Interactive content has dethroned static content and is now the new undisputed champion of content marketing.

Interactive content gets more engagement, generates more leads, and drives more conversions than static content. The power of interactive content is beyond doubt.

Here are 11 valuable benefits to prove it.

1. Higher User Engagement

We’re constantly bombarded with content, information flying at us from all directions, like laser cannon blasts at the Battle of Yavin in Star Wars.

We’re getting emails, scrolling social media feeds, watching videos, sharing memes, skipping ads. Capturing and maintaining people’s attention is more challenging than ever.

This is where interactive content shines brighter in an already gleaming content galaxy.

Interactive content invites users to actively participate rather than passively consume. Their interaction changes the outcomes in content like:

• Surveys

• Quizzes

• Calculators

• Assessments

• Product Configurators

Offering your target audience dynamic experiences captivates attention and keeps your ideal customers immersed in your content.

One of the primary reasons interactive content is so powerful is its ability to boost user engagement. In fact…

Interactive content gets 52.6% more engagement than static content.

Unlike traditional static content, interactive elements prompt users to take action. The active participation makes the experience more enjoyable and memorable.

Your audience participates in the buyer’s journey - from clicking buttons to answering questions to manipulating virtual elements.

Ignoring interactive content is almost impossible because we’re hardwired for interaction.

Your ideal customers get immediate feedback, quenching their thirst for instant gratification. This feedback loop fuels continued engagement and potential customers spend more time interacting with your business.

As a result, you can forge deeper connections with your audience and achieve higher levels of engagement than ever before.

2. Increased Brand Awareness

Establishing a strong brand presence is central to success. You need to show how your business is different from the competition.

Interactive content can help you stand out in whatever zebra zeal your industry is in.

Have you ever heard of pattern interrupt?

This is a psychological trigger that snaps people from their typical habits. Similar to how the zebra with a pink mohawk above may have interrupted your scroll.

I’m in the copywriting industry.

Everyone is “captivating” this and “brand voicing” that, so it’s hard to stand out from competitors in my zebra zeal.

You likely have the same problem. So, you need something to help you stand out and get noticed, a way to interrupt the pattern, to pop your head up above a sea of competitors.

Why not use interactive content to stand out from your competition?

Say you’re in the building industry. You could let potential customers design a home from start to finish directly on your website with a configurator tool - like a tiny house builder company might.

When you do something different, it interrupts the pattern and increases your brand awareness.

Leave a lasting impression and make an impact with interactive content. It can be your unexpected pink mohawk that grabs people’s attention.

3. Personalized User Experience

Interactive content lets you deliver a personalized experience to customers and prospects. Versatile tools like calculators and quizzes help you tailor interactions to the unique preferences and interests of each user.

Static content offers a broader approach to audience experiences. Whereas interactive content allows you to dynamically adjust outcomes based on user interactions, preferences, and demographics.

Creating highly relevant and personalized information is possible with interactive content.  This resonates more with users compared to broader content.

You might use:

• Assessments to deliver customized recommendations relevant to your services

• Product configurators to showcase personalized product options

• Calculators to deliver personal results based on inputs

4. Data Collection and Insights

Data helps with informed decision-making and strategic marketing campaigns. Gathering information is a powerful feature of interactive content, allowing you to gain actionable insights.

Static content offers limited opportunities for data capture. You might add an opt-in form or a downloadable resource to gather user details.

The participatory nature of interactive content, on the other hand, encourages users to input their details in exchange for valuable results. For instance, you can prompt them to submit an email address to get instant results.

Tracking user responses in quizzes and surveys or interactions with interactive calculators is easy. You can address questions like:

• Did they complete their responses?

• If not, where did they exit the content?

Complete and partial submissions give you helpful feedback.

• Complete submissions offer precious insights into wants, needs, and desires.

• Partial ones tell you what to improve in your interactive content for better results.

Data and insights help you refine your marketing strategies moving forward.

5. Improved Learning Outcomes

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Interactive content helps you educate your audience about your business, with 93% of marketers rating it as effective for educating buyers.

You might find it hard to communicate the features and benefits of your products, especially if you’re in a complex industry like financial services. Including interactive content in your marketing materials is super helpful for potential customers.

For instance, you could let ideal customers use a financial calculator to showcase your products. Interacting with the tool and getting results helps them learn about the features and benefits, a win-win.

Interactive content is more immersive and helps people connect on a deeper level through participation. Describing the features and explaining the benefits would be less effective.

• Tell someone about your complex service - they forget.

• Visually show them how it works - they remember.

• Let them interact with a tool - they understand.

6. Adaptability and Versatility

Interactive content is flexible and multifaceted. Tools like calculators not only meet the evolving needs of audiences but also adapt to various platforms and formats with ease.

Embed interactive content in:

• Social media posts

• Email newsletters

• Landing pages

• Blog articles

• Online ads

• Websites

Interactive content caters to different audience segments, addresses diverse topics, and serves various marketing objectives. Use it throughout your content marketing across the:

1. Top of the funnel

2. Middle of the funnel

3. Bottom of the funnel

4. Post funnel

Repurposing and repackaging interactive content across channels and platforms lets you maximize its reach and impact.

For instance, using the same interactive test for landing pages and email campaigns is easy. Simply embed the tool where you need it.

7. Mobile-Friendly and Accessible

Are you reading this article on your mobile? There’s a 63% chance you are if you’re in America and found it through Google Search.

How do I know? Because 63% of Google searches occur on mobile in the U.S.

• Mobile devices account for most of the screen time globally, the average person spending 3hrs 46mins on their smartphones in 2023.

• That’s a massive amount of screen time, considering there are over 4.8 billion smartphone users worldwide.

The bottom line? You need to be pumping out mobile-friendly content. Luckily, interactive content tools like Convert_ are fully optimized for mobile.

Engage and connect with your ideal customers where they spend their most time. Mobile-friendly interactive content lets you deliver the best possible user experience.

8. Social Sharing and Virality

Interactive content like quizzes are super shareable on social media. The most shared quiz published between 2017-2022 got a total of 5.5 million social interactions.

That shows the power of quizzes for sparking engagement and driving virality across social platforms.

Chances are you won’t get that level of interaction. But that doesn’t mean people won’t share your interactive content. And who knows, you might go viral.

Each share is a new connection extending outwards, reaching more users and attracting new people. This increases brand awareness and grows your audience.

Virality without taking advantage of it is a missed opportunity, though. The lead-capture capabilities of interactive content means you can reap the rewards of high engagement.

Invite users to exchange contact details for results, and you’re golden.

9. Long-Term Value and Sustainability

Interactive content offers long-term value and sustainability. You might know this as evergreen content.

This type of content doesn’t become outdated over time. And your interactive content likely falls into this category - unless you’re Apple creating content for the latest iPhone.

Interactive content based on your products or services is unlikely to become irrelevant. The interactive experiences you deliver will continue to engage and connect with people long after the initial launch.

Why is that? Because new people will keep running into the problem you solve.

Create interactive content to:

• Address customer needs

• Identify pain points

• Offer solutions

This formula is timeless, so your content will remain evergreen.

Interactive content tends to have a longer shelf life than traditional static content. Because its dynamic and engaging nature encourages users to revisit and interact with it multiple times.

Also, a user’s circumstances can change. For instance, inputting new data into a sustainability calculator will give them a different result.

This ability to deliver different results based on inputs keeps interactive content fresh.

10. Better Customer Relationships

Building meaningful customer relationships is vital for fostering loyalty and advocacy, especially with so much industry competition. Interactive content can help you deepen connections and forge long-lasting relationships.

Surveys are an excellent way to create loyalty and turn customers into brand advocates. They show customers that you:

• Value their opinions

• Want to help them solve problems

• Will use their feedback to make improvements

A survey can establish a bond between you and your customers. You’re in this together, participating in the process and shaping outcomes.

This is much better than a traditional seller/consumer relationship. Which can feel impersonal or one-sided. Colder than a blast of Arctic wind.

Of course, two-way communication also gives you valuable customer feedback. Not only does it strengthen relationships, but it also offers you insights for product development.

Everyone’s a winner with interactive content.

11. Increased Lead Generation and Conversion

Lead generation and conversions are the fuel that launches business growth. Interactive content is the spark needed to ignite the gas and send you on your way.

These two statistics tell the story:

1. 75% of marketers agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing.

2. Interactive content generates 2x more conversions than static content.

The last stat is the big one.

What would your business look like if you doubled your conversion rate? I bet 100% more sales would go down like your favorite drink after a stressful day.

But why does interactive content drive lead generation and increase conversions?

The answer lies in the benefits already covered:

• Higher user engagement - An engaged audience is more likely to hand over their contact details, allowing you to guide them on the customer journey to conversion.

• Increased brand awareness - Bigger audience → higher engagement → more leads (if you play your cards right) → higher conversion potential.

• Personalized user experience - Relevant and personalized information resonates with your audience because it addresses their preferences and needs, driving leads and conversions.

• Data collection and insights - Analyzing data on engagement and conversions and gaining insights through customer feedback lets you double down on what’s working and discard what isn’t.

• Improved learning outcomes - Active learning helps prospects retain information about your business, like features and benefits, increasing your chances of securing leads and conversions.

• Adaptability and versatility - Use interactive content for all stages of the marketing funnel and across various platforms, covering all your bases for more leads and conversions.

• Mobile-friendly and accessible - Meets potential customers where they spend the most time to boost leads and conversions.

• Social sharing and virality - Reach more people and attract new prospects, ensuring targeted content captures more leads.

• Long-term value and sustainability - Evergreen content has long-term value, meaning it can attract leads and convert new customers for longer.

• Better customer relationships - Turn customers into loyal brand advocates who will buy from you again and filter new leads to your business (don’t underestimate word of mouth and glowing customer reviews).

Using interactive content effectively lets you cash in on more leads and higher conversions.

How Convert_ Helps You Create Interactive Content

Convert_ is a powerful no-code builder that helps you create and customize interactive content. You can build calculators, product configurators, quizzes, surveys, and tests to reap the benefits covered here.

Convert_ makes this straightforward and offers other advantages:

• Most powerful calculations on the market

• Unlimited users for any payment plan

• Embeds into any website

• Excellent integrations

• Highly customizable

• Easy to use

• Free plan

Our software does all the heavy lifting for you. Benefit from a user-friendly, drag-and-drop builder for creating powerful interactive content - without coding skills.

Getting started is easy. Sign up for a free forever plan, choose a template, and customize it to suit your needs.