Let’s run through a hypothetical marketing campaign so you can see how to use interactive content. This type of content performs better than static content across key metrics like engagement, leads, and sales.

Taking advantage of interactivity can be the adrenaline shot your marketing campaigns need. 

Let’s say your hypothetical marketing campaign is for financial services. We’ll call it:

Your Quest for Financial Wellness

I chose the financial services industry because companies like Rabobank use Convert_ with great success - check out our Rabobank Case Study to see the results.

Let’s inject some energy into your marketing with interactive content.

Top of the funnel (awareness stage)

In the awareness stage, you target cold traffic with your marketing materials. These people don’t know about you, and some questions they may be asking about your business are:

• Who are they?

• What do they offer?

• How can they help me?

Your top-of-the-funnel content needs to grab attention, get some eyeballs on your business to raise awareness, and answer questions ideal customers may have. 

Here’s how you can do that with interactive content.

• Interactive content type: Financial health quiz

• Goal: Attract a broad audience interested in personal finance and educate them about it.

• Content brief: Create an interactive quiz to help people assess their financial health and suggest areas for improvement. Include questions about budgeting, saving, investing, and managing debts.

• Distribution channels: Promote the quiz on social media, set up influencer partnerships, include it in blog articles targeting organic search, and link to it in personal finance forums.

This gives you a good starting point for the campaign.

Check out a quick tip for spreading awareness with interactive content.

Middle of the funnel (consideration stage)

Your middle-of-the-funnel content targets the people who already know about your business. These potential customers are considering whether or not to use your services.

Some of their thoughts about your business may be:

• I’m intrigued

• Like the services

• Might buy from them

At this stage in our scenario, we’ll focus more on the people who showed interest in the quiz. The quiz educated them about our offerings, and their answers helped us learn more about them.

We’ll engage them further with an interactive calculator.

• Interactive content type: Budgeting calculator

• Goal: Nurture leads and offer users personalized help with budgeting.

• Content brief: Build an interactive budgeting calculator that allows your audience to input their income, expenses, and financial goals. Offer personalized recommendations and tips for optimizing their budgets to become financially stable.

• Distribution channels: Embed the budgeting calculator on your company’s website, send targeted emails that include the calculator, and promote it through your email newsletter to target current subscribers interested in financial planning. Offer incentives to those who complete the calculator - like a downloadable PDF guide with additional budgeting tips and strategies.

Your audience should be piping hot now. In the next stage, we’ll convert those hot leads into paying customers.

Check out a quick tip for guiding buyer consideration with interactive content.

Bottom of the funnel (decision stage)

In the decision stage, we’re dealing with hot traffic. Some thoughts here may be:

• Love their prices

• Need their services

• Is buying from them smart?

Our target audience here is aware of your business, familiar with your offerings, and trusts you because they received valuable information.

Now, potential customers need some final guidance to make a buying decision. We’ll use a product configurator to show them why your business is the best option and convince them to buy.

• Interactive content type: Investment portfolio builder

• Goal: Convert leads into customers by offering personalized investment advice.

• Content brief: Create an interactive investment portfolio builder that helps users design a customized investment strategy based on their risk tolerance, investment goals, and time horizon. Offer guidance on diversified portfolios and investment products aligned with their financial objectives.

• Distribution channels: Feature the investment portfolio builder prominently on your company's product pages, promote it through retargeted Meta and Google Ads, and send it in sales emails. Give users who complete the portfolio builder a discount on investment advisory services.

We should be well set up for conversions to start rolling in. But let’s not stop there.

Check out a quick tip for boosting conversions with interactive content.

Post funnel (retention and advocacy stage)

Like many business owners, you might think that your marketing efforts stop once you get the sale. This is a (costly) mistake, though.

Why not build stronger customer relationships with post-funnel interactive content?

This helps you retain customer loyalty and turn buyers into advocates.

Let’s check in with new customers to engage them further and help them on their quest for financial wellness.

• Interactive content type: Financial wellness challenge

• Goal: Retain and engage customers while fostering brand advocacy.

• Content brief: Launch a financial wellness challenge with interactive content, encouraging customers to set and achieve specific financial goals. Support participants with interactive tools and resources like surveys, savings trackers, goal-setting worksheets, and progress dashboards.

• Distribution channels: Ask customers to join the financial wellness challenge through email invitations, in-app notifications, and social media announcements. Encourage participants to share their progress on social media with a branded hashtag and offer rewards for completing the challenge and sharing experiences.

Guiding people on their quest to financial wellness and continuing to strengthen connections with them after conversion will win the company more fans. Perfect for retaining customers and building brand advocacy.

Need help creating the best interactive content? We outline the process in How to Create the Best Interactive Content (7 Quick Steps).

How Convert_ Helps You Create Interactive Content

Convert_ is a powerful no-code tool that helps you build and customize interactive content. You can create calculators, product configurators, quizzes, surveys, and tests to:

• Spread brand awareness

• Increase engagement

• Build an audience

• Strengthen relationships

• Drive more sales

• Retain customer loyalty

For instance, a calculator lets potential customers interact with your offerings. They can get instant quotes for services or learn more about your products - for instance, how your offerings can help them.

Explaining the benefits with a calculator is an engaging way to help customers make informed buying decisions. When you combine this with instant quotes, you refine the sales process and increase conversions.

Convert_ makes creating interactive content straightforward and offers other advantages:

• Most powerful calculations on the market

• Unlimited users for any payment plan

• Embeds into any website

• Excellent integrations

• Highly customizable

• Easy to use

• Free plan

Our software does all the heavy lifting for you. Benefit from a user-friendly, drag-and-drop builder for creating powerful interactive content - without coding skills.

Getting started is easy. Sign up for a free forever plan, choose a template, and customize it to suit your needs.