Large corporations are making interactive content a cornerstone of their content marketing campaigns due to its ability to engage consumers in a dynamic two-way dialogue, a new study by the Content Marketing Institute and ion interactive has found.
The latest Symphony of Connected Interactive Content Marketing report shows that almost two-thirds of enterprises with more than 1,000 employees are now focusing their content efforts on interactive experiences, which generally take the form of quizzes, self-assessments, eBooks, calculators and infographics.
When interactive content is used near the top of the sales funnel, brands are able to educate an audience, increase brand awareness, drive lead generation and engage effectively with a target audience. The study notes that more than three-quarters of marketers who are already using interactive strategies are set to increase their reliance on them during the next 12 months, which is up four per cent on the figure recorded a year ago.
When asked about the benefits of content that requires participants to actively engage with it rather than merely reading or watching it, 87 per cent said that it is able to grab attention more effectively than static resources and 77 per cent agreed that it has reusable value, which can lead to multiple exposures and repeat visitors.
“The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information,” CMI Chief Strategy Advisor Robert Rose says. “In exchange for entertainment, engagement, or true utility, consumers are trustingly giving over accurate data in order to receive something they perceive as valuable.”
Interactive content isn’t just being used by large corporations either, as 46 per cent of all businesses said that they rely on it for valuable and relevant exchanges with customers. However, the report does note that measuring return on investment can be tricky at times, and it urges marketers to opt for lightweight forms of content and an integrated strategy.
Rose concluded: “Rather than focusing on producing one more piece, or some tactical quantity of interactive content, businesses would be wise to concentrate on getting more deeply connected and developing a more interconnected platform of interactive content experiences.”