What is interactive content?

02 January 2020 | by Tom Kilburn

Learn about the latest great influencer in content marketing – interactive content– and why you should implement it into your content marketing strategy.

Why aren't PDF marketing downloads extinct?

PDFs are great for printing – it’s what they were designed for, all the way back in 1993. 1993 also saw the launch of the blockbuster movie Jurassic Park, in which prehistoric beasts cause havoc across a Puerto Rican island, much to the dismay of Sam Niell and Laura Dern.

25 years later, it’s the PDF that’s become the dinosaur.

The PDF file format was designed before the internet became universally widespread and before digital marketing advanced as the primary method to market business-to-business. It was also developed before mobile devices got so prolific that most people, including myself, now find it difficult to function longer than ten minutes without checking their phones. PDFs don’t provide a good experience on mobile. They’re also an extremely poor medium for tracking interaction.

Despite advances in technology, the PDF is an ageing format which for some reason still clings on for dear life as the primary method for businesses to stage their “valuable” content to prospects and leads. But, can it still be classed as valuable if nobody is consuming it? And if it is being consumed, how do you even know if it’s resonating with your audience?

Compare this to interactive content, a rapidly-emerging method for creating content that poses a breath of fresh air for both content marketers and their audiences.

So what exactly is interactive content?

Interactive content is a form of interactive marketing that allows your content “consumers” to engage directly with the material. This means they’re doing more than just reading swathes of text. They’re clicking on elements, interacting with information, playing mini-games, and much more. You as a marketer are interacting directly with the user on a 1-1 level, creating a personalised user experience that improves engagement rates and, according to some sources, more than doubles conversion rates. Once your reader has left, you can see exactly how they interacted with the document, allowing you to optimise and improve your assets in line with real data.

What types of interactive content are there?

There are many types of interactive content, including:

  • Interactive eBooks, guides and whitepapers
  • Quizzes
  • Polls and surveys
  • Assessments
  • Interactive microsite experiences
  • Calculators
  • Infographics

Interactive eGuides are your PDF killers. These interactive experiences have more in common than a webpage than they do a traditional “document”. Information embedded in these assets are supported by micro-engagements like polls and quizzes. Video can be embedded. Most importantly, interaction can be tracked – another huge benefit over PDFs. Interactive content lets you create a story that your prospects can be a part of, rather than be preached to.

How can you create interactive content?

There are a number of tools on the market that can help you make interactive content. Prism Create has developed Prism Present – a fully managed, interactive content platform that allows you to create powerful, measurable interactive content that isn’t restricted by templates. The only limit is your creativity.

Click on the button below to see Prism Present in action, and learn more about this tool!

Experience Interactive Content

Alternatively, chat to us using the chat bot to learn more, or give us a call!

Don’t be a marketing dinosaur – create amazing interactive content that leaves an impact.



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