The Future of Content Marketing: Interactive Content

In the age of digital marketing, content is king. But with the increasing saturation of online content, it’s becoming harder for marketers to cut through the noise and engage their target audience. This is where interactive content comes in. In this article, we’ll explore what interactive content is, why it’s the future of content marketing, and how you can incorporate it into your marketing strategy.

Table of Contents

  1. What is interactive content?
  2. The benefits of interactive content
  3. Types of interactive content
    1. Quizzes
    2. Calculators
    3. Interactive Infographics
    4. Interactive eBooks
    5. Interactive Videos
    6. Webinars
    7. Interactive whitepapers
    8. Polls and surveys
  4. How to create interactive content
    1. Define your goals
    2. Identify your target audience
    3. Choose the right type of interactive content
    4. Design and develop your interactive content
    5. Test and optimize
  5. Examples of successful interactive content
  6. Interactive content in the future of content marketing
  7. Conclusion

What is interactive content?

Interactive content is any form of content that requires the user to actively engage with it, rather than passively consume it. This can include quizzes, calculators, interactive infographics, interactive eBooks, interactive videos, webinars, interactive whitepapers, polls, and surveys. Interactive content is designed to be more engaging and memorable than traditional static content.

The benefits of interactive content

There are several benefits to using interactive content in your marketing strategy:

  1. Increased engagement: Interactive content encourages users to actively engage with your brand, increasing the chances that they’ll remember your message.
  2. Personalization: Interactive content can be tailored to the user’s interests and needs, making it more relevant and valuable.
  3. Data collection: Interactive content can provide valuable data on user behavior and preferences, which can inform future marketing efforts.
  4. Viral potential: Interactive content is more likely to be shared on social media than static content, increasing your brand’s reach and visibility.

Types of interactive content

There are many types of interactive content that you can use in your marketing strategy. Here are some of the most popular:


Quizzes are a fun and interactive way to engage your audience and test their knowledge. You can use quizzes to educate your audience about your product or service, or to generate leads by collecting email addresses.


Calculators are a great way to provide value to your audience by helping them solve a problem or answer a question. For example, a mortgage calculator can help potential homebuyers estimate their monthly payments.

Interactive Infographics

Interactive infographics are a visually appealing way to present complex information. By allowing users to click on different elements, you can provide a more engaging and informative experience.

Interactive eBooks

Interactive eBooks allow users to interact with the content, such as by clicking on images or watching videos. This can make the reading experience more engaging and memorable.

Interactive Videos

Interactive videos allow users to make choices that affect the outcome of the video. This can be a fun and engaging way to tell a story or promote a product.


Webinars allow you to connect with your audience in real-time and provide valuable information. By using interactive features like polls and Q&A sessions, you can make the experience more engaging.

Interactive whitepapers

Interactive whitepapers allow users to interact with the content, such as by clicking on images or taking quizzes. This can make the reading experience more engaging and informative.

Polls and surveys


How to create interactive content

Creating interactive content requires a bit more planning and effort than creating static content, but the benefits are well worth it. Here are the steps to creating successful interactive content:

  1. Define your goals: What do you want to achieve with your interactive content? Are you looking to educate your audience, generate leads, or increase engagement? Defining your goals will help you choose the right type of interactive content and measure your success.
  2. Identify your target audience: Who is your target audience, and what are their interests and needs? Knowing your audience will help you create content that is relevant and valuable to them.
  3. Choose the right type of interactive content: Based on your goals and target audience, choose the type of interactive content that will be most effective. Consider factors like the complexity of the information, the level of interactivity required, and the resources needed to create it.
  4. Design and develop your interactive content: This is where the real work begins. Design your content to be visually appealing and easy to use. Develop the interactive features, such as quizzes or calculators, and ensure that they work smoothly.
  5. Test and optimize: Once your interactive content is complete, test it to ensure that it works as intended. Collect feedback from users and use analytics to measure its success. Use this information to optimize your content for better results.

Examples of successful interactive content

There are many examples of successful interactive content out there. Here are a few:

  • Hubspot’s “Marketing Grader” tool: This free tool allows users to evaluate their website’s marketing performance and provides customized recommendations for improvement.
  • Buzzfeed’s quizzes: Buzzfeed’s quizzes are a great example of how interactive content can be both entertaining and informative. They cover a wide range of topics, from pop culture to politics.
  • IBM’s “Outthink Hidden” interactive game: IBM’s interactive game challenges users to solve puzzles and tests their problem-solving skills. It’s a fun and engaging way to showcase the company’s expertise in technology and innovation.

Interactive content in the future of content marketing

As technology continues to advance, the possibilities for interactive content are endless. Virtual and augmented reality, artificial intelligence, and voice search are just a few of the trends that are shaping the future of interactive content.

Interactive content will continue to be a key component of successful content marketing strategies. By providing an engaging and memorable experience, interactive content can help brands stand out in a crowded online landscape.


Interactive content is the future of content marketing. By encouraging users to actively engage with your brand, interactive content can increase engagement, personalize the experience, and provide valuable data. With careful planning and execution, you can create successful interactive content that resonates with your target audience and achieves your marketing goals.