Content marketing is an ever-evolving world. Trends change in the blink of an eye. One moment you’re carefully selecting a flattering Snapchat filter and the next you’ve been tagged in a rather unforgiving TikTok video. Keeping up with the Kardashians is tougher than it may seem, but the good news is that if you do keep up with the pace, you can interact with your customers and audience more than ever before.

So what is the ‘interactive content marketing’ trend all about?

Marketing looks vastly different from what it did 10 years ago. And while in 2020, most industries and brands have moved most, if not all, of their marketing focus to digital, not all of them have changed the way they approach marketing content.

In essence, interactive content marketing is a move away from ‘static’ content that may be informative or entertaining, but requires little to no interaction, towards content that demands or prompts the user to actively engage with it.

Consumers are beginning to respond more to content that draws engagement and interaction, rather than to simply read a post or view a video.

What does that look like?

The interactive element of the content doesn’t necessarily need to be overcomplicated. Interactive content marketing can be as simple as a poll or infographic. It could also be as in-depth and immersive as a 360-degree video or a digital calculator, designed to show you what sort of finance you can afford.

Expect interactive marketing to be one of the biggest trends of 2020, as brands look to add value to their content and pay closer attention to the interests and behaviour of their followers or customers.