Written and video content is ideal for sharing knowledge and growing your thought leadership, but if you are looking to boost engagement with your brand, interactive content is the way to go.

What exactly is interactive content? Essentially it is presenting content in a way that requires customers or consumers to act, and that simple act makes your brand more memorable to them.

Types of interactive content

Interactive content comes in all shapes and sizes, and organizations big and small are using it to grab consumers’ attention, collect feedback, provide tools to customers and more. Here are some of the most popular options out there:

• Polls or surveys. This type of content is likely the only one on the list you can do on your own, using WordPress, functions on social media, and other free and low-cost survey tools on the market. They are effective because they are quick and easy to take, and people can’t resist seeing how their answers stack up against other people.

They are also a great way to collect insight on your customers and potential customers.

• Quizzes and tests. Popular on social media, short quizzes and tests serve a very valuable purpose: they enable you to gently guide people to the understanding that they need your product or service. If people don’t pass with flying colors, you can offer tips and advice, point them to other resources, or ask to schedule a consultation.

Additionally, people could share their results, so you will reach new followers. Just make sure that the quizzes are fun, easy and light-hearted. If they are too hard or serious, people may lose interest fast.

• Games. Games can range from a spinning wheel that offers an instant discount to setting up an interactive or virtual world where consumers compete with one another to unlock clues and prizes.

They work because people love games, they’re fun, and they don’t feel as pushy as promotions and ads. Furthermore, more intricate games keep people invested for longer timeframes, and the longer they’re invested, the more exposure they receive to your brand.

• Interactive video. With these videos, people can do more than just watch. They can actually touch or click parts of the video to unlock more details, resources, or promotions and special offers.
• Calculators. The most helpful of the interactive content on the list, calculators provide a real benefit to customers and consumers. Embed them on your website and use email and social media to drive people there. For example, your calculator could offer estimates of how much money or time consumers are wasting because they aren’t using your service or how much money they could save if they worked with you.

Rules for using interactive content

Like with all content, it is critical that you stay on message for your brand. Don’t start using because it’s trendy. Make sure it’s relevant to your business and provides value to your audience.

It’s also important that you keep it simple. If people don’t understand immediately what they are supposed to do, they won’t even try.

Finally, interactive content tends to be more complex to develop and often requires professional website designers or app or software developers to build in capabilities to your website or marketing campaigns. It’s smart to start small—if you don’t have an unlimited marketing budget—and test how the content is improving engagement before you dump a ton of money and resources into it.