Last week, two of the greatest minds in interactive content (at least in our honest opinion) came together to share their thoughts on how to stop talking at your audience and start interacting with them. These two creative talents — our very own VP of Product, Caleb Hansen, and Boombox’s Chief Evangelist, Owen Fuller — hosted the webinar, “Interactive Content is the ‘New Content’: Start Involving, Stop Ignoring,” and had a great dialogue on the death of passive content and the importance of making your content interactive. If you weren’t able to attend the webinar, here are some of the highlights.
The perfect storm: The rise of millennials and technology
There are a plethora of societal changes happening due to advancements in technology, and people’s expectations of how content is pushed at them are constantly changing because of these advancements.
This all starts with the millennials. These are the digital natives that make up 30 percent of our population. When trying to push your content at them, it’s important to realize that they’re skeptical yet idealistic when it comes to what they’re seeing. They have a strong “BS detector.” With advancements in technology leading to multiple screens, tabs, and the sheer number of devices available, consumers of all ages are automatically more easily distracted.
Interactivity with brands is now expected. The power of choice and personalization is more important than ever. In our recent research report, we found out that 86 percent of consumers want to be able to control the topics they see on news sites and 56 percent of consumers like choosing content that is relevant to them.
But they’re not skeptical of branded/sponsored content as long as they know it is genuine and don’t feel like like they’re being deceived. Consumers want to be in the driver’s seat, and don’t want to be barked at or sold to. They want brand dialogue that they can relate to, and good dialogue creates great brand equity.
Interactive is no longer a ‘nice to have’
Interactive content creates better engagement, better conversions, and better data. According to a study by Demand Metric, interactive content is more likely to differentiate your content from your competitor. The benefits that interactive content pose blow passive content out of the water. Below is a slide from the webinar showing the impact of making content interactive.
Don’t let the fear of change hold you back
Making the change to interactive content can be daunting. There are a lot of things to consider, like global distribution, and reaching different devices, browsers, operating systems, etc., so partnering with a company that can help you combat those challenges is key.
Caleb and Owen also discussed the seven rules to creating content that works, including building for your KPIs, thinking mobile, and being adaptable in order to improve.
If you want to learn more about these seven rules but you missed the webinar, you’re in luck! You can watch the full webinar here.
Check out more highlights of the webinar on Twitter at #BoomboxRaptMedia.