Here’s my soapbox moment: if you’re not thinking about how to make your digital content more interactive, you’re putting your audience to sleep.
And I get it: farmers need more sleep. But this ain’t the way.
So, what is interactive content?
Out in the wild, it can take countless forms. Some of the most popular are:
- Infographics
- Case studies
- Landing pages
- Quizzes
- Presentations
- Product demos
- Games
- (To name a few.)
Here’s an old example from Corteva: https://view.ceros.com/corteva/yield-pyramid-2/p/1
Picture this: content that’s not just read but experienced.
Things like:
- A step-by-step guide
- A click-through case study
- A choose-your-own-adventure infographic
The common thread? Active participation.
We’re talking clicking, hovering, fully engaging in the experience you’re driving them toward.
But here’s the kicker: this kind of content isn’t just fun. It actually works.
Here’s a biggie from the Demand Gen Report: 91% of B2B buyers prefer interactive content over static content.
And while all of us marketers like the notion that buyers prefer it, we love the reality that it performs better.
Check out these stats from our pals at Mediafly:
- Views: Interactive content saw a 94% increase in views than traditional, static content.
- Engagement: Interactive content boasts 52.6% more engagement. Buyers spend an average of 8.5 minutes on static content but linger for 13 minutes on interactive content.
- Conversions: Interactive content generates 2x more conversions than passive content.
Great gamified interactive content experience from Zoetis: https://lbbonline.com/work/102459
And this all matters because B2B buyers (yes, even farmers and ranchers!) are doing more self-educating into the sales cycle.
They’re not just picking up the phone to chat with sales reps or submitting an online form immediately. No, they’re diving deep into the digital world, doing their homework long before they even think about talking to someone.
Gartner predicts that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels—and content marketing, specifically interactive content, can be a huge piece of the Swiss Army knife that supports those online interactions.
And in agriculture, interactive content might be even more important.
We stage crops by visual clues. We early diagnose livestock through visual symptoms. We value equipment by more than just hours of operation. Farming is visual. It’s hands-on. It’s tangible.
My personal take: this agriculture audience craves interaction. Rich, engaging content speaks their language.
These folks aren’t sitting at desks, scrolling through endless text-based emails. They’re hands-on in the fields or barns, fully engaged with the physical world around them.
A past LG Seeds interactive page: https://www.ceros.com/inspire/project/mix-matters-phase-ii
We should be actively dishing out content our audience can truly engage with. We want to serve up content experiences that kickstart their brains and nudge them to ponder challenges, opportunities, and potential solutions (with your brand shining in the mix, of course!).
So tell me: what interactive content in agriculture has caught your eye lately? Drop me a note—I’d love to see your examples and have a chat.
