Scott Brinker, head of MarTech Blog and founder of Ion, Rock Content’s interactive content platform, offers a really straightforward definition: “Interactive content is the one in which the audience actively participates, rather than just passively reading, watching or listening. Examples of interactive content include quizzes, assessment tools, and calculators.” Some market data highlight the power of interactive content: Interactive pages receive three times more likes and shares.
(Source: Hubspot) Interactive experiences convert two times more likes telecommunications email list and shares. (Source: Demand Metric) Eighty-four percent of customers expect brands to produce content that entertains, provides solutions and produces experiences. (Source: Meaningful Brands Report) Using Interactive Content in Practice Based on that definition by Scott Brinker and what I learned here at Rock Content, I realize that interactive content is content that allows a conversation with the audience while collecting data through this interaction without necessarily being stuck to the traditional forms.
Data that helps with marketing strategies and sales connections. You’re probably asking yourself: “Okay, but what do you mean by having a conversation?”. Imagine a dialogue in which I, with my strategy laid out, seek to discover information such as: Who are you? What are you trying to solve? Why do you need to meet this demand? Where are you on your buying journey? How can Rock Content help you? To discover these answers, I can, for example, create a quiz that helps me determine the maturity of your content strategy.