Interactive Content How to Use Quizzes Calculators and Interactive White Papers for Lead Generation

If you’re not the least bit tempted to take that quiz that tells you whether you’re an introvert, extrovert, or an extroverted introvert, I don’t believe you. Look at the number of times quizzes are shared on Facebook, and you’ll be convinced that interactive content is a creative and effective way to attract your target audience.

Not only is interactive content a creative way to engage with your audience, it can also be a differentiating factor that sets you apart from your competition. It’s better at educating buyers and is shared more frequently than passive content. A recent Demand Metric and Ion Interactive study revealed:

  • 84% of respondents rate interactive content as effective in differentiating from competitors
  • 58% of respondents rate passive content as effective in differentiating from competitors
  • 90% consider interactive content effective at educating buyers
  • 65% consider passive content effective at educating buyers
  • 63% consider interactive content as frequently or very frequently shared
  • 32% consider passive content as frequently or very frequently shared

What’s the difference between passive and interactive content? Passive content stimulates little or no engagement (e.g., static white papers, downloadable eBooks, and blog posts). Interactive content requires engagement (e.g., quizzes, contests, calculators, and interactive white papers).

Revenue Growth Companies Use Interactive Content

The study goes deeper to reveal trends among revenue growth and revenue stagnant companies. Those that report revenue growth are also more likely to report that their content does a good job of educating buyers, differentiating from competitors, and producing content that is frequently or very frequently shared. Revenue growth companies are also more likely to report that their content is interactive and engaging.

Another interesting trend among revenue growth companies is that they tend to have buyers reveal themselves early in the buyer’s journey. Companies that are using interactive content report that this type of content allows them to learn more about their buyers in the early stages, when they are becoming aware of their need and discovering solutions and when they are considering options.

With the evidence pointing to the effectiveness of engaging, interactive content early in the buyer’s journey, the point at which companies are making the first point of contact with buyers, building a relationship with them, and asking them to opt in to their content, it is clear that businesses need a way to create interactive content. Let’s look at four types of interactive content and how they can be used effectively to drive visitors to your website and convert them into leads.

How to Use Interactive Content for Lead Generation


Aiming for high-converting email opt-ins that are shared more frequently? Use a quiz. Hands down it’s the winner in the opt-in game. People love quizzes. They appeal to our desire to know ourselves better or to confirm what we already know about ourselves. Quizzes solve the buyers’ problems. It could be a problem as frivolous as wondering “Who is my celebrity style crush?” Or, as focused as “What size house do I need for my family?” People love to share their results and show them to their friends and followers to get them to play along.

A few guidelines to follow when using quizzes:

  • Make them relevant to the product or service you are selling
  • Give them a creative, engaging title
  • Keep them short
  • Make it easy for people to play along
  • Ask for the email address then send their results
  • Add value
  • If you’re making a graded quiz, make it easy to score well

Asking for their email address after, rather than before, they have taken the quiz increases the likelihood that people will participate. By the time they complete the quiz, they will be invested in knowing the results and will give you their email address. To add value, let your quiz participants know that they will receive something in addition to their results. It could be an eBook, checklist, or guide that’s educational and relevant to your product.

There are two main types of quizzes: outcome and graded. An outcome quiz gives a result that groups us with other people and gives a glimpse into our selves, whereas a graded quiz gives a score. Make it easy to share results by adding social share buttons on the quiz results landing page. Buzzsumo reports that quizzes are shared an average of 1,900 times, with many viral quizzes earning millions of shares.

Tools for building quizzes: Playbuzz, Qzzr, TryInteractive


Contests and giveaways are highly effective at generating targeted leads, if they are done well. You don’t want to put a generic contest out that casts a net that’s too wide. The tricky thing about contests is they can often drive leads that are just looking for the prize and are not looking for your product or service. It’s crucial to relate the prize to your product.

Tips for creating contests:

  • Know your customers, their problems, and what they desire
  • Relate the prize to the product or service you offer
  • Make everyone a winner and give value to all leads
  • Make your contest easy to share

When you know your buyers’ problems, motivations, and desires, it’s easier to come up with a prize that will engage them to enter the contest. Offer a prize that is of high value, one that they desire but have yet to purchase because of either price or it being new to the marketplace. By making every entry a winner, you are adding value and furthering your relationship with the potential customer. This could be in the form of value-added content, a discount, or a coupon.

Tools for creating contests: Contest Domination, ShortStack, Gleam


Ever wonder “How much will (product) cost me?” or “If I use (product) how much will I save?” My guess is you have even taken to Google to search for the answer. So have your customers.

Create a calculator to answer those questions, and you’ll have an irresistible lead magnet. This type of lead generation tool is best for certain types of products and services. If your customers often ask about price or savings first, you have a product that could effectively use a calculator.

We love calculators because they provide instant gratification. They answer our question immediately and efficiently. By providing transparency they also build trust. The SMA Marketing Inbound Revenue Calculator is a good example of this type of interactive content.

Use calculators effectively with these strategies:

  • Include keywords in your calculator landing page title for optimal SEO
  • Make it clear what your calculator does and the benefit to the user
  • Include a strong call-to-action that appeals to the customer’s pain points and promises an answer to their question
  • Ask for an email address to send added value content but show results on the screen

Tools for creating calculators: LeadDoubler, Outgrow, SnapApp

Interactive White Papers

By personalizing content based on user input, an interactive white paper elevates static pdfs to documents that engage and create a connection with the user. Viewers participate while reading the white paper, answering questions and watching animations. Interactive white papers allow your business to collect valuable insights about your audience. You can learn about a potential buyer’s current processes, preferences, demographics, growth and more, resulting in enhanced lead scoring and nurturing.

Tips for effective interactive white papers:

  • Place interactive white papers in the middle or bottom of your sales funnel
  • Focus on addressing the viewer’s pain points and solving their problems
  • Layer interactive elements such as questions, animated explanations, and charts into your white paper

It’s important to note that an interactive white paper shouldn’t just be an online brochure. Focus on your buyer’s problems by including interactive elements that request information about their pain points. Then personalize the content around their needs.

Types of interactive white papers include eBooks, research reports, checklists, and how-to guides. Placing interactive white papers at the consideration and decision stages of the sales funnel provides potential customers with an opportunity to gather more in-depth information about your product while considering exactly how it will solve their problem.

Tools for creating interactive white papers: SnapApp, ion Interactive, Instant Magazine

With all the online tools available to create interactive content, it’s easier than ever to use quizzes, contests, calculators and interactive white papers throughout the buyer’s journey. The evidence points to their effectiveness in lead generation and educating buyers. If you’re looking for innovative ways to engage with your audience, try producing and sharing interactive content.

Need help creating a content strategy that connects with your audience? We’re here to help. Contact us for a consultation to see how we can put the power of the internet to work for your business.