Interactive Content vs Static Content
Sairaj Mahesh

Interactive Content vs Static Content

Interactive content Beats static content because it offers an engaging experience.

There’s a lot of content out there. Today, 90% of B2B marketers use content as a marketing tool, and 60% plan to increase their content marketing budget over the next year, according to the Content Marketing Institute. That’s a whole lot of eBooks, white papers, info graphics , case studies, webinars, videos, data sheets, demos, blog posts…you get the picture. The web is saturated with content. Pick any B2B topic and Google “tips” or “best practices” for it. You’ll see what we mean.
In order to achieve your content marketing objectives, your content needs to stand out by being as engaging as possible. Interactive content is better at this than static content. But what is interactive content? And how does it compare with static content?

Static vs. Interactive Content
Static content is one-way.
It doesn’t adapt to the user.
Examples include blog posts, web articles, white papers, podcasts, data sheets, case studies, etc.
Everyone who reads, watches, or listens gets the same experience.

 

Interactive content, on the other hand, is two-way.
It adjusts to the user’s behavior while providing a personalized experience.
Examples include quizzes, polls, surveys, assessments, and photo contests—anything that creates a dialogue between your company and the user.
Unlike static, interactive content holds the potential for truly imaginative and entertaining experiences. Pieces of static content simply can’t do this, no matter how well-crafted they are.

Because of this, interactive content does big things better than static content:

– It drives more clicks, conversions, and shares
– It tive content grabs more eyeballs, and for longer, because users don’t just get marketing—they enjoy an experience that’s worthwhile on its own merits.

(1) Interactive content achieves 4-5x more pageviews than static content. More views and higher conversion rates means more leads at the top of the funnel.

(2) Static content lets users learn about you; interactive content lets you learn just as much about them.

(3) Interactive Content Lets You Learn About Your Audience

(4) Interactive Content Enhances the Value of Existing Content. If you have long form pieces of content, like white papers and eBooks, you know what tremendous investments of time and resources they are

They’re not just “talked at.” The numbers back this up. Interactive content dramatically outperforms static content. It typically achieves 

· 50% click rate
· 55% conversion rate
· 80% completion rate
· 13% share rate

The bottom line: Interactive content works better than static content  because it listens to the user. It treats them like the individuals they are.

Are you using interactive content?

 

 

 

Content credits-lusens

Colleen Robertson

Marketer, Brand & Content Strategist

5y

Thanks for this post! Can you share your research or a link to the study that indicates the 4-5x lift in interactive content versus static content?

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