Traditionally, content marketing involved using passive content. Think of white papers, e-books, slide decks, or infographics.

A problem with passive content is that viewers engage less. They passively consume the content but don’t get more involved with it.

Interactive content like calculators, product configurators, and quizzes is different. This content engages users on a deeper level and involves them in the process.

Interactive content marketing involves getting user information in exchange for valuable information. Think about taking an interactive personality quiz - you exchange your contact details for the quiz results.

You can get a fantastic return on ad spend (ROAS) with interactive content.

How Interactive Content Marketing Helps ROAS

Thomas runs a marketing company and looks after the entire marketing funnel for his clients. With the rising cost of ads, he focuses on conversion rate optimization (CRO) to increase sales for his clients.

He previously relied on passive content to power their content marketing strategy. But he quickly learned this is less efficient for maximizing CRO.

Thomas needed to decide what was best for his clients. Seeking out alternatives to passive content, he discovered interactive content marketing like:

• Product configurators

• Quote forms

• Lead pages

• Calculators

• Quizzes

• Surveys

• Tests

He soon learned that interactive content is more engaging for audiences. People get entertainment, experience instant gratification, and benefit from transparency. This has a direct impact on conversion rates.

Here are some stats on interactive content to back up Thomas’s discoveries:

• Interactive content generates 4-5x more pageviews than static content on average.

• Interactive content generates 2x more conversions than static content.

• Interactive content gets 52.6% more engagement than static content.

Thomas started using Convert_, and now he can:

• Create interactive content himself

• Launch multiple A/B tests a week

• Update experiments in minutes

• Boost his conversion rates

He uses interactive content marketing throughout the marketing funnel - top, middle, and bottom. This generates more leads and helps him increase ROAS.

The beauty is that he can do this without knowing how to code, so he doesn’t have to depend on expensive developers. Tools like Convert_ lower the barrier to entry for the once expensive interactive content.

Meta Ads: How Interactive Content Can Boost ROAS

Let’s look at a scenario where interactive content can help you boost ROAS for Meta Ads. I’m going to create a full-funnel Meta Ads strategy as an example based on the following info:

• Industry: Photography

• Target audience: People planning weddings

• Interactive content: Quiz, calculator, and booking form

• Goals: Engagement, awareness, promote consideration, and conversion

Top of the Funnel (Awareness)

Goal: Engage the target audience and spread awareness

Interactive Content: Quiz

Strategy:

• Ad Content: Create a quiz - What’s Your Wedding Photography Style? Use engaging imagery and questions to attract people planning their weddings. This quiz can help them discover their preferred wedding photography style based on their tastes and wedding theme. It's a fun way to make people aware of your business.

• Platforms: Facebook and Instagram for broader reach. Use eye-catching visuals that resonate with wedding planning themes - easy for a photographer.

• Engagement Tactics: Encourage sharing the quiz results with a custom hashtag. This can increase organic reach and create buzz around your brand - people love sharing quiz results.

• Data Collection: Gather insights on preferences and styles for retargeting with more personalized content in the middle of the funnel.

We're not even asking for their details here. This ensures friction to completing the quiz is super low, helping us reach our goal.

Quizzes are perfect for engaging your audience and spreading awareness. The most shared quiz published between 2017-2022 got a total of 5.5 million social interactions.

Middle of the Funnel (Consideration)

Goal: Deepen engagement and promote consideration

Interactive Content: Calculator

Strategy:

• Ad Content: Introduce a Wedding Photography Budget Calculator. This helps potential clients estimate the cost of wedding photography. Base costs on various factors like hours of coverage, number of photographers, and special requests. And include a field for their wedding date - this helps with the bottom of the funnel.

• Targeting: Retarget people who engaged with the quiz. You can also target those engaging with other content.

• Engagement Tactics: Offer budget calculator results in exchange for their email address. This helps you generate leads and build your email list while providing value.

• Value Proposition: Emphasize factors like transparency, affordability, and service customization to nurture trust.

According to the Content Marketing Institute, calculators are the most effective type of interactive content for the consideration stage.

Bottom of the Funnel (Conversion)

Goal: Convert interest into action

Interactive Content: Booking form

Strategy:

• Ad Content: Create ads with a user-friendly online booking form. Highlight limited availability, special offers, or discounts for early bookings to create urgency. Use a direct call to action like Capture Special Memories - Forever!

• Targeting: Focus on users who used the calculator and are nearing their wedding date - good thing we previously collected that data. You can also target lookalike audiences.

• Conversion Tactics: Use testimonials and beautiful images from previous weddings to reinforce the quality of your service. You can also include these as part of the booking form, especially with the high customization Convert_ offers.

• Follow-Up: Retarget those who started the form but didn't complete the booking. Offer assistance or answer common questions that might've prevented them from finalizing their booking.

Interactive ad content helps you engage people, spread awareness, educate your audience, and ultimately, increase conversions.

We can help you with more than Meta Ads. Check out our Rift Photography Case Study to see for yourself.

What is a Good ROAS?

Calculating a “good” ROAS isn’t easy because figures and strategies vary across industries. A solid ROAS in one industry is a mediocre one in another.

Recent data gives us an idea for calculating a good ROAS. The average conversion rate for Google Ads on the search network is 4.40%, while the conversion rate across Facebook Ads is 9.21%.

Conversion rates don’t tell the full story, though. Because calculating ROAS involves dividing the total campaign revenue by the total campaign cost.

Say you made $20,000 on a Meta Ads campaign that cost you $5000. You divided the revenue by the cost, giving you a 4:1 ratio. So, you made $4 for every $1 spent.

That would be considered a good ROAS for most businesses. You want to be hitting a 2:1 ratio at least for a decent ROAS.

How to Create Interactive Content

Now that you know how effective interactive content marketing is, you likely want to know how to create interactive content. This is where Convert_ comes in.

We offer a versatile, powerful, and flexible no-code software builder. With our tool, creating interactive content is as easy as dragging and dropping elements on your screen.

You have access to more than 30 input elements. And we offer superior calculation and logic capabilities via Excel-like formulas.

Here’s a quick rundown on Convert_:

• Powerful calculations for quoting and more

• Complex decision branching

• Embed into any website

• No coding skills needed

• Seamless integration

• Multi-functional tool

• High customization

• Unlimited users

• Free plan

Creating interactive content with our tool is simple. You can create from scratch or choose from a range of templates for a headstart.

Convert_ does all the heavy lifting, helping you unlock the door to interactive content. A high barrier to entry, due to the cost of expensive developers, bolted the door shut before. But we’re your key to accessible interactive content for higher ROAS and overall conversions.

Now, I’m going to be very transparent here. Our software does have a higher learning curve than some other tools. But a Formula One car is also harder to drive than a Renault.

How Convert_ Simplified Lead Generation, Product Education, and Quoting With Interactive Content Software

First, here’s some background on how we started our journey six years ago.

Before 2018, we helped small and medium-sized businesses develop custom software. While working with these companies, we saw a clear pattern emerge.

Most wanted to simplify the messaging around what their business offered. They wanted to convey that to their audience in clear terms.

So, we often ended up building website calculators. We created pricing calculators, quote forms, and product configurators for these businesses. This content made it easier for potential customers to understand how the businesses benefited them.

With interactive calculators, their audiences no longer had to wrestle through handwritten calculations, long consultations, or Excel tables. The calculators made complex pricing, savings, or loan conditions easy to digest and understand. Customers could get instant quotes without lengthy back-and-forth calls or emails.

The individual configurations meant these businesses could provide each prospect with a service adapted to their needs. The scenario was a win-win for the client and the business.

We saw firsthand the success our customers had with interactive content. That encouraged us to stop building custom software and create a DIY builder. Our decision was the beginning of Convert_.

Since our launch in 2018, thousands of marketers and business owners have used our software for interactive content marketing. Our tool has helped them create conversion-optimized content - generating 500,000+ leads.

Start your free trial today!