The main types of interactive content -such as infographics, videos, questionnaires and calculators- are essential in digital strategy, as they make it possible to capture the genuine attention of the reader and transform it into a lead. Understand the best way to use them and their benefits.
To create a Digital strategy, it is essential that you answer this question before starting your planning: “What are the best formats to attract and retain users?”
Currently, the answer to this question can be found in the types of interactive content.
Fortunately, the democratization of access to technologies worldwide has caused electronic devices such as smartphones, tablets and notebooks to be used more and more in people’s daily lives.
For this reason, it is not enough to create content, it is necessary to offer solutions that capture the genuine attention of the public.
In this way, it is possible to increase engagement, as well as conversion and enhance the loyalty of future customers.
To help brands and professionals achieve the desired benefits, in this article we present the main types of interactive posts content and their advantages.
Infographics
Infographics are excellent solutions to direct leads according to their moment in the purchase journey. A good idea is to work on content designed for the Awareness stage.
It’s important to keep in mind that this type of content doesn’t drive a lot of conversions on its own.
However, it is an educational material that aims to provide valuable information to the reader.
For this reason, it can be an extremely useful resource for engaging your audience with your brand.
In this way, it is essential that you invest in relevant data and/or content that deserves a deeper approach, also prioritizing its easy consumption.
To help you understand the format, here is an example of an interactive infographics created by Rock Content for the company Right Source.
Regarding its distribution, the main channel is on digital media platforms, however, infographics usually work very well on blogs.
Videos
The user of traditional videos belongs to the category of “passive”. In other words, it limits its activity to engagement on social networks and making comments on the pages of the blog or the YouTube channel, for example.
To change the landscape and motivate audience participation, it is essential to invest in interactive videos, since they enable the production of personalized content that transforms the viewer into an active participant.
Starting from the personalized selection, it is possible to change the course of the contents until the final result is fully related to the demands of the public.
An interesting example is Maybelline. The American cosmetics company created content that directed the reader to their preferred type of makeup.
Bold or discreet, people navigated between personal preferences and styles, arriving at a personalized result: a stylized makeup tutorial based on their responses.
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