Having a great product or service is great, but it’s pretty much pointless if nobody knows about it, which means that marketing is just as important as the quality of our product, because that’s how you get the customers’ attention.

But what do you do once you have their attention? Well, the next logical step is to work on keeping it, because you want to persuade them to take action. You want them to engage.

And speaking of engagement, here are some numbers gathered by Content Marketing Institute in two amazing researches for B2B and B2C the past few years:

Business-to-Business Marketing

  • 47% of B2B marketers identified the production of engaging content as one of their biggest challenges by rating it as the third largest challenge back in 2014
  • 54% of them did the same in 2015, only this time they ranked it as their top challenge
  • In 2016, that number rose to a massive 60%

Consumer Marketing

  • 51% of B2C marketers rated engagement as their second biggest challenge in 2014
  • The number dropped by only 1 percent in 2015 (50%)
  • In 2016, the percentage grew to 56%, with engagement becoming the top challenge

Simply put, creating engaging content is a problem for more than half of the content marketers, and things aren’t looking up, because there is more and more competition every year.

Although it’s in their job description to create brilliant content, such as text, infographics, video, or podcasts, which will be read, viewed, or listened to, content marketers aren’t able to produce the user engagement they want, because that sort of content creates a passive experience for the reader, because it’s static. In order for engagement to take place, the content needs to become a two-way street.

It should come as no surprise that interactive content is in high demand. According to Buzzstream, the most popular content in 2013 on places like BuzzFeed and the New York Times have been quizzes.

Also, according to John Hammond, who is a content manager for Essayontime writing service, interactive content is all the rage nowadays:

We’ve been getting a lot of requests from our clients to create interactive content for them. On top of that, we rely on interactive content ourselves, not only to engage our potential customers, but also to find out more about our clients, their needs, and their habits, so that we can provide a better service for them.

Let’s check out some examples of the most popular interactive content:

  • Quizzes
  • Polls and surveys
  • Calculators (which allow you to calculate the cost of the service or a package you want to purchase)
  • Assessments (for example, personality or benchmarking tests)
  • Configurators (when putting together a new custom PC, for instance)
  • Interactive galleries and look books
  • Brackets (they resemble a tournament-like competition which encourages the user to stay engaged until the very end)
  • Interactive ebooks and whitepapers
  • Interactive infographics
  • Videos

Putting Together an Engaging Quiz

There are a lot of ingredients that go into creating a successful quiz. First, you need to consider the context and the channel where you will promote your quiz, which will also influence its content. Not only should it be relevant, but it should also have the right tone.

As far as topics are concerned, you can either go with something that is trendy and timely, or stick with ideas that are timeless and classic.

Perhaps the main reason why people like quizzes is to satisfy their curiosity, and that can only happen if they walk away from it having learned something new, or simply by having fun. And if they’ve enjoyed it, make it easier for them to share it with their friends.

Your quiz should always feature a question in its title, because that is how you invite viewers to find out more about your company or themselves, or to test their existing knowledge.

While your quiz should be based on questions, there is no reason why you shouldn’t include some interesting images, especially if they are relevant to the content of the quiz.

As far as your writing style is concerned, you are free to make it more fun and humorous, or even irreverent. But, make sure the quiz doesn’t go on for too long, and that it’s easy to complete.

The outcomes should not be too harsh or negative, but positive and enlightening. After all, you are creating interactive content not just to inspire your audience members to take action, but also to improve their user experience.

Mapping the Buyer’s Journey by Using Interactive Content

Customers in digital world are going through buyer’s journey most of the way before they give a sale their time. We are all about studying, researching, comparing options and prices.

Nowadays Marketing takes a Sales function: marketers must create content that educates and maintains relationships.

Interactive content should be produced to help buyers on their journey, as well as enhance overall experience. Main advantage of interactive content is its ability to invoke conversation.

While you create interactive content, think about buyers’ journey stages.

First Stage – Awareness

During this stage, potential buyers are curious and want to find out what else is out there. Your goal should be to get their attention and get your brand/service/product on their radar. The types of interactive content most suitable at this stage are:

  • Self-assessments
  • Polls and surveys
  • Knowledge tests
  • Interactive infographics
Second Stage – Evaluation

At this point, they are considering different options. Because you have gotten their attention during the first phase, you will be able to provide more information in case they need it and assist them in their evaluation. The sort of interactive content which works best in this case:

  • Benchmark assessments
  • Persona assessments
  • Interactive whitepapers
Third Stage – Decision Making

At this stage, buyers are focused on making the best decision, and getting the most for the money they’re going to pay. This is where you convince them that your product or service is a worthwhile investment, and help them overcome their reservations and fears. Best type of content at this stage:

  • Calculator
  • Galleries
  • Product pickers

Need More Help on Creating Interactive Content?

If you are still not sure where to start, you can take your existing content and break it down into key points which contain your main ideas, and then turn them into a quiz.

Make use of your buyer personas and map them to personality tests. Also, combine your knowledge of the prospect’s pain points and your research to create an interactive infographic or whitepaper.

You can repurpose your webinars and transform them into assessments, as well. Information about your products and your pricing plans can easily be turned into configurators and calculators, respectively.

Best Channels for Interactive Content

  • Your blog
  • Email
  • Paid media
  • Facebook and Twitter

Best Apps and Resources to Help You Create Interactive Content

  • SnapApp – A platform to create, publish, manage, and analyze interactive content, including video(via partnerships) Has individual and enterprise annual plans.
  • Interact – A platform to produce custom quizzes. Has monthly plans.
  • Ceros Digital – Digital platform that can help marketers add interactivity to static design along with design and production services.
  • Playbuzz  – Free platform that can help marketers create a wide variety of interactive content.
  • Riddle.com – First mobile platform to create quizzes, polls, lists, personality tests. Free and paid monthly plans.


Getting the people to pay attention to your brand and products is definitely a challenge, but the solution lies within interactive content.

Test the tips and resources we have shared in this article and create some interactive content of your own. Good luck!

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.

1 comment
  1. Nice article Brenda!
    Worth to read. The apps that you mentioned to create interactive content are great. Content marketing has become the new face of marketing. And the tools you mentioned is really going to help.
    Thanks for sharing.

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