{"id":6563,"date":"2017-10-17T11:06:11","date_gmt":"2017-10-17T11:06:11","guid":{"rendered":"https:\/\/weblizar.com\/blog\/?p=6563"},"modified":"2025-08-11T11:39:31","modified_gmt":"2025-08-11T06:09:31","slug":"interactive-content-can-benefit-web-owners","status":"publish","type":"post","link":"https:\/\/weblizar.com\/blog\/interactive-content-can-benefit-web-owners\/","title":{"rendered":"What is Interactive Content And How It Can Benefit Web Owners"},"content":{"rendered":"<h3 class=\"clr-orange\">Benchmarking of Modern Day Marketing<\/h3>\n<p>The bar is set pretty high for modern marketers. Even with unprecedented budgets, headcounts, and resources, execution is hard. Tasked with the growing expectations of\u00a0<a href=\"https:\/\/www.infigosoftware.in\/\" target=\"_blank\" rel=\"noopener\"><strong>proving and improving ROI<\/strong><\/a>, demand generation marketers need solutions that will deliver\u00a0<strong>results across the board<\/strong>. Marketers need solutions that engage their audience \u2013 that activate top prospects who rapidly become highly qualified leads for sales and close more quickly.<\/p>\n<h3 class=\"clr-orange\">Making Your Way Through The Noise<\/h3>\n<p>Content marketing is one of the most effective ways to find and engage your audience \u2013 86% of B2B marketers today are using content marketing, and 70% are creating more content today than they were a year ago. This stuff works. But marketers are still struggling to create\u00a0<strong>\u201cthe kind of content that engages\u201d<\/strong>\u00a0\u2013 simply too many of us are creating content that never sees the light of day.<\/p>\n<p>What kind of content engages?\u00a0<strong>Content that adds value for the user.<\/strong><\/p>\n<p>Interactive formats add more value for the user by creating a two-way dialogue \u2013 enabling a personalized, user-focused experience from start to finish.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Recommended Post:<\/strong><\/span>\u00a0<a title=\"5 Easy Steps Which Will Help You To Improve Content Instantly\" href=\"https:\/\/weblizar.com\/blog\/5-easy-steps-will-help-improve-content-instantly\/\" target=\"_blank\" rel=\"noopener\">5 Easy Steps Which Will Help You To Improve Content Instantly<\/a><\/p>\n<h3 class=\"clr-orange\">What Interactive Content Looks Like<\/h3>\n<p>Interactive content comes in many shapes and sizes, but they all start from a small number of core content types.<\/p>\n<ul>\n<li><strong>Assessments<\/strong>\u00a0&#8211; Through a series of questions, users are bucketed into one of the several categories. The classic Cosmo Quiz setup.<\/li>\n<li><strong>Calculators<\/strong>\u00a0&#8211; Answer options are plugged into a back-end set of calculations that spit out a unique, numeric result for the user.<\/li>\n<li><strong>Trivia<\/strong>\u00a0&#8211; The \u201cpub quiz\u201d style, trivia includes questions with right and wrong answers with a scored output.<\/li>\n<li><strong>Polls\/Surveys<\/strong>\u00a0&#8211; Method of gathering feedback, opinions, and valuable insight from your users \u2013 usually in the form of a questionnaire with no right or wrong answers.<\/li>\n<li><strong>Brackets<\/strong>\u00a0&#8211; A round-by-round \u201cknockout tournament\u201d format set up to determine a winner \u2013 whether it\u2019s \u201cMost Annoying Social Media Behavior\u201d or \u201cBest Holiday Movie.\u201d Think \u201cMarch Madness.\u201d<\/li>\n<\/ul>\n<p>Marketers use these building blocks to create\u00a0<strong>stand-alone experiences<\/strong>, such as ROI calculators or persona assessments, or to<strong>\u00a0layer into existing content<\/strong>\u00a0to build things like interactive infographics, interactive videos, and interactive white papers.<\/p>\n<h3 class=\"clr-orange\">How Interactive Content Stands Apart<\/h3>\n<p>At its core, interactive content is a way to\u00a0<strong>have a conversation<\/strong>\u00a0with your audience. Interactivity brings the dynamism and persuasive power of an in-person interaction to a landing page, blog, email, paid media ad \u2013 or anywhere else you might find your audience.<\/p>\n<p>Part of why it works is because humans simply can\u2019t resist the call to test themselves, compete, compare, share their opinion, and have fun. At the same time, there\u2019s a give and take with the content that allows the user to get a very different result or next step in their content journey based on how they answered \u2013 and that\u00a0<strong>personalization is appealing.<\/strong><\/p>\n<h3 class=\"clr-orange\">Who Can Use Interactive Content?<\/h3>\n<p>Interactivity has been a staple of advanced digital marketing for years, with powerhouses like\u00a0<em>The New York Times<\/em>\u00a0and\u00a0<em>BuzzFeed<\/em>\u00a0getting early starts with content that\u00a0<strong>provokes<\/strong>\u00a0and\u00a0<strong>persists<\/strong>\u00a0\u2013 in social media and in our prospect\u2019s memories. But it\u2019s just starting to pick up steam in the B2B marketing world. Until recently, it\u2019s been hard and expensive for the majority of marketers to create innovative content at scale \u2013 often requiring custom development, agency time, and serious budgets.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Recommended Post:<\/strong><\/span>\u00a0<a title=\"Apply This 5 Secret Techniques to Improve WordPress-Content User\" href=\"https:\/\/weblizar.com\/blog\/apply-5-secret-techniques-improve-wordpress-content-user\/\" target=\"_blank\" rel=\"noopener\">Apply This 5 Secret Techniques to Improve WordPress-Content User<\/a><\/p>\n<p>But advances in marketing technology have enabled B2B marketers to catch up to consumer brands and media companies: many are now using interactive content to build\u00a0<strong>larger databases<\/strong>, develop rich\u00a0<strong>prospect profiles<\/strong>, and improve<strong>\u00a0lead scoring<\/strong>. SMBs, mid-market companies, and large enterprises like EMC, Cisco, Atmel, and Oracle alike are using interactive content to start conversations and add value for their buyers.<\/p>\n<h3 class=\"clr-orange\">More Value to Prospects, More Value for Marketers<\/h3>\n<p>Customers are looking for\u00a0<strong>value from content.<\/strong>\u00a0Successful content solves a pain point, answers a question, or offers other information prospects are looking for.<\/p>\n<p>One reason interactive content is so powerful is it gives the user\u00a0<strong>immediate<\/strong><strong>\u00a0and tailored results they care about.<\/strong>\u00a0Actively answering questions or participating in interactive content guides prospects to specific results in real time that address their problems, challenges, or ideas. With static content, the user is left to sort through the thought leadership and understand how a solution might address their specific challenges on their own.<\/p>\n<h3 class=\"clr-orange\">&#8220;Interactive content is like stuffing a sales development rep into a piece of content.&#8221;<\/h3>\n<p>The two-way conversation of interactivity offers\u00a0<strong>more value to the marketer<\/strong>, as well. By educating your audience, you simultaneously educate yourself about them. You receive valuable, detailed profile information about your prospect\u2019s pains, challenges, goals, and thought process. That data can directly help you lead score, identify a persona, qualify a prospect, and guide your audience down a specific path in their buyer\u2019s journey. You can follow up with additional specific pieces of content that address (and ideally help solve) their issues or problem. Your content can now\u00a0<strong>ask and answer questions for your audience<\/strong>\u00a0in your stead.<\/p>\n<p>Connecting your interactive experiences to your marketing automation and CRM systems allow you to leverage all your existing campaigns, programs, and content \u2013 but more quickly guide the\u00a0<strong>right lead into the right nurture track<\/strong>.<\/p>\n<h3 class=\"clr-orange\">This Is A Better Catch<\/h3>\n<p>In 2014, DemandGen Report found that\u00a0just 5% of buyers would provide detailed contact information in exchange for a white paper. As prospects become less and less willing to provide their contact information in exchange for content,\u00a0<strong>marketers need new ways<\/strong>\u00a0to identify, score, nurture and guide their prospects through the buyer\u2019s journey.<\/p>\n<p>That same DemandGen Report study also found that 91% of buyers are looking for\u00a0<strong>more visual and interactive content<\/strong>. Buyers are looking for something new, and it\u2019s up to marketers to provide them with more stimulating content that offers greater value.<\/p>\n<h3 class=\"clr-orange\">Real Business Results<\/h3>\n<p>And the mousetrap really works \u2013 B2B marketers see a\u00a0<strong>30% click-through rate<\/strong>\u00a0on their content,\u00a085% of users complete the entire content experience and convert on lead forms at a whopping\u00a0<strong>45% submission rate<\/strong>.<\/p>\n<h3 class=\"clr-orange\">Interactive Content Works Across Programs &amp; Channels<\/h3>\n<p>Think of interactive content as one component of your\u00a0<strong>overall marketing programs and strategy<\/strong>, not as a brand new strategy. Wherever and however you use traditional content today, you could layer in interactivity:<\/p>\n<ul>\n<li><strong>Events:<\/strong>\u00a0Send pre-event quizzes or surveys to generate buzz and drive booth traffic; use personality assessments to bucket booth visitors into fun and relevant personas; and follow-up with something more engaging than \u201cThanks for coming!\u201d<\/li>\n<li><strong>Paid Media:\u00a0<\/strong>Interactive calls to action drive higher click-throughs and conversions than static CTAs.<\/li>\n<li><strong>Social:\u00a0<\/strong>There\u2019s a reason Buzzfeed bet on quizzes: they\u2019re inherently social and shareable. Use a quiz to boost social sharing or a contest to get your users engaged!<\/li>\n<li><strong>Blog:<\/strong>\u00a0Turn your blog into a lead gen channel with interactive content embedded (complete with a lead form) right in your blog content.<\/li>\n<li><strong>Email:<\/strong>\u00a0Visual and interactive email content grabs prospect attention, driving higher click-throughs and conversions, leading to better email ROI.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Benchmarking of Modern Day Marketing The bar is set pretty high for modern marketers. Even with unprecedented budgets, headcounts, and resources, execution is hard. Tasked with the growing expectations of\u00a0proving and improving ROI, demand generation marketers need solutions that will deliver\u00a0results across the board. Marketers need solutions that engage their audience \u2013 that activate top<\/p>\n","protected":false},"author":6,"featured_media":6592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[176],"tags":[994,998,996,995,999,1000,997],"class_list":["post-6563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-updates","tag-interactive-content","tag-interactive-content-definition","tag-interactive-content-examples","tag-interactive-content-marketing","tag-interactive-content-platform","tag-types-of-interactive-content","tag-what-is-interactive-content-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Interactive Content And How It Can Benefit Web Owners<\/title>\n<meta name=\"description\" content=\"Content writers have this question in their mind that what is interactive content? 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