Have you ever thought about the amount of content available on the Internet today? There are movies, series, books, videos, gifs, texts, infographics, questionnaires, etc. And in this variety of options, who wins? Interactive content or static content?
Edgar Higuerey
Nov 23, 20 | 11 min read
transform static content into interactive content
Reading time: 8 minutes
Spoiler alert: interactive content has the highest chances , but let’s not get ahead of ourselves. In this article, you’ll better understand everything about the new context for Content Marketing . Curious? Don’t wait and keep reading!
What does the data say about static content vs
According to a study by Demand Gen Report , the odds are in favor of interactive content. Among shoppers surveyed, 91% said they prefer interactive, visual content over static material .
In the war for consumer attention, questionnaires, 360º photos and videos, and calculators are taking the lead and winning over customers in all marketing strategies , whether digital or not.
Interactivity has proven to be one of the most effective tools , educating consumers about new products, increasing brand awareness and moldova email list 100000 contact leads generating engagement . It is with it that we generate the most important thing: new leads .
Before we explain why this happens, it is important to make some distinctions and clarify a few things.
What exactly is interactive content and static content?
What are the differences between them and what is the role of each in Digital Marketing?
Want to know more? Then keep reading!
What are the advantages and disadvantages of static content?
As static content you can consider all the material that is in your digital portfolio and that never changes:
a social media profile (not the feed),
ebooks,
non-personalized landing pages ,
banners and pre-recorded webinars .
The main feature of such products is that they are created exclusively by the author, without the participation of the lead . Once you publish it, it does not change, unless you replace it with new static material.
So does this mean that static content is bad? Not really. It has its advantages:
It usually doesn’t take much time from its creator;
can be controlled, promoted or converted into something else (the power is yours!);
It is generally very cheap to produce.
But you know what that means too? It’s boring . Once your lead knows about it, they don’t have much reason to come back and visit it again – it only serves a one-time purpose. And even more importantly, it doesn’t invite interaction, it doesn’t win over or engage.
It is a one-way communication, in which you tell the client what you want to tell him or sell him but you do not listen to him and, to be honest, nobody likes to feel unimportant.
What is the difference between interactive content
A survey showed that 92% of marketers think that consumers feel their content is authentic , while only 51% of users agree with this. This is where interactive content comes in and bridges that gap in perception.
Interactivity allows information or what types of business integrations is being sold to be displayed as an invitation to dialogue, to play, to create something together.
By our own definition, interactive content requires active participation from the consumer, which requires engagement . And in this way, they retain and assimilate what you want to convey.
At the same time, this allows the user to feel freer, to follow their own path and make their own choices.
Considering a 360º photo or video of a new store layout, for example, this invites the user to get to know the space better, but following their own path, taking their time, focusing on what they are most interested in. This is much more effective and fun.
It’s no coincidence that, according to Ion aero leads Interactive , interactive content increases brand message retention by 79% and delivery rates by 80%.