In an increasingly crowded marketplace, with brands vying for attention left, right and centre, it’s widely accepted that the attention of potential customers is a new kind of currency – and it’s harder to grab than ever. The average user has an attention span of approximately 7 seconds, which isn’t a long time to make an impression and capture their imagination.
1. Send active engagement through the roof.
2. Develop data-driven insights.
Active content allows you to find out more about your potential customers. Rather than just being able to look at hits, bounce rates and so forth, interactive content gives you a much more detailed impression: at what point, exactly, in the process did the most people continue on? How did they answer certain questions? Why? Developing this detailed view allows you to build your products and services around an ideal target audience. You can take this even further and specifically target content or new products, conducting A/B testing to determine which avenue is the most effective to travel down – none of which is possible without deploying interactive content of some sort.
3. Create value.
Because this type of content is so engaging, you’re allowing your potential customers to self-select into distinct pockets, or groups. Within those pockets, they can educate themselves to whatever extent they feel comfortable: some will be considerably more engaged, and content which evolves and adapts with them will allow them the flexibility they need.
This has the added benefit of appearing to create value without an ulterior motive: you remove the risk of turning off casual browsers with a ‘hard sell’ approach, cutting them off before they have time to get interested. It increases your trustworthiness, which means a boost to your reputation and potentially sales. The data reflects this conclusion: 80% of users feel more positively about a company after reading customised content.