From copy to design: best practices for creating legendary interactive content

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Interactive Marketing is constantly growing and it is necessary to know the best practices for creating its content! This way, you will be able to produce materials that really generate engagement and that allow your brand to stand out from the competition and attract the attention of consumers.

The fight for audience attention in the digital environment business owner database can help requires constant innovation from companies seeking to stand out.

More than just attracting users to brand materials, the strategy must consider ways to retain their attention and boost engagement . And this is possible if we apply best practices to create interactive content.

Given the huge amount of material published every day, readers are increasingly demanding about what they consume.

They are looking for informative, authentic pieces that convey market authority. To satisfy this demand, it is necessary to be extremely creative and to be aware of the main trends of the moment.

And that's where interactive content comes into play . It's content that opposes static content and has enormous potential to attract, nurture, retain and build loyalty in the public.

However, to reach this level it is necessary to adopt a production process that is above average in terms of quality. And this is precisely what we will discuss below.

Do you want to know the best practices for creating interactive content? During the reading you will discover:

What are the differences between static and interactive pieces?
How do these differences manifest themselves in the production process?
What are the best practices for creating interactive content at each stage?
What are the differences between static and interactive pieces?
There's a lot of talk about interactive content, but what are the real differences with static content? Well, the names themselves give us an idea, don't you think? The term "static" refers to something that doesn't move and doesn't perform any activity. On the other hand, interactivity is related to the dialogue between two parties; in this case, the brand and the consumer.

Content that you know as interactive, unlike static content, allows the reader to actively participate, enhancing their experience . Instead of simply reading a text without many attractions, like so many others, the user has access to more complex pieces that introduce elements to enrich their day.

In this way, instead of limiting themselves to reading the text, which can lead to loss of attention, the user interacts with quizzes, videos, images and other pieces that, in addition to supporting and complementing the information in the post, make it much more interesting.

Best practices for creating interactive content
Source: Venngage
Thus, a website visitor, for example, is encouraged to constantly interact with the pages , either through clicking or filling out forms. Each of these interactions generates a sense of belonging to the blog and the company and, in general, satisfaction as a result of the personalized journey.

When a brand is smart, it can make strategic use of every interactive action. For example, clicks made during a visit to a company's site indicate the path that the reader follows through the pages, highlighting the points of greatest interest and, more importantly, pointing out the pages or obstructions that lead the visitor to abandon the site.

The same principle can be applied, more specifically, to marketing content . Interactive ebooks, which, in addition to the text itself, include, for example, quizzes to assess the reader's knowledge, generate data that allows us to understand how the buyer persona consumes such material.

Yes, static materials can also generate this type of analysis, but at a much lower level. This is because the intensity of interactions is much higher in non-static pieces, generating more data to feed the specialists and strategists of your marketing team.

Types of interactive content
Basically, any static content can be transformed into interactive content . Imagine that landing page that has a good ranking on Google, but still represents few conversions. Well, turning it into interactive material can be the solution to reverse this scenario . And that is totally possible.

It is important to note that when we talk about interactivity, we are talking about a concept that is not as complex as many people think. It is simply a matter of finding ways to allow consumers to feel that they are part of the experience.

In the landing page example, replacing a static form with a more intuitive and interactive one may be the missing detail.

But we're not going to limit ourselves to this type of material. Learn about other common types of interactive content and find out a little more about them.

Interactive Quizzes
Interactive quizzes are valued for their playful nature, which motivates the buyer persona to continue with their experience. They can be included in blog posts, ebooks, infographics or simply presented independently. The idea is to present clear and pertinent questions, leading the reader to become interested in discovering the answers.

By actively participating in the questions and answers, the reader, almost without realizing it, receives information from the brand.

These materials are useful at various stages of the buying journey : at the top of the funnel , they serve to educate the lead; in the middle, they can prompt questions; and at the bottom, they simply indicate the solution available to the customer based on their answers.

Interactive calculators
Another highly versatile type of interactive content is calculators, which allow customers to take control of their own experience and gain personalized insights. These pieces are typically deployed in the decision phase as a tactic to showcase the benefits the buyer can gain from choosing a solution.

Interactive infographics
Interactive content is an excellent way to convey complex information, as it allows for the inclusion of various visual elements, such as graphs and diagrams.

In addition to being able to use other interactive pieces, such as quizzes, the interactivity of these materials often appears in the proposed navigation method.

In some cases, information is only revealed when the reader scrolls down the page or hovers over the image. In other models, information entered by users modifies the character of the elements that will be displayed, taking into account the stage of the funnel they are in, as well as other characteristics.

A good example of what we have just described is this infographic created by Right Source . Look at it carefully. Vibrant and striking colors, associated with visual resources that only become visible when the user performs an action, in this case, scrolling down the page.

Best practices for creating interactive content
In the material we have just presented, it is essential to pay attention to the way the design and copywriting are worked on . Concise, clear and standardized texts are mixed with figures, colors and graphics that enrich the experience. It is obvious that this type of production is totally different from static pieces, right?

We'll talk more about these differences in the next point!