Interactive Elements in Content Marketing
Interactive Elements in Content Marketing

Summary/Abstract: Owing to the decreasing attention span of webpage users in the current digital age, the tactics to draw an otherwise passive visitor into the website and actively engage him is becoming ever so important. It seems that interactive content is one of the magic wands determining the success of web-based companies on the Internet, and drawing attention of the online user. This study reflects on the current trends in content marketing and it identifies the types of interactive content as viewed by the experts. Using content analysis, we identified a total 50 of different types of interactive content, which can be used by commercial companies on their corporate websites. The analyzed typology of interactive content mainly included calculators, quizzes, interactive infographics, evaluations, surveys and interactive e-books, which can engage and train the users and improve their browsing experience on the webpage. The study ends with a short overview of the expected theoretical and practical benefits.

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