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Interactive Content Marketing: The Future of Digital Marketing

Interactive Content Marketing The Future of Digital Marketing
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How interactive content marketing is shaping the future of business.

Why interactive content is leading the digital marketing revolution.

Interactive content marketing is more than just a trend – it’s becoming an important staple of marketing plans everywhere. More and more businesses are seeing the benefits of interactive content and are working to include more in their publication and distribution of marketing materials.

Why is interactive content such an important piece of marketing? Top interactive content is the kind of content that goes viral and creates a huge buzz for brands – plus interactive content offers a unique experience for users that traditional passive print or digital marketing doesn’t.

What is Interactive Content Marketing?

If you’ve ever taken an online poll, filled out a Buzzfeed quiz, or entered your personal information to gain access to a whitepaper or results from an online assessment, you’ve experienced interactive content marketing. It can easily be described as content that requires users to experience it actively instead of passively – reading an article or even watching a video is a passive marketing experience. People are consuming it, but they aren’t necessarily experiencing it and certainly not interacting with it.

There are several types of interactive content, including, polls, surveys, assessment, quizzes, trivia, and more – pretty much anything that requires user input is interactive.

Connection and Personalization

Creating custom experiences for customers that allow for your brand to connect with users is a key component to successful marketing, and this is one of the ways that interactive content marketing gives consumers more than a passive experience. Studies continue to show that more and more audiences, particularly millennial and younger generations, value experiences and personalization. If they’re going to spend their hard-earned money on a product or service, they want to make sure that it’s a good fit for them or will solve a problem in their life. Ultimately, interactive content marketing is just a better marketing experience for your customer and is more likely to create fans of your brand.

Data and Information

Interactive content tools, like quizzes and polls, have a higher engagement rate than other kinds of content. They also offer an opportunity for you to collect information about your customers – whether it’s gathering their name and email address to add to a leads database in exchange for access to assessment results or their preferences through a poll or quiz. With this kind of information, you can expand your lead generation pool, but you can also gather useful information about what kinds of content your customers want to see and even what kind of products they’re interested in. This will help you continue to refine both your brand’s marketing and product development. This kind of data – where a customer willingly offers their preferences and other useful information – is another thing that sets interactive marketing up as a necessary step in your overall marketing.

Interactive content marketing helps your brand be engaging and relevant. Whether you’re offering professional assessments or fun quizzes, interactive content marketing offers your users another way to consume your messaging and stands apart from another static article. Has your brand tried any kind of interactive content marketing? Have you seen results?


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Marianne Chrisos
Marianne Chrisos
Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer as a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

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