How can we use interactive content material in Rock Content material’s advertising technique?


In at present’s fast-paced and extremely aggressive digital panorama, capturing and retaining the eye of your target market isn’t any small feat. 

One method that has confirmed to be extremely efficient is the usage of interactivity. In actual fact, 79% of entrepreneurs surveyed by the Content material Advertising and marketing Institute (CMI), said that interactive content material improves messaging retention.

By incorporating interactive parts into their advertising methods, manufacturers can create immersive experiences that captivate and have interaction their viewers on an entire new degree—we all know this not solely from knowledge however as a result of we’ve seen the outcomes firsthand.

The Rock Content material advertising workforce has harnessed the facility of interactive parts resembling quizzes, polls, calculators, and extra to revolutionize the best way we join with our goal market.

On this article, I delve into the world of interactivity and discover how we’ve successfully leveraged its energy to raise engagement and drive outcomes.

And right here’s a heads up: if you wish to construct interactive experiences in a breeze, I strongly advocate you study extra about Ion as an interactive content material software. No coding is required.

So, let’s dive in and uncover the transformative potential of interactivity in fashionable advertising.

The Beat, the one and solely interactive advertising publication

The Beat is our interactive advertising publication, constructed on Ion (as a matter of truth, all the pieces you’ll see right here on this article was constructed there). 

The primary concern aired in January 2022, adopted by a Portuguese model three months later, and a Spanish one a few months after that.

Having a weekly publication that goals to supply our readers with concise updates about an important subjects in content material, advertising, and gross sales is a crucial a part of our technique to diversify the kinds of content material we promote to our viewers.

And, in fact, making it interactive means providing readers a singular and fascinating expertise not like another advertising publication on the market.

Proper from the outset, we made it a precedence to include clear moments of interplay all through the web page. Ion, our chosen platform, has been instrumental in effortlessly introducing options resembling quizzes, reactions, animated graphics, and extra.

We wished readers to solely benefit from the content material, however to actively take part in it.

And that, I have to add, has a twin goal: not solely does it enhance engagement in our publication, however it additionally allows us to collect beneficial knowledge from these interactions.

Each ballot response and navigation throughout the platform contribute to a wealth of knowledge that helps us higher perceive our viewers and make extra knowledgeable choices.

If you wish to know extra about how The Beat was constructed and works in follow, I additionally invite you to learn this text that takes you behind the scenes of our interactive publication. 

Webinars: Jam Classes and Advertising and marketing Backstage

Jam Session is our sequence of interviews that includes the world’s best-in-class entrepreneurs. 

In every one, we invite consultants to share their data on varied topics that affect the advertising world. From social media traits to the affect of AI on content material advertising, we cowl all of it.

Moreover, Advertising and marketing Backstage is one other sequence of webinars, showcasing Rock Content material’s advertising workforce. By means of this sequence, we provide an unique inside have a look at our processes and techniques, aiming to encourage entrepreneurs worldwide.

To make sure a seamless and interactive expertise for our viewers, each webinar we host takes place inside pages constructed on Ion. 

That, once more, permits us to have two necessary issues: interactivity and knowledge assortment.

Inside these customized interactive pages, we embed movies and chats from YouTube whereas creating custom-made CTAs to encourage attendees to discover extra of our content material, which is a big hack for enhancing our development outcomes.

Every component that you just see on this print display is interactive, responding to actions, pop-ups, or highlights as customers transfer their mouse.

As an interactive web page, each motion taken by customers is recorded, producing a wealth of beneficial first-party knowledge for us to investigate and acquire deeper insights into our viewers.

For the reason that pilot of Jam Session, we’ve garnered almost 11k viewers for our occasions. Furthermore, our Advertising and marketing Backstage webinars to date have attracted over 2k viewers this 12 months alone. 

Wealthy interactive supplies

Static content material will not be sufficient if we wish to stand out and convey memorable experiences. 

In response to a survey by the Demand Gen Report, 91% of interviewed consumers stated they like interactive and visible content material to plain static materials.

Everyone knows wealthy supplies are the premise of all content material advertising methods. However interactivity can take it to the following degree. 

And hey, don’t take it from me, the numbers communicate for themselves: in a single expertise, we managed to enhance an book’s conversion charge by 20.7% utilizing optimizations and knowledge generated inside Ion.

In one other case, we elevated conversions for our Persona Generator by a formidable 431% utilizing interactivity. 

So, yeah. I assume it’s secure to say that it really works. 

And it may be utilized to so many kinds of content material. I’m speaking about interactive ebooks, calculators, infographics, assessments, and so forth. 

I’ve introduced some examples:

Interactive book




In all of those contents, we are able to create customized experiences for every customer by way of interactivity. 

Customers can click on to view extra info in subtopics they like essentially the most in ebooks and infographics, for instance. 

And with calculators and assessments, all of them get totally different outcomes relying on the solutions given.

Yet another time, not solely does this make for an important expertise, however it’s additionally good for knowledge assortment.

With each click on recorded, we get tons of insightful info to assist us construct even higher experiences.

Content material hubs

One other nice use of interactive pages is to create Content material Hubs, the place guests can entry a wide range of content material associated to the identical undertaking or topic.

In our case, our Jam Classes are conveniently hosted in a devoted hub, offering quick access to each webinar we’ve performed. 

To boost person expertise, we’ve applied filters that permit guests to shortly discover content material categorized by particular subjects.

Furthermore, to cater to a wider viewers, we distribute our Jam Classes as podcasts on Spotify, which may also be accessed immediately by way of the hub.

Past that, we’ve crafted a complete hub devoted to Black Friday

As one of the essential dates of the 12 months for commerce, we acknowledged the significance of getting a single vacation spot the place guests can entry each piece of content material we’ve produced associated to this occasion. 

This hub serves as a beneficial asset, providing a centralized location for customers to discover a wealth of details about Black Friday.

As you possibly can see, interactivity performs an important function in Rock Content material‘s advertising technique.

It serves as a robust software to tell apart our content material and drive engagement with our viewers. 

If you wish to obtain related outcomes, take into account incorporating interactivity into your individual advertising techniques.

Request a free Ion demo at present and uncover how interactive content material can rework your method and captivate your viewers in thrilling new methods!


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