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The content wrap-up: interactive content edition6 min read

6 min read

Each fortnight, Croud Australia’s content team will round-up notable and #iconic content from around the web, and provide insight as to why these pieces are worth sharing. 

We felt slightly guilty that our last wrap-up was tax-themed, so this week we’re pulling a wildcard and you’ll be sure to thank us for it! We’ve compiled our favourite interactive content pieces that remind us that digital content is so much better when you can play along!

Interactive résumé of Robby Leonardi

Imagine – you have the once-in-a-lifetime opportunity to apply for your dream role. However, before submitting your résumé, you see that there have already been hundreds of applicants. GULP. You’d be thinking to yourself, ‘I really hope there’s some way I stand out from the crowd.’ Now imagine you have a résumé like Robby Leonardi….game changer! 

This résumé is a piece of content gold. Not only is it beautifully animated, creative and colourful, but it also allows the audience to ‘play along’ and discover Leonardi’s skills and experience in a fun and gamified way. By breaking down the résumé sections into levels, this piece of content is disguised as a game. However as you move through the imaginary world, you realise the only winner here is Robby Leonardi. 

Lastly, what really makes this content piece shine is the gated email contact form at the very end, allowing people to get in touch if they so please. What could have easily been a words-on-a-page document, was transformed into a creative piece of content, and more importantly, a surefire way to be noticed.

Key takeaways: Flex your creative muscles when it comes to content ideation by rethinking your medium! Does that blog have to be a blog? Is there a way you can inform/entertain your audience whilst also converting or capturing information to use within your Customer Relationship Management (CRM) software?

Bespoke Cycling

Ever find yourself in search of the perfect product, only to feel limited by the choices available to you? Cue the onset of customisation. You’ve interacted with customisation in the service economy when choosing your latest iPhone, designing your very own Nikes, and even when building a brand new bicycle. Bespoke Cycling helps with the latter and takes the guesswork out of purchasing a bike. 

If you’re looking for a particular build, or you’re just after something unique, then you can go on the Bespoke site, head to their interactive Bike Builder, and create a bike that you can guarantee no one else is riding. Product customisers such as this one have been popping up all over the e-commerce industry, meeting the demands of consumers that wish to be a part of the creative processes of their favourite brands. I mean, who doesn’t want a 256GB bright yellow phone with a matching case?

Key takeaways: Don’t be afraid to spend the big bucks to bring your customers what they want. If you think the product you’re offering would be better served as separate parts that your customers can put together as they please, then do it! There’s nothing a sprinkle of development and a dash of creativity can’t do.

Maglr’s interactive playbook

On the topic of interactive content, our next pick is essentially an interactive article – we’re killing two birds with one stone here (you’re welcome). As you scroll through this pillar piece, users are greeted with information displayed in bite-sized pieces paired with engaging graphics to add a bit of playfulness. Each section has been designed in the most relevant way. For example, there’s a scrollable timeline to show the evolution of shareable content – and we love to see it.

The thing that caught our attention with a playbook like this is that you feel like you’re part of the story – you feel like you’re in control of the content that you’re consuming. In a world where we’re inundated with media from all angles, this sense of autonomy is more memorable than you’d think.

Key takeaways: It’s all about that user experience! Give your visitors something that makes them feel in control while they’re learning/being entertained, and they might just bookmark your blog!

Thrifty’s what kind of car should you hire quiz

Thrifty is one of Australia’s leading car rental specialists, with over 170 locations nationwide. However, in a crowded and competitive space, Thrifty needed to stand out and ensure maximum visibility of their website and on-site content.

We wanted Thrifty’s blog to not only be a source for Search Engine Optimisation (SEO), but also a destination for users looking to engage with the business. As such, our SEO team began to do research on popular search terms to figure out what Thrifty users were looking for. Following this, the content team took those terms and created the “What kind of car should you hire” quiz. We opted to delve into interactive content as we saw a giant opportunity to gamify Thrifty’s service in order to provide current and future customers with an immersive experience when choosing a car to hire. 

This quiz was created for customers who are looking to hire a car from Thrifty’s vehicle fleet, but are uncertain of the type of vehicle to look into. Bridging the gap between SEO-optimised landing page copy and the potential for customer engagement, this quiz was a content creators dream. We saw it as an opportunity to drive extra traffic to their landing pages through direct interaction with the quiz.

The quiz brought in sessions, conversions, a higher time on page, and is the fastest-rising content piece in Thrifty blog history, thanks largely to Electronic Direct Mails (EDM). Some of the year-over-year (YoY) results were:

  • an incredible 137% increase in transactions.
  • a 37% increase in sessions.
  • a 42% increase in new users.
  • a 3.37% drop in the bounce rate.
  • an 8% increase in sessions duration.

That’s a wrap!

Before you go, remember our key takeaways from this wrap-up to help you boost your traffic, improve brand awareness, engage with your audience, increase your conversions or meet any other business objectives you’ve set.

  1. Investing in customer experience pays off in the long run! Pair creativity and resources together, and you have yourself a brand new product offering.
  2. Giving your users a bit of control back can do wonders for how they perceive your brand. Give them some options and make things easy to consume – they’ll love you for it.
  3. Don’t be afraid to play with mediums; not everything needs to be a piece of written content (and there is such a thing as an engaging résumé)!

If you have a piece of content you’d like to share with us, send it through and we’d love to take a look. Alternatively, if you need assistance creating aspirational content like seen in the examples above, get in touch with our team. We’d love to help!