What do you think of when I say ‘interactive content’? There’s a good chance you’re thinking of fun online quizzes or games. But what if I told you that interactive content goes far beyond that? And what if I also told you that interactive content was here to stay and make an impact in the vast majority of industries — everything from tech, to logistics, to travel, and more? Sure, you might be skeptical. But let me show you exactly why interactive content is here to stay.

Photo by Romeo A. on Unsplash

Beyond Static

Traditional content, while valuable, might fall short in terms of engagement. Static informative articles, scannable PDFs, and detail-heavy whitepapers are essential components of a content marketing strategy, but they leave room for something more engaging and dynamic – interactive content. Think quizzes, polls, calculators, and surveys that invite your audience to actively participate and get involved with the content before them.

Conversions

Interactive content isn’t just about fun and games; it’s about results. One of its most significant advantages is its ability to boost B2B conversion rates. By providing your audience with engaging and value-driven experiences, you can transform casual website visitors into leads, and eventually into loyal customers. The engagement that interactive content fosters plays a pivotal role in nurturing leads through the entirety of the sales funnel.

Data-Driven Insights

Here’s where the power of interactive content truly shines: data. As a marketer, I absolutely love when I’m actually able to track data (the dark funnel of marketing is NOT my jam!) And with interactive elements integrated into your B2B content, you gain access to valuable insights about your audience’s preferences and behaviors. This data, when leveraged effectively, empowers you to refine your B2B marketing strategy. You can tailor your content and messaging to align precisely with what your audience responds to, driving even more significant engagement and conversions.

Engagement and Shares

Interactive content is a conversation starter. It rejects the traditional monologue-type approach fostered by regular content, trading it for a dialogue between your company and your audience. It sparks discussions and encourages social sharing. When your audience actively engages with your content, they are more likely to share it with their peers. This amplifies your reach, extending your content’s influence beyond your initial audience.

As B2B marketing evolves, interactive content isn’t just another fleeting trend; it’s here to stay. It’s the key to standing out in a crowded digital marketplace and, more importantly, deeply engaging your audience. The content you’ve grown used to will still take up a sizable chunk of your content marketing strategy, but the importance of interactive content is still not to be underestimated.

Woman browsing design content on tablet with plants around her

Not sure if your current content marketing strategy is where it should be?

Take just 10 minutes to complete this content marketing maturity assessment. Valued at €199, it’s yours completely free! This assessment will provide a clear understanding of your content marketing strategy’s strengths & areas for improvement, allowing you to drive more impactful & effective marketing campaigns.