Content Marketing, Owned Media

Every day, we’re faced with all the content that has been churned into the interwebs and vying for our attention. We spend hours sifting through everything from blog posts to infographics and videos. This may be one of the reasons why our attention spans have significantly declined. According to the Associated Press, the average attention span was 8 seconds in 2012. And, in case you were wondering, that’s down from 12 seconds in 2000.

To capture users’ attention and keep them engaged for longer periods, more brands are turning to interactive infographics. If you haven’t already added them to your marketing campaign, here are three reasons why you should take a closer look at interactive infographics.

1. Engage Users

With the average attention span coming in at 8 seconds — one second behind the lowly goldfish — you know that your content needs to be interesting from the get-go. However, you also should make sure it has continual value so that the user doesn’t hit the back button prematurely.

Static infographics present content in a way that’s easily consumable. But interactives offer the advantage of more features like including rollover animations, sounds, scrolling, and quizzes. This cuts through the monotony of reading text and charts and allows your users to engage different senses like touch and hearing as another way to maintain longer engagement.

2. Repurpose Valuable Content

A lot of time goes into creating a static infographic, case study or ebook – they require research and graphics need to be created. Why not repurpose this data into an interactive that can be used to help market your other work? Interactives are unique in that social sharing can be built right into them. The more social shares you have, the more traction you can gain in promoting your other content.

Have you ever had so much research you didn’t know what to do with most of it? Put it an interactive. Interactives can contain a lot of information because of their ability to show and hide content based on user input. A well-organized infographic can display all the main points you definitely want to drive home, as well as delve further into gritty details that your target audience will find useful.

3. Boost SEO Value and Brand Visibility

With all the content being generated for the Internet – at a rate of 5 exabytes of data every two days (that’s about 5 billion gigabytes!) – it’s increasingly hard to stand out from the crowd. But it’s not impossible.

Matt Cutts, head of the Webspam team at Google, spoke about this in a May webmaster video while discussing the algorithm Penguin 2.0. His message? “Try to make sure you make a great site that users love, that they’ll want to tell their friends about, bookmark, come back to, visit over and over again … all the things that make a site compelling.”

This is exactly what your user will get with a well-designed interactive. It’s a unique experience that adds value to your customer and garners social shares because of the uniqueness of its presentation and the utility that it offers as a hub for helpful content.

Investing in an interactive will certainly help your SEO value today and in the future. Have you used interactives in your marketing campaigns? Tell us how in the comments.

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