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Why Interactive Content Is Key to Winning in Business

This is according to neuroscience

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BY Pauline Mendoza - 01 Jun 2018

Why Interactive Content Is Key to Winning in Business

PHOTO CREDIT: Getty Images

Every business has a story to tell. But what sets a business up for success is how that story is told.

“You have a message. A fantastic one. But as global business gets more and more competitive, if you don't approach your content the right way, you'll be about as effective in getting that message out as a butter knife sawing through a centuries-old sequoia,” writes Wanda Thibodeaux in this Inc. article.

Over the years, businesses have turned to content marketing to reach audiences. But as the playing field became more competitive, players had to step up their game in creating and disseminating content.

Now content marketing is dead, posits marketing entrepreneur Yoav Vilner in his Inc. piece.  “Or at least it's starting to feel that it's heading in that direction,” he writes.

So if simply creating engaging articles, videos, and other content won’t cut it anymore, what can businesses do to stay ahead of the curve? Both Thibodeaux and Vilner agree that interactive content is the way to go, pointing to science to back them up.

Dr. Dino Levy of Tel Aviv University's Coller School of Management and Sagol School of Neuroscience says people are more likely to engage in interactive content and not forget it — hence, having a high likelihood of brand loyalty.

What is interactive content marketing?

Vilner explains interactive content marketing is a type of content marketing where a user can “dive in, interact, experience the process and learn something new without feeling targeted,” such as an interactive poll or infographic.    

Says Vilner, “It requires control and is less about conversion rate optimization and direct lead generation. Interactive content marketing is about providing your audience value in an unobtrusive way.”

Simply put, it’s the future of content marketing. Examples of content that can be made interactive are polls, infographics, and videos. See examples here and here.

Why do people’s brains respond well to interactive content?

Levy says interactive content encourages a person to make motor movements, such as when responding to information and cues in a sequential way, thereby strengthening connections between the neurons of a person’s brain. It also requires a person to make choices, activating a bigger range of brain areas like those related to emotional processing, motor planning, high cognitive forward thinking, and sensory processing.

“From the connection and business perspective, that means you're more willing to keep engaging with the content to the end and not forget it, and that you have a high likelihood of good brand loyalty,” Thibodeaux writes.

So take note marketers, interactive content could be the new king.

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