Could interactive content be the way forward for your brand? The good news is that interactive content is no longer an option reserved only for Hollywood, game developers or companies with big budgets.
The bad news is that it is no longer a nice thing to have, but instead fast becoming a business necessity. We can say this as we’ve seen an exponential increase in the number of customers coming to us to develop interactive content and stories for touchscreen experiences for events or sales enablement tools for sales pitches or meetings.
If you’re thinking of getting started with interactive content of your own but are hesitant about taking that first leap, here are some statistics to encourage you.
91% of B2B buyers say they prefer interactive and visual content to static content
That’s quite a statistic. But saying that, it’s also important to note that the lines between B2B and B2C are less defined, with B2B business decisions often dictated by B2C customers. At the end of the day, people buy from people; and people like to be engaged, informed and to have a personalised experience.
No-one wants to sit and listen to one-way monologues anymore. Digital interactions and technology are fast becoming an expectation, and combined with interactive, visual content, they’ll be presented with a better understanding of your solutions and of you as a brand.
TIP: Learn more about what businesses can achieve with an interactive touchscreen solution by reading our blog.
(Source: DemandGen Report)
Interactive content generates twice as many conversions as passive content…
If people are accessing your content, taking a look around and then leaving again, the odds are that you need to provide something they’re going to want that’ll get them to convert into a lead. That could come in the form of fun, engaging content or some sort of download at the end of your content.
This helps you establish a relationship with potential customers and lets them discover what you’re about as a brand. Then, once they’ve become a lead, they can then be nurtured through your sales funnel until they’re ready to become a fully-fledged customer! (It’s less about immediate sales)
… And generates up to FIVE TIMES more page views than ordinary content
Well, it actually generates 4-5 times more page views, if we’re being pedantic. The reason for this is that interactive content is a great way to not only grab attention but also keep people engaged for longer.
Creating engaging content is a bit of a challenge for B2B especially, so if you can make your content more interactive – and tailored to your customers – you may start to see some better results.
88% of marketers say that interactive content helps them stand out from competition
In a world where there no such thing as a USP anymore, and everyone’s starting to put out content, how can you separate yourself from the noise? Well, one very effective way, is interactive content.
Having interactive content somewhere like an event, expo or convention is also a great way to get attention for your business. This can take the form of an interactive touchscreen experience that encourages users to approach and get involved.
… And 79% say that their interactive content can be used again and again
Interactive content has a lot of reusable value, making it a good investment that can be used as ‘moveable parts’ within various stages of your sales funnel. For instance, if you develop something like an interactive touchscreen experience packed with interactive content for an event or sales suite, it can be updated or modified for later use, so your upfront investment can keep delivering the results you need.
It’s an effective way to help educate buyers (according to 93% of marketers, that is)
The official statistic states that 93% of marketers agreed interactive content is somewhat or very effective at educating buyers. And only 70% could say the same thing about static content.
This could be because the human brain processes visual information 400 times faster than the spoken or written word. So, we’re more likely to take the information in, and we’re also more likely to remember it!
88% of B2B marketers are embracing interactive content, with at least 10 – 30% of their content interactive in 2018
We’re slowly seeing more interactive content introduced into the fray, and B2B marketers stated up to 30% of their content would be interactive in 2018. We’d love to see how that actually turned out, and we’re sure that we’re probably going to see an increase in interactive content for 2019.
So, if you’re thinking of dipping your toe in the water when it comes to interactive content, this could be the best time!
(Source: DemandGen Report)
So, what do you think of the latest interactive content statistics? We’ve seen a bigger uptake of interactive content in the past few months, and things don’t seem to be slowing down any time soon.
And why should they? Interactive content is a great way to grab attention and get people engaging with your brand and solutions – and contrary to popular belief, it doesn’t have to cost the earth!
You can display interactive content on your website, blog, video platforms or even as part of an interactive touchscreen experience or presentation. Whatever you choose to do, just ensure you tailor it to your customers and ensure you’re offering something they’re going to want or be interested in.
Would you like to know more about creating an interactive touchscreen experience for your business? Then download our Guide and please do feel free to get in touch – we’d love to hear from you, and we read and reply to every email we receive!
Check your email to find your guide.
5 Lesser-Known Considerations for Designing an Immersive Multi-Touch Experience
7 reasons why an interactive touchscreen can deliver at your event
B2B: Which Types of Interactive Content Will Your Customers React Best To?
Case Study: How POPcomms can deliver an effective interactive touchscreen solution to meet your deadline