10 Key Components
of Effective
Interactive Content
In order to meet the rising demands of content consumers, businesses today are utilizing interactivity in their content marketing to maximize engagement across the funnel. Interactive content can take many forms and can be applied to any marketing programs that typically make use of content to deliver results.
From micro content to microsites, these 10 keys are important to keep in mind when creating effective interactive content.
Stories engage audiences because they have a clear beginning, middle, and end. Traditional websites aren’t really equipped to tell stories because they’re lacking in structure that lends itself to storytelling. Interactive content, on the other hand, is a powerful storytelling vehicle as it promotes engagement and exploration. By using a variety of digital content formats, tools and technologies, your brand can tell its unique, remarkable story in compelling ways.
Storytelling
Design
The importance of great design cannot be overstated. A combination of art, imagination, and science, beautiful design is pleasing to the eye, engaging, and functional. It helps create an emotional bond between the storyteller (your brand) and the audience (your customers or prospects). For interactive content, great design relies on high-quality images, colors, and expertly-chosen typography to create an atmosphere conducive to maximum engagement.
Animations
To get and keep your readers’ attentions, it’s not enough to simply tell a great story—you also have to make it fun and engaging for your audience as they digest it. Animations can catch the viewer’s eye, evoke emotion, and create unique effects that leave your audience surprised or even awed. The best animations are usually subtle, but used to great effect to enhance the content.
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PRESENTS
Click to interact, then Scroll
Interactivity
Interactivity empowers your audience to participate actively in the story you’re telling. Brand storytellers now have a wide range of digital tools through which they can enhance their content with interactive elements that let readers choose what they experience and when. On touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been able to do before.
CLICK ON THE POP-UPS TO INTERACT
Video
Video can be a phenomenal component of an interactive experience. A well-produced video can provide an immersive, visual, and unique storytelling format that augments any existing text or visual content. Videos can also illustrate complex concepts, themes, and products in a way that’s difficult to do with static images.
Audio
Visual storytelling is important, yes. But don’t deprive your audience of the use of one of their most important senses: hearing. Digital audio has come a long, long way. Early in web history, audio was almost invariably annoying. It felt intrusive, and the sound quality tended to be poor. Now, audio is sharper and more immersive, dynamic, and interactive. An effective use of audio can help you build a strong bond between your brand and your target audience in conjunction with other storytelling and design components.
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06
Personalization
Delivering personalized interactive content isn’t just a hypothetical anymore. In the era of big data, there’s no end to the information you can use to influence the story you tell and the content your customers see. From net worth, to location, to operating systems used, there’s a wealth of customer data just waiting to be mined and put to good use within an interactive content experience. By leveraging dynamically-generated content areas, a world of possibilities opens up.
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Shareability
What do people typically do when they hear about or read a great story? They tell it to their friends. When you create a digital brand story worth retelling, it’s important to make it easy for your readers to share it on social media or through other channels. Since interactive content is highly visual, enabling sharing on social networks such as Pinterest and Instagram is a great idea,along with the usual suspects: Facebook, Twitter, and LinkedIn.
Portability
Consumers want to interact with your brand on their terms, not yours. They’re not tethered to their laptops, waiting for you to inspire them. More and more they’re on the go, digesting content on tablets and smartphones. If your content doesn’t render well on those devices they’re unlikely to stay engaged with your brand. The age of the one-size-fits-all content experience is over—just one of many reasons it’s time to bid farewell to the PDF.
Calls to Action
Every piece of content should be created with a specific set of goals in mind. Maybe you want the reader to buy your product. Maybe you want them to give you their email address. Maybe you’re nudging them to request a demo. An interactive story that takes the audience on an adventure will warm them up to want to take the next step. At that moment, you’ll have free reign to ask your audience to take a specific action, so make sure your calls to action are clear and strategically placed.
Conclusion
Brands have been telling stories for a very long time, but modern technology has empowered us to tell those stories in imaginative and non-traditional ways. As you delve into the world of interactive content, make sure to keep these 10 key components in mind so that your stories inspire, amaze, and motivate your audience to engage with your brand and become loyal to your content and products.
Ready to start creating interactive content?
Let’s chat about how we can help! Ceros is an experiential content creation platform that empowers marketers and designers to create engaging, interactive, and immersive content experiences without traditional development or code.
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INTERACT WITH THIS EXPERIENCE
CLICK AROUND TO INTERACT
10 Key Components
of Effective
Interactive Content
In order to meet the rising demands of content consumers, businesses today are utilizing interactivity in their content marketing to maximize engagement across the funnel. Interactive content can take many forms and can be applied to any marketing programs that typically make use of content to deliver results.
From micro content to microsites, these 10 keys are important to keep in mind when creating effective interactive content.
PRESENTS
3. Animations
To get and keep your readers’ attentions, it’s not enough to simply tell a great story—you also have to make it fun and engaging for your audience as they digest it. Animations can catch the viewer’s eye, evoke emotion, and create unique effects that leave your audience surprised or even awed. The best animations are usually subtle, but used to great effect to enhance the content.
Tap to interact, then scroll
4. Interactivity
Interactivity empowers your audience to participate actively in the story you’re telling. Brand storytellers now have a wide range of digital tools through which they can enhance their content with interactive elements that let readers choose what they experience and when. On touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been able to do before.
8. Shareability
What do people typically do when they hear about or read a great story? They tell it to their friends. When you create a digital brand story worth retelling, it’s important to make it easy for your readers to share it on social media or through other channels. Since interactive content is highly visual, enabling sharing on social networks such as Pinterest and Instagram is a great idea,along with the usual suspects: Facebook, Twitter, and LinkedIn.
INTERACT WITH THIS EXPERIENCE
Storytelling
Stories engage audiences because they have a clear beginning, middle, and end. Traditional websites aren’t really equipped to tell stories because they’re lacking in structure that lends itself to storytelling. Interactive content, on the other hand, is a powerful storytelling vehicle as it promotes engagement and exploration. By using a variety of digital content formats, tools and technologies, your brand can tell its unique, remarkable story in compelling ways.
Design
The importance of great design cannot be overstated. A combination of art, imagination, and science, beautiful design is pleasing to the eye, engaging, and functional. It helps create an emotional bond between the storyteller (your brand) and the audience (your customers or prospects). For interactive content, great design relies on high-quality images, colors, and expertly-chosen typography to create an atmosphere conducive to maximum engagement.
Animation
To get and keep your readers’ attentions, it’s not enough to simply tell a great story—you also have to make it fun and engaging for your audience as they digest it. Animations can catch the viewer’s eye, evoke emotion, and create unique effects that leave your audience surprised or even awed. The best animations are usually subtle, but used to great effect to enhance the content.
Interactivity
Interactivity empowers your audience to participate actively in the story you’re telling. Brand storytellers now have a wide range of digital tools through which they can enhance their content with interactive elements that let readers choose what they experience and when. On touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been able to do before.
Click on the pop-ups to interact
Video
Video can be a phenomenal component of an interactive experience. A well-produced video can provide an immersive, visual, and unique storytelling format that augments any existing text or visual content. Videos can also illustrate complex concepts, themes, and products in a way that’s difficult to do with static images.
Audio
Visual storytelling is important, yes. But don’t deprive your audience of the use of one of their most important senses: hearing. Digital audio has come a long, long way. Early in web history, audio was almost invariably annoying. It felt intrusive, and the sound quality tended to be poor. Now, audio is sharper and more immersive, dynamic, and interactive. An effective use of audio can help you build a strong bond between your brand and your target audience in conjunction with other storytelling and design components.
Click around to interact
Personalization
Interactivity empowers your audience to participate actively in the story you’re telling. Brand storytellers now have a wide range of digital tools through which they can enhance their content with interactive elements that let readers choose what they experience and when. On touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been able to do before.
Shareability
Interactivity empowers your audience to participate actively in the story you’re telling. Brand storytellers now have a wide range of digital tools through which they can enhance their What do people typically do when they hear about or read a great story? They tell it to their friends. When you create a digital brand story worth retelling, it’s important to make it easy for your readers to share it on social media or through other channels. Since interactive content is highly visual, enabling sharing on social networks such as Pinterest and Instagram is a great idea,along with the usual suspects: Facebook, Twitter, and LinkedIn.content with interactive elements that let readers choose what they experience and when. On touchscreen devices, your audiences can literally reach out and touch your brand in a way they’ve never been able to do before.
Portability
Consumers want to interact with your brand on their terms, not yours. They’re not tethered to their laptops, waiting for you to inspire them. More and more they’re on the go, digesting content on tablets and smartphones. If your content doesn’t render well on those devices they’re unlikely to stay engaged with your brand. The age of the one-size-fits-all content experience is over—just one of many reasons it’s time to bid farewell to the PDF.
Calls to Action
Every piece of content should be created with a specific set of goals in mind. Maybe you want the reader to buy your product. Maybe you want them to give you their email address. Maybe you’re nudging them to request a demo. An interactive story that takes the audience on an adventure will warm them up to want to take the next step. At that moment, you’ll have free reign to ask your audience to take a specific action, so make sure your calls to action are clear and strategically placed.
Conclusion
Brands have been telling stories for a very long time, but modern technology has empowered us to tell those stories in imaginative and non-traditional ways. As you delve into the world of interactive content, make sure to keep these 10 key components in mind so that your stories inspire, amaze, and motivate your audience to engage with your brand and become loyal to your content and products.
Ready to start creating interactive content?
Let’s chat about how we can help! Ceros is an experiential content creation platform that empowers marketers and designers to create engaging, interactive, and immersive content experiences without traditional development or code.
Get In Touch
Get In Touch
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