Interactive Content Guide
A primer for marketing and sales
Learn about interactive sales and marketing content and how it creates engaging experiences for prospects.
What is interactive content?
As companies seek to stand out in an ever more competitive content landscape, they’re increasingly looking to interactive content. From quizzes to interactive infographics to clickable case studies, successful businesses are focused on providing compelling content experiences.
Web content providers led the way with interactive content. Sites like Buzzfeed showed the power of fun, interactive content like quizzes and self-assessment. But what started as consumer, entertainment-focused content was quickly adopted by B2C marketers. Then, providers began creating tools to make it easier to create interactive content. Now, even B2B marketers and salespeople have begun using interactive content.
Grabs the buyer’s attention
It’s hard to stand out in the crowd of content. Interactive content gets attention.
Users get a true experience as they touch or click on the screen, answer questions, and watch videos.
Puts them in control
These days, customers want to decide what information to consume. Interactive content lets them.
Same old, same old
Everyone is creating the same kind of infographics, white papers, and ebooks. How is yours different?
Scroll, and scroll some more
Whether its a slide deck or a PDF, users are stuck scrolling through pages and reading.
Static content–whether it’s a white paper or a video–provides a linear experience with no users control.
Evolution of content
News & Entertainment
Labor-intensive, manual coding
Integrated content creation systems
While interactive content is more common than it used to be, it still has not been widely adopted—providing an opportunity for forward-thinking marketing and sales departments.
Does interactive content perform better than static content?
The data is in and it shows that interactive content really does perform better than static content. From capturing customers’ attention to converting them, interactive content wins.
With 60% of marketers creating content every day and 72% producing significantly more content than they did a year ago, it’s getting harder to stand out. You don’t have much time to do so, either, as the human attention span has shrunk from 12 seconds on average to eight seconds1.
60% Marketers create content daily
72% produce more content this year vs last
91% of buyers seek interactive content
They remember 80% of information when interacting
Do users find interactive content preferable?
Interactive content stands out by virtue of being different. According to the Content Marketing Institute, 81% of specialists agree that interactive content is more effective in grabbing the audience’s attention than static content2. Buyers, themselves, report actively looking for more interactive content—a whopping 91% of them3.
So, it’s not surprising that businesses also report interactive content is better at differentiating the brand. It’s also better at education and retention. Studies show that people only remember 10% of what they hear and 20% of what they read—but they remember 80% of what they see and do4.
Seller and buyer surveys show that interactive content performs better
more page views
better conversion rates
than static content
of the time, it converts moderately or very well
What are examples of interactive content created for marketing and sales?
Interactive content comes in many forms depending on audience, purpose, and stage in the buyer’s journey. Here are some examples of interactive content.
Interactive web pages
It’s hard to keep people on your web page. You literally have only seconds to grab their attention enough to keep them from bouncing. Interactive pages are unusual and they include movement, which our visual system is designed to focus on. No wonder smart designers are adding interactivity.
ExamplesSeismic created a landing page highlighting the challenges of static content, using images that changed as the user scrolled.
Daesk sells a time management app. The Daesk website uses movement and embedded video for a more interactive experience.
Interactive ebooks, white papers, and case studies
Traditional content like ebooks, white papers, and case studies don’t have to be boring. This content is often further down the funnel—which only makes the payoff better for greater engagement. With new tools that make it easier to create rich content, businesses are increasingly creating this type of content.
ExamplesInstead of a static ebook, Seismic created a microapp ebook with clickable content, quizzes, and a pick your own adventure format.
Seismic’s training guide for field sales provides helpful information for selling online.
Infographics are one of the more widely-used types of interactive content. This top-of-funnel content is already visual. Creators are adding interactivity that allows viewers to click for a deeper dive, a different set of information, or an illustration of a concept.
ExamplesA filterable timeline of five tech companies’ acquisitions over the last fifteen years.
Visualization of the biggest data breaches with filters by sector, year, and more.
Quizzes, polls, and surveys
Quizzes can be fun and quizzes, polls, and surveys are some of the most enticing types of content. Maybe it’s just that people like talking about themselves and answering questions about themselves. When users give permission, the answers they give can help you provide more valuable, personalized content and information to them.
ExamplesBrightedge’s digital marketing quiz lets marketers test their knowledge.
The Creative Types quiz from Adobe lets users discover what type of creative they really are—while also highlighting the gorgeous effects you can create with Adobe products.
Similar to quizzes but more in-depth and revealing, assessments can be a valuable tool for users and content creators. Companies often provide a brief assessment result and a form to receive a more comprehensive report.
ExamplesWiderfunnel’s assessment asks a series of questions in a number of areas and provides a visualization of your organization’s experimentation maturity.
Secureworks asks a short set of questions in order to give you a cybersecurity risk score.
Similar to assessments, calculators generally ask the user to answer questions or provide data and then calculate a numerical result. ROI calculators are the most common type. Like assessments, companies often offer to send users a full results report.
ExamplesDocuSign’s ROI calculator is a single page on their website that displays results in real-time as you enter and change data.
Fluke Biomedical provides multiple ROI calculators for different devices, enabling users to enter detailed information about their facilities to get accurate calculations.