5 reasons you need interactive content in your marketing plan5 reasons you need interactive content in your marketing plan

5 reasons you need interactive content in your marketing plan

Written by Axonn on 18th Jan 2016

Is the blog post dead?

There are over 2 million blog posts created every day, and even if someone does click over to yours, there’s a good chance they won’t even finish it.

So should you completely abandon your written content?

Well no, according the Content Marketing Institute we all still love the old blog post and it’s rated the most effective form of content marketing by 69% of content marketers,

However, it has been suggested that we are becoming “desensitised” to static content.

So what content are we consuming? Well, Buzzfeed mostly. Buzzfeed receives 1.3 million unique visitors per day, and while in recent years it’s branched out into news, politics and video, what it is best known for is its quizzes and interactive content.

We’ve talked before about the growth of podcasts, videos and infographics but in 2016, interactive content is set to be one of the biggest trends of the year, according to Forbes.

So why is interactive content the future of content marketing?

1. Quizzes have a 80% completion rate

As mentioned above, few readers will read more than 50% of a piece of content, but when it comes to quizzes they have a much higher rate of completion – Qzzr boasts an 80% completion rate. That means a higher engagement rate on your page and longer time on page.

2. 91% of B2B buyers want brands to offer more interactive and visual content in 2016

It’s fair to assume that quizzes are more suited for the B2C arena but in fact DemandGen found in their 2015 content preferences survey that B2B marketers not only prefer to consume interactive content, but that they actually recommend that other marketers use more of it.

3. Interactive content drives 2x the number of conversions

Conversion is a huge challenge to marketers – getting people to your site is one thing, but how do you actually get them to convert? According to Demand Metric, interactive content drives twice as many conversions as static content, converting 70% of the time, compared to 36% for passive content.

4. Interactive content has a 50% click rate on published web content

Want to get people over to your website, or want them to click somewhere else in a piece of content? Interactive content might be the answer. Half of people who your content reaches will click.

5. Interactive content results in better search engine ranking

If you’re not convinced by interactive content, how about a boost to your search engine ranking? According to the 2015 Search Marketing Expo, interactive content will have an affect on website search ranking. Interactive elements are built for humans, not bots, and are ultimately useful, so it’s unsurprising Google wants to reward sites that provide great, useful content.


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