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Interactive Content: Transforming the Sales Funnel | Funnelpreneurs

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What is Interactive Content?

Interactive content is any type of content that a user actively engages with in some way. It goes beyond passive content like blog posts or videos, where the user simply reads or watches. With interactive content, the user becomes a participant in the content, creating a more engaging and memorable experience.

Some examples of interactive content include quizzes, assessments, polls, interactive infographics, interactive videos, contests, and games. These types of content require the user to interact with them, whether it’s answering questions, making choices, or playing a game.

Interactive content is a growing trend in marketing, with more and more marketers recognizing its effectiveness. In a survey, 46% of content marketers in North America said they already used interactive content in their strategies, and 79% said they planned to increase their usage in the following year.

User Engagement

One of the key benefits of interactive content is its ability to grab and hold the audience’s attention. Research shows that interactive content is more effective at engaging users than static content. For example, a study found that interactive content was more memorable and engaging than static content.

Interactive content allows for a more immersive and interactive experience, making it more likely that users will remember the brand or message. For example, a choose-your-own-adventure style video like IBM’s “Outage” not only showcases the brand’s capabilities but also creates a memorable and engaging experience for viewers.

Use Cases

Interactive content can be used in various stages of the sales funnel to drive customer engagement and conversions. Here are some use cases for interactive content:

  1. Boosting Awareness and Retention: Interactive content helps create memorable user experiences, which can break through the marketing noise and leave a lasting impact on potential customers. For example, interactive short films like IBM’s “Outage” are more likely to be remembered than static content.

  2. Educating Potential Customers: Interactive content is an effective tool for educating potential customers. Research shows that interactive content is more effective at educating consumers than passive content. For example, EnergySage’s solar savings calculator provides an informative breakdown of the financial benefits of switching to solar power.

  3. Gathering More Data About Leads: Interactive content allows marketers to gather valuable data about their leads. For example, Stitch Fix’s style quiz not only helps convert leads into customers but also provides the brand with valuable data about users’ preferences, which can be used for retargeting and personalization.

  4. Creating a Personalized User Experience: Interactive content can be used to create a personalized user experience, leading to higher conversions. For example, ThirdLove’s fit finder quiz helps customers determine their bra size and shape and recommends personalized products based on their answers.

4 Ways Interactive Content is Transforming the Sales Funnel

Interactive content is transforming the sales funnel in four distinct ways:

1. Boosts Awareness and Retention Through Memorable User Experiences

Interactive content is more effective at grabbing and holding the audience’s attention compared to static content. It creates a more immersive and engaging experience for users, making it more likely that they will remember the brand or message. For example, IBM’s interactive short film “Outage” not only showcases the brand’s capabilities but also provides a memorable experience for viewers.

2. Effectively Educates Potential Customers

Interactive content is a powerful tool for educating potential customers. Research shows that interactive content is more effective at educating consumers compared to passive content. For example, EnergySage’s solar savings calculator provides an informative breakdown of the financial benefits of switching to solar power, helping potential customers understand the long-term cost-effectiveness of solar energy.

3. Provides Marketers with More Data About Their Leads

Interactive content allows marketers to gather valuable data about their leads. By incorporating interactive elements, such as quizzes or assessments, marketers can collect information about users’ preferences, interests, and needs. This data can then be used for retargeting and personalization, leading to higher conversions. For example, Stitch Fix’s style quiz not only helps convert leads into customers but also provides the brand with data about users’ clothing preferences, sizing, and budget.

4. Creates a More Personalized User Experience

Interactive content enables marketers to create a personalized user experience, leading to higher conversions. By collecting data about users’ preferences and needs, brands can deliver tailored content and recommendations that resonate with the individual user. For example, ThirdLove’s fit finder quiz helps customers determine their bra size and shape and recommends personalized products based on their answers. This personalized user experience increases the likelihood of conversion.

The Takeaway

Interactive content is a game-changer for sales and marketing. It engages potential customers more effectively, creating memorable experiences and accelerating the pace of the sales funnel. By incorporating interactive elements into their marketing strategies, businesses can transform their sales and drive higher conversions. So, if you want to stay ahead in the competitive world of sales and marketing, consider incorporating interactive content into your strategy and see the positive impact it can have on your bottom line.

Author: Joyce Chou is a Content Marketing Strategist at Funnelpreneurs.com, a content platform that matches businesses with seasoned freelance writers. Apart from managing and writing for Funnelpreneurs.com’s blog, Joyce also contributes to other publications about digital marketing, personal finance, and business and ecommerce.

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