Interactive content is nothing new but it’s growing in importance, especially in the world of B2B marketing. A 2015 study found that a staggering 91% of B2B buyers now prefer visual and interactive content to assets developed in traditional formats.

If you’re a B2B marketer keen to get ‘inter’ interactive content (sorry, couldn’t resist) here are the fundamentals you need to know before getting started.

What is it?

As the name suggests, any content asset that requires potential buyers to ‘interact’ falls under the category of interactive content, including:

Quizzes                        Games

Calculators                 Interactive videos

Assessments              Interactive infographics


Here are a few of our favourite examples:

Goldman Sachs – Millennials: Coming of Age (infographic)

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Information is Beautiful – World’s Biggest Data Breaches (infographic)

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Business In The Community – Second Chance {skip} (video)

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Do you need it?

No doubt your content pipeline is already crammed with articles, whitepapers, blogs and infographics. Here are four good reasons to find room (and budget) for new formats.

1. Spur actual engagement

Effective interactive assets grab the attention of potential buyers and pull them into a rewarding user experience.

Once they’re involved in manipulating visualisations, watching animations or answering questions prospects are more likely to absorb your messages, consume additional content and share personal data.

2. Cut though the chatter

With multiple brands and businesses fighting for attention in overflowing inboxes and on shifting newsfeeds, standing out from the crowd has never been more challenging, or important.

Interactive content is not only more likely to be remembered than traditional content, it’s also twice as likely to be shared.

3. Get personal

Interactive content can be entertaining and, dare we say it, fun. Games and quizzes in particular are perfect vehicles for exploring buyer needs and delivering more tongue-in-cheek copy (even if the jokes are industry related).

And as every marketer knows, if you can make potential buyers laugh or connect with them on a personal level, you’re half way to transforming them into a lead.

4. Deliver tangible results

The real measure of success for any marketing program or campaign is the leads and sales it generates.

In addition to spurring engagement and triggering conversations, interactive content is proven to deliver tangible results. A recent study found that interactive content generates twice as many conversions as its passive equivalent.

How do you create it?

Developing interactive content can seem like a daunting task. But there are a number of free tools available that can do most of the heavy lifting for you, from developing and delivering quizzes to augmenting videos. The Content Marketing Institute recently highlighted four that are worth investigating.

However, to create truly unique, groundbreaking content it’s likely you’ll need the help of web developers, copywriters and designers. This is where we come in. If you’re looking for content that involves prospects, rather than simply interesting them, please get in touch at

Content marketing, Blog, infographic, interactive content, video content

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