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Interactive Content in Digital Marketing: How to Boost Engagement


By WISE Digital Partners /

June 2, 2024

  • 5 min read

You already know your customers are distracted. But just how distracted are they?

The average consumer may very well see between 5,000-10,000 ads in a single day. For context, that’s double the number of ads the average person saw daily 20 years ago and five times more than they saw 40 years ago. The result? Consumers are overwhelmed, and that's reflected in behaviors like not taking the intended action or simply unsubscribing.

Interactive content is one way to stand out in a sea of static noise. Not only does it keep users on the page longer, but it also shifts consumers from passive to active consumption mode, increases engagement, and allows you to collect data you can use to customize the customer journey later.

What is Interactive Content?

Unlike static content like blogs and videos, interactive content actively engages users by asking them to participate in or respond to it.

Here are a few ways WISE uses interactive content to help our clients enhance the user experience, drive customers to relevant content, and strengthen relationships—even beyond regular working hours.

Interactive Maps: Static maps are clunky, lack visual appeal, and do not accommodate our mobile device-driven world. WISE’s interactive maps give clients a dynamic, interactive way to present information that not only gets customers to where they need to go—it also drives them to targeted landing pages with relevant content, all based on their location.

It’s a powerful tool that serves our clients (and their customers) well.

Interactive Sliders: We live in a hands-on world where most users prefer swiping and sliding—not resizing pages or searching for tiny URLs. WISE uses interactive sliders to bring webpages to life, making them more playful and user-friendly while introducing a gamified edge to the user experience.

Don’t believe us? Check out the donut slider we made for our client The Mini Donut Company.

Microinteractions: Microinteractions are subtle yet powerful guides that add a touch of personality to your website and give users feedback to confirm their movements, clicks, and swipes. For example, when users hover over an icon, they may see a subtle change in color or a brief animation.

This may sound gimmicky, but WISE uses this interaction to create a feedback loop, reassuring users that their interaction is registering. You’ll find a good example of a microinteraction by toggling through the navigation bar on a site we built for a leading plumbing company.

Like we said, it’s subtle yet incredibly powerful.

Pricing Calculators: Pricing calculators are a perfect example of interactive content, and we’ve built many of them for clients, including a nationwide tax and accounting CPA firm called Dark Horse.

Pricing calculators may be simple tools, yet ours completely revolutionized Dark Horse’s business.

Our client offers four core services—tax preparation, tax planning, bookkeeping, and fractional CFO services. Previously, if prospective customers had questions about pricing for each service, they had to call or message the client. That created unnecessary friction for customers and took time and resources away from our client.

This tool allows Dark Horse customers to select their service, answer a few targeted questions, and receive a customized service quote in real-time. If the client needs additional information or wants to start service, all they have to do is click a “Get Started” button or book a Discovery Call with a team member.

And the best part? This tool is available 24 hours a day, which means Dark Horse’s doors never really close.

It’s an all-around win-win.

AI-Powered Live Chat: Why do our Live Chat Services give clients the power to receive up to 40% more leads?

Because chatbots never sleep. Plus, they are growing more sophisticated and human-like by the day, transforming your static website into a 24-hour customer service team. Beyond just answering questions, our Live Chat Services help qualify leads for further follow-up, ensuring opportunity doesn’t slip through the cracks when the lights are off.

Creating Interactive Content

To implement an interactive content strategy, you must first understand the core elements driving its success.

Understand Your Audience: Knowing your audience goes beyond demographics. It means understanding user behaviors, preferences, and digital habits.

Unfortunately, while many businesses know their product or service well, they often need an outside perspective to fully understand who their audience is and what they want.

That’s where we come in.

In the early stages of working with new clients, we uncover their primary, secondary, and other audiences so we can develop tailored communication strategies. Then we gather data and refine our approach as needed to ensure we maintain a finely tuned strategy.

Set Clear Goals: Determine what you want to achieve before creating content. Whether it’s increasing website traffic, boosting conversion rates, or enhancing social media engagement, each goal should be SMART—specific, measurable, attainable, relevant, and time-bound.

Keep It Simple: The longer it takes for your audience to figure out your content, the greater your chances of losing them. Our in-house team of content specialists design content that speaks to your audience—in your voice, without compromising the message.

While it may be tempting to create your own content, experience shows us that most clients benefit from an outside perspective. That’s because data-driven insights drive everything we do. The data tells us what customers want, where they want to find it, and the language they use. That gives us (and you) a leg up on the competition.

Make It Beautiful: Your content should be as engaging as it is intuitive. This means maintaining consistency, upholding your brand identity, and having an intuitive layout that guides users through the content. Our brand identity services ensure you create a cohesive identity that is consistent, beautiful, and effective.

This translates into a bold and consistently branded presence on your website, social media channels, and all the touchpoints where customers engage with your brand.

Make It Accessible: Your website and content must accommodate a wide range of users, including those with disabilities.

We make sure our clients' websites not only meet the requirements of the Americans with Disabilities Act (ADA) but are also user-friendly and visually appealing. Achieving this is an art, yet our design team excels at it every day. We ensure your brand remains uniquely yours—while implementing the right color contrasts and text sizes to ensure compatibility with screen readers for visually impaired users.

Let’s Build Something Great

Ready to transform that static content into a dynamic, interactive experience that captivates your audience? You can take on this challenge yourself—or you could lean on WISE. We’re here to help your company thrive and achieve accelerated growth. With our practical, profitable, and measurable strategies, we’ll ensure your success. Request a proposal to see how we can help!


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