How can interactive content help you engage your target audience in product marketing?

1 What is interactive content?

Interactive content is any type of content that requires the user to actively participate, rather than passively consume. It can include quizzes, polls, surveys, calculators, assessments, games, simulations, videos, and more. Interactive content can help you achieve various goals, such as generating leads, educating users, providing feedback, increasing conversions, and building loyalty.

2 Why does interactive content matter?

Interactive content is essential for standing out from the noise and creating a memorable experience for your audience. In fact, a DemandGen study found that 91% of buyers prefer interactive content over static content. Interactive content can also help boost engagement, collect data, segment and qualify leads, educate and persuade, and build trust and loyalty. It can increase the time spent on your website, the number of shares, and the level of interaction with your brand. Moreover, it can provide valuable insights about your audience's preferences, needs, challenges, and behaviors. Additionally, it can help you identify and nurture your ideal customers based on their responses and actions. Finally, interactive content can showcase your product's value proposition, benefits, and features in a more compelling and relevant way while establishing a rapport with your audience.

3 How to use interactive content for product marketing?

Interactive content can be used to engage your target audience in product marketing, creating and communicating value in a more interactive and personalized way. It can be used at different stages of the buyer's journey, from awareness to advocacy, to help you stand out, collect data, segment and qualify leads, educate and persuade, and build trust and loyalty. For example, in the awareness stage you can create a quiz to test their knowledge, a calculator to show them the potential savings, or a video to explain a complex concept. In the consideration stage you can create a survey to collect contact information, an assessment to provide personalized recommendations, or a simulation to show your product in action. For the decision stage you can create a poll to solicit feedback, a game to reward them for taking action, or a comparison tool to highlight your competitive advantages. To retain customers you can create a tutorial to onboard them, a quiz to test their skills, or a video to showcase new features or updates. And for advocacy you can create a survey to measure their satisfaction, a contest to incentivize them to share, or a video to feature their success stories. To use interactive content effectively, it needs to be aligned with your product marketing goals, your audience's needs, and your buyer's journey stages.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?