If you’re looking for a way to take your content to the next level, it’s time to jump on the interactive content marketing bandwagon.
Interactive content is all about creating an engaging, two-way conversation between you and your audience – and trust us, people love it.
From quizzes and polls to interactive calculators and immersive video experiences, interactive content can help businesses grab and hold their audience’s attention, driving increased engagement, and ultimately, increased conversions.
But to truly make the most of this strategy, businesses need to pair their interactive content with high-quality web writing that speaks directly to their audience’s needs and desires. Let’s take a look at how to increase conversions on your website by using interactive content.
1. Interactive Content Marketing: Start with a Clear and Compelling Headline
The headline is often the first thing a visitor sees when they land on your website, and it can make or break their decision to engage with your content. When crafting headlines for your interactive content, make sure they are clear, concise, and compelling. Avoid being too vague or general, and focus on communicating the specific benefits your content offers.
One great example of a clear and compelling headline for interactive content is the “Build Your Own Pizza” feature on the Domino’s Pizza website. The headline, “Create Your Own Pizza”, is simple, clear, and communicates the specific benefit of being able to customize your own pizza.
2. Speak Directly to Your Audience
To truly connect with your audience and increase conversions, you need to speak directly to their needs and desires. When crafting web copy for your interactive content, use language that resonates with your target audience, and address their specific pain points and desires.
This will help to build trust and rapport with your visitors, increasing the likelihood that they will engage with your content and take action.
In the example, “Know Your Worth” interactive tool on the Glassdoor website, it addresses the specific pain points of job seekers by helping them understand their market value and what they can expect to earn.
3. Keep it Simple and Easy to Follow
Interactive content can be a powerful tool for increasing engagement and conversions, but only if it is easy for visitors to use and understand. Make sure your content is easy to navigate and follow, with clear instructions and a simple interface. Avoid being too complex or technical, and keep your content as user-friendly as possible.
4. Use Strong Visuals to Enhance Engagement
Visual content is a powerful tool for increasing engagement and drawing visitors into your content. When creating interactive content, make sure to use high-quality visuals that are both engaging and relevant to your audience. This can help to build excitement and interest around your content, driving increased engagement and ultimately, increased conversions.
An excellent example of using strong visuals is the “Best Countries” interactive feature on the U.S. News & World Report website. The feature uses high-quality images and infographics to help visitors explore and compare different countries.
5. Focus on Benefits, Not Features
When crafting web copy for your interactive content, it can be tempting to focus on the features and capabilities of your content. However, this approach can be off-putting to visitors, who are primarily interested in the benefits your content offers.
Focus on communicating the specific benefits your interactive content providers, and how it can help visitors to solve their specific problems or achieve their specific goals.
The “Savings Calculator” tool on the H&R Block website focuses on the specific benefit of helping visitors understand how much money they can save on their taxes.
6. Keep it Conversational
Interactive content is all about creating a dialogue with your audience, and to do this effectively, you need to keep your web writing conversational and engaging. Use language that is warm and friendly, and avoid being too formal or stiff.
This will help to build a rapport with your visitors, making it more likely that they will engage with your content and take action.
The web copy “What’s Your Learning Style?” for an interactive quiz on the Edutopia website uses warm, friendly language to engage visitors and encourage them to explore their preferred learning style.
Tools for Creating Interactive Content: Free and Paid Options
Creating interactive content can be a complex process, but fortunately there are a number of tools available to help make it easier. Some of these tools are free, while others require a subscription or one-time fee. Here are a few examples of both:
Canva is a free tool that offers a wide range of templates, including those for creating interactive infographics. It also offers a user-friendly interface and a wide variety of design elements that can be used to create engaging and visually appealing content.
Quizlet is a free tool that allows users to create quizzes and flashcards that can be used for studying and learning. It’s a great option for creating interactive quizzes that can be used to engage and educate your audience.
Ceros is a paid tool that allows users to create interactive content, including infographics, quizzes, and videos. It offers a range of templates and design elements, and also provides analytics that can be used to track engagement and conversions.
H5P is a free tool that offers a range of content types, including interactive videos, quizzes, and presentations. It’s an open-source platform that can be integrated with a number of different learning management systems and content management systems.
Adobe Creative Cloud
Adobe Creative Cloud is a subscription-based service that offers a range of tools, including Photoshop, Illustrator, and InDesign, that can be used to create high-quality interactive content. It’s a great option for designers and content creators who are looking for more advanced features and customization options.
When incorporating interactive content into a cost-effective marketing strategy, it’s important to start with a clear goal and target audience. Determine what specific problem or need your interactive content can address, and who your ideal customer is.
Next, choose a tool that fits within your budget and matches your goals. Free tools like Canva and H5P can be great options for small businesses or those on a tight budget, while paid platforms like Ceros or Adobe Creative Suite can provide more advanced features and capabilities for larger businesses.
Once you’ve created your interactive content, make sure to promote it through social media, email marketing, and other channels to reach your target audience.
Also keep in mind that the key to success with interactive content is to track your performance and make adjustments as needed. Use analytics tools to monitor your conversions and engagement, and make changes to your strategy as needed to optimize your results.
As technology continues to evolve, we can expect to see more advances in interactive content and new ways to engage and convert our audiences. So, get creative, experiment with different formats and techniques, and keep pushing the boundaries of what’s possible with interactive content.