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Creating content marketing is a little like playing party host. Instead of just talking at<\/em> your guests, the best content marketing engages in two-sided conversations, helps guests connect with each other, and maybe even invites them to play a game or two to keep things lively.<\/p>\n Interactive content can help you do just that. By interjecting quizzes, polls, and calculators into branded content, you\u2019re not just presenting static information \u2014 you\u2019re making it feel more real and relevant, prompting people to interact and connect with your brand on a deeper level.<\/p>\n Here are some ideas for how to boost engagement with interactive elements and turn your content into the life of the digital party.<\/p>\n Interactive content is now a must-have tool for marketers. According to Forbes<\/a>, the number of businesses incorporating interactive content into their marketing strategies doubled from 2023 to 2024.<\/p>\n So, what makes interactive content so compelling? For the reader, it turns static content into an engaging experience that\u2019s fun, informative, helpful, captivating, or delightfully personalized. It makes your content (and ultimately your brand) more relevant to their lives.<\/p>\n It\u2019s a win for the brand, too. Interactive content boosts engagement by inviting your audience to actively participate. It can give you valuable insights into your customers\u2019 preferences. It helps your brand stand out from the competition. Plus, it promotes brand loyalty by creating memorable, interactive moments.<\/p>\n And let\u2019s not forget about the SEO perks<\/a> of interactive content. It keeps readers glued to the page (after all, who wouldn\u2019t want to stick around for an interactive experience rather than just another wall of text?). This keeps bounce rates in check and increases the amount of time readers spend on the page, signaling to search engines that your content is both valuable and relevant. That bumps up your chances of scoring a top spot in search engine results pages (SERPs) and a surge of organic traffic.<\/p>\n The impact of your interactive content comes down to the tools you choose to use. Whether it\u2019s quizzes, polls, or calculators, the right format can turn static content into a dynamic experience for your audience.<\/p>\n Here\u2019s a look at some of the most popular types of interactive content and examples of ways brands use them.<\/p>\n Quizzes aren\u2019t just used to help you figure out which \u201cFriends\u201d character you are. They\u2019re also a powerful tool to make your content feel more personalized to your audience. By engaging readers with a fun, interactive quiz, you can offer tailored insights and product recommendations for them while gathering data about their preferences.<\/p>\n As an editor on the content marketing team at Greatist, I used quizzes to make our sponsored content more interesting and personalized for our readers. This quiz lets readers test their knowledge about Crohn\u2019s disease<\/a>. Reading about the symptoms and treatment options for a disease can be pretty dry, but turning that content into a quiz makes the experience more fun and rewards readers with a personalized assessment of how much they really know.<\/p>\n Another example is the U.S. Department of State\u2019s \u201cHow well do you know the U.S. Department of State?\u201d<\/a> quiz. It transforms what could be a mundane subject into something dynamic and memorable while educating readers about the department\u2019s work. Each answer also points readers to content with more information about the department\u2019s specific services.<\/p>\n Almost any brand can lean on a quiz to make their content more engaging. A fashion brand could use a \u201cStyle Personality\u201d quiz to help customers hone in on their ideal wardrobe (and collect data about the styles their customers are most interested in). A travel brand could use a quiz like \u201cWhat\u2019s Your Perfect Vacation Destination?\u201d to recommend personalized travel packages, like a pasta-filled trip to Italy for a foodie or an action-packed vacation to Iceland for an adventure lover.<\/p>\n The key is to create quizzes that resonate with your audience, align with your brand values, and turn interactions into personalized insights.<\/p>\n Polls, surveys, and assessments are like the Swiss Army knife of interactive content \u2014 they\u2019re multipurpose, efficient, and instantly gratifying. They give your audience the chance to weigh in on topics in real-time and have their voice heard. If the poll or survey displays results, readers can see how their opinions compare to others and feel part of a bigger community.<\/p>\n Plus, this type of interactive content works double-duty as a data-collection tool. It can help your brand forecast trends and offer clues on what kinds of content, services, and products resonate with your audience.<\/p>\n Taco Bell leveraged the power of the poll in its app in 2023, asking users which discontinued menu item should make a comeback. After nearly a million people<\/a> cast their votes, Taco Bell revived its Beefy Crunch Burrito for a brief period of time. The poll didn\u2019t just create hype (although there were lots of news stories about it) \u2014 it gave customers a say in the menu, strengthening brand loyalty in the process.<\/p>\n Calculators and tools are the ultimate power move for adding real, practical value to your content. They don\u2019t just inform \u2014 they equip your audience with info they can actually use. They also show readers they can turn to your brand for solutions.<\/p>\n Banks have been integrating calculators and tools into their content marketing for years, embedding them into blogs to help customers estimate the monthly cost of a mortgage or create a budget. But these interactive elements aren\u2019t just for the finance industry. Here are some other creative examples:<\/p>\n When these tools add value to readers\u2019 lives, one-time visits turn into repeat interactions with your brand.<\/p>\n Don\u2019t just create interactive content for the sake of content. It should always go back to serving your audience and making your brand an indispensable tool they keep coming back to. Here are some best practices to keep in mind as you play with polls, quizzes, and calculators:<\/p>\n Get interactive content right, and your brand will transform into a dynamic resource that engages your audience. It turns passive scrolling into active problem-solving, memorable moments, and deeper connections.<\/p>\n Track engagement metrics like time spent on the page, completion rates, and conversion rates. Use analytics tools to gauge how well the content is driving interaction and meeting your goals.<\/p>\n Regularly update your interactive content to keep it relevant and aligned with current trends or changes in your business. Aim for periodic reviews every few months or whenever there are significant updates to your products or services.<\/p>\n Absolutely. B2B brands can use interactive content like calculators or quizzes to demonstrate ROI, streamline decision-making processes, and capture valuable lead information.<\/a><\/p>\n Subscribe to <\/em>The Content Strategist<\/em><\/a> newsletter to learn more interactive content marketing strategies and tips.<\/em><\/p>\nWhy interactive content marketing works<\/h2>\n
How to boost engagement with interactive content<\/h2>\n
Quizzes and assessments for personalization<\/h3>\n
Polls and surveys for instant feedback and engagement<\/h3>\n
Calculators and tools to add practical value<\/h3>\n
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Best practices for creating interactive content<\/h2>\n
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Ask the Content Strategist: FAQs about interactive content marketing<\/h2>\n
How do I measure the success of my interactive content?<\/h3>\n
How often should I update my interactive content?<\/h3>\n
Can interactive content be effectively used for B2B marketing?<\/h3>\n