Bill Gates once famously said that "content is king." Nearly two decades later, that sentiment is more relevant than ever. With 86% of users experiencing "banner blindness" and 96% of users not trusting ads, real content is what engages today's consumers.
Consider HackerNoon, which reaches millions of readers, like you and I, each month. The site's success is attributable to its high-quality, informative content. By providing valuable content, HackerNoon has built an audience of engaged readers who return frequently and are more likely to convert.
Moreover, the rise of digital technologies has created an unprecedented demand for high-quality content. And as customers become more discerning, businesses are realizing that great content is no longer enough—they need to create exceptional customer experiences (CX) to stand out.
One of the best ways to create a great CX is through interactive content. Interactive content is any type of content that requires input from the user in order to be consumed. This can include anything from quizzes and polls to calculators and interactive videos. The best thing about interactive content is that it can be tailored to fit the specific needs of your audience.
There are a number of reasons why interactive content is so effective at creating great CXs. First, it helps you understand your audience better. By asking users to provide input, you can learn what they're interested in and what matters to them. This information can then be used to create content that is more relevant and engaging.
Second, interactive content is more engaging than traditional content. By nature, it encourages users to interact with it, which in turn makes them more likely to consume it. And the more engaged users are, the better the CX.
Third, interactive content is more memorable than traditional content. Studies have shown that people are more likely to remember information that is presented in an interactive format. This is because interactive content requires more cognitive effort than traditional content, and as a result, it leaves a stronger impression on the brain.
It's been said that “no-code is eating the world," just as software once ate the world. The same is now true for interactive content. Thanks to advances in technology, creating interactive content no longer requires any coding skills.
The idea of a "development stack" refers to the various technologies and tools that are used to create a website or application. There is now a "content stack" that consists of the various technologies and tools that can be used to engage and build audiences online.
For instance, no-code web development tools like Webflow or Bubble might serve as the foundation, while involve.me enables interactive content such as quizzes, surveys, calculators, and so on. Think along the lines of infographics on steroids.
Interactive content is content at the broadest level—including not just multimedia, but experiences that engage customers on a deeper level.
These kinds of tools are making it easier than ever for content creators to produce interactive content, and in a way, they help startups compete with giants. While large corporations can afford massive advertising budgets and in-house development teams, startups can create interactive content that is just as engaging—if not more so—thanks to these easy-to-use tools.
Even if you're not a technical person, you can create an entire website or app around beautiful, interactive content with these kinds of tools, which is miles apart from traditional advertising content.
Even when the words "Customer Experience" aren't mentioned, it's the driving force behind a lot of the trends we're seeing today: From the metaverse to conversational commerce, businesses are realizing that the best way to engage customers is to create a great experience.
However, in spite of all the VR and metaverse hype, these technologies simply aren't mature enough to create great customer experiences yet. That's why interactive content, as simple as it may seem, is actually one of the best ways to create engaging customer experiences right now.
The future of interactive content is bright. With the rise of no-code tools and technologies, more businesses will be able to create interactive content without any coding knowledge.
This will lead to a more engaging and democratic form of content creation, where businesses of all sizes will be able to participate.