, KBA Web developed a series of interactive polls and quizzes that asked users about dream destinations, travel preferences and must-have experiences. By embedding the quizzes and polls in its travel clients' blog posts and guides, they improved time on page by 35% and increased social shares by 200%.
The distribution strategy for interactive content often determines its fate. Lyn explains the channels KBA Web uses:
- Website and blog integration. Place a quiz in relevant content to give users an interactive experience that complements the topic.
- E-mail. Promote quizzes through targeted email campaigns. Segment your email list based on relevant criteria such as interests, past behavior, or stages of the buyer's journey.
- Content syndication. Promote the quizzes on other relevant websites and platforms. KBA reaches out to websites where the target audience is asking for it and asks them to offer the quiz or other interactive content on their website.
Don't forget to include social media channels in your sales mix, advises Rahul Vij, managing director of Webspero Solutions. The agency recently created a quiz using Google Forms called “Discover your perfect workout in 5 minutes!” The social media posts included a quiz link and a picture of someone happily working out.
Although he cannot disclose the exact results due to customer confidentiality, Rahul says the quiz provided important clues and provided valuable user data.
Engage with your content
You don't have to say goodbye to static content in your marketing mix just yet. But you should start brainstorming how to convert visitors into active content participants.
Start simple: use embedded features on social media and see how your audience responds. If that goes well, invest in tools to create polls, quizzes and games that you can distribute on your websites, blogs and social media channels.
With only 14% of marketers considering interactive content this year, you'll be ahead of the game if you actually implement it. Your analytics (and your audience) will thank you.
All tools mentioned in this article were suggested by a contributor of the article. If you have a tool to suggest, share the article with a comment on social media.
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Cover photo by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
