Have you ever been searching for a solution you need but are unsure which business can help?

Then, you come across a quiz on a business's website.

You answer a few questions. And boom! They offer a product with the perfect solution to your problem.

The next thing you know, you’re their newest customer.

Interactive content like that captures our attention and helps boost sales.

What is Interactive Content?

Interactive content is content that involves your active participation. You don’t just passively consume the content but actively engage with it.

Your active participation makes the content interactive instead of static. And the content changes based on your interaction - like in:

• Calculators

• Product configurators

• Quizzes

You don’t change static content like a movie - you just consume it. But you can change interactive content based on your input.

Think about the results of the GKI calculator below.

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Interactive Content = Modern Marketing

For centuries, we consumed static content like books and pamphlets.

Most marketing content you consume now is still static.

• Watching a video

• Reading an ad

You’re a passive participant with this type of content.

But interactive content gives you a different string in your marketing bow.

Your potential customers become active participants when consuming interactive content.

You give them an immersive experience with interactive content. They can input different values and get various results.

The active participation grabs our attention and leads to more engagement.

Clarity for more conversions

Communicating your offers clearly plays a huge role in converting customers. Confuse people with your offerings, and they won’t buy.

So where does interactive content fit into this?

To answer that, let me share a quote attributed to the Chinese Confucian philosopher, Xun Kuang:

“Tell me and I’ll forget. Show me and I may remember. Involve me and I’ll understand.”

Say you sell a complex financial product. You need to educate potential customers to remove confusion.

• Clearly communicate your offer

• Help people understand

• Lower buying friction

• Sell more

Now, say you create an interactive calculator to showcase the complex product. You invite people to actively participate and involve them in the process.

Interactive content is a more efficient way to help customers understand the value you offer.

What’s more effective?

1. Expecting prospects to read 1000 words to understand your product?

2. Engaging them for 2 mins on an interactive calculator?

I’m picking numero dos every time.

9 Reasons You Should Care About Interactive Content

1. Higher engagement

We're constantly flooded with content from all directions. This makes it harder than ever to capture attention.

Emails, videos, memes, and endless scrolling fill our days.

This is where interactive content stands out. It invites your users to engage rather than passively consume.

Whether through...

• Surveys

• Quizzes

• Calculators

• Product configurators

...these dynamic experiences hold attention and keep users involved.

Interactive content boosts engagement by prompting action. Make the experience more enjoyable and memorable with interactivity.

Users actively participate, receiving immediate feedback that encourages deeper exploration. This leads to stronger connections and higher engagement.

2. More brand awareness

A strong brand presence can be key to success. And interactive content can help you stand out in any industry.

Are you familiar with pattern interrupt?

It’s a psychological trigger that jolts people from their routines, like something unexpected you might see on social media.

Standing out in competitive industries is rough. You need something that gets you noticed and sets you apart from competitors.

Interactive content can be your pathway to pattern interrupt.

3. Personalized experience

Interactive content gives your customers a personalized experience. Tools like calculators and quizzes tailor interactions to individual preferences, giving users specialized results.

Unlike static content, interactive elements adjust based on user input and deliver highly relevant and engaging experiences. This approach resonates more with users than broad, one-size-fits-all content.

4. Customer insights

Data drives informed decision-making and strategic marketing. Interactive content helps you gather actionable insights into customer behavior.

While static content captures limited data, interactive content allows tracking of user inputs in quizzes, surveys, and tools like calculators. You can see if users completed responses or where they exited.

Both complete and partial submissions provide valuable feedback. Complete responses reveal user preferences, while partial ones highlight areas for improvement. These insights help refine future marketing strategies.

5. Improved learning

Interactive content is highly effective for educating consumers, especially in complex industries like financial services.

For example, a financial calculator can help potential customers understand your products by engaging directly with the tool. This interactive experience makes learning about features and benefits easier and more immersive than just explaining them.

Participation creates a deeper connection. It helps customers understand your offers and guides them to action.

6. Highly versatile

Interactive content is versatile. You can adapt it to various platforms and audience needs.

Embed interactive content in:

• Social media posts/ads

• Email newsletters

• Landing pages

• Blog articles

• Websites

It works across all stages of the marketing funnel, and you can repurpose it across channels.

For example, you might use the same interactive test in social media and email campaigns. Embed your calculator where needed, maximizing its reach and impact.

7. Social sharing

Quizzes are highly shareable and can perform well on social media platforms. This is great for spreading awareness and increasing brand recognition.

Each share reaches new users, growing your audience. Using lead-capture features helps you capitalize on this. Invite users to exchange contact details for results, turning high engagement into valuable leads.

8. Better customer relationships

Building strong customer relationships is vital for loyalty and advocacy. Interactive content helps deepen these connections.

Surveys, for example, show customers that you:

• Value their opinions

• Aim to solve their problems

• Will use their feedback to improve

This creates a collaborative bond, unlike the impersonal seller/consumer dynamic. Plus, two-way communication provides valuable feedback for product development, benefiting both you and your customers.

Interactive content makes everyone a winner.

9. More leads and sales

Interactive content is an effective way to gather leads.

Say you’re using a calculator on your social media posts to attract leads. Interested users can input personalized info into the calculator and get highly-specific results.

In return, you ask for their email address before they see the results. You have a new lead when they use your calculator.

And these leads are highly qualified. Because they’re already showing an interest in your offer.

Interactive content is a monster when it comes to selling. Using it can help you double sales compared to static content.

The personalized nature of interactive content drives higher conversion rates. It engages users and delivers a more relevant experience.

Tailoring the content experience to users' preferences and behaviors encourages them to take the desired actions.

Imagine doubling your sales. Would that make you care about interactive content?