Content marketing has really stormed the demand generation world over the past few years, and it doesn’t look to be slowing down anytime soon.

Fast fact: The average social media user sees roughly 285 content pieces per day. That’s a lot of content. And as a result, marketers need to always be searching for new advantages to stand out of the crowd.

Of course, there’s no one single approach for content success, as variety continues to be the right spice in marketing campaign lives. In fact, the most effective content marketers use an average of 15 tactics and channels, according to the CMI/MarketingProfs survey of B2B marketers.

One of those tactics that is really getting results is interactive content. Since interactive is still riding on the new wave of marketing tools, we’ve laid out 5 key ways it can really impact your marketing campaigns and generate amazing lead results.

1. Format Variety

As mentioned, content variety is all the rage these days. With technology continuing to broaden, buyers have developed different preferences for different formats. Some people want that data driven white paper, some want their data in a more visual infographic, some want it in a video they can watch.

The point is that content is not one size fits all, and unfortunately marketers don’t have endless resources for creating content.

By breaking down large pillar assets into various interactive formats like assessments, interactive white papers, infographics, polls, quizzes, galleries, and interactive videos you can greatly extend the asset’s life while also spreading different formats across your promotion channels.

2. Smarter Lead Forms

Once you’ve grabbed a customer’s attention with a good headline or subject line, you want them to stay connected with your content as long as possible. You also want them to fill out a lead form to gain contact information.

Lead forms that are too long or appear too early in the content are big drivers of bounce rates. By layering your content with assorted questions, both write-in and multiple choice, throughout the experience you get two birds with one stone.

You can keep your users more engaged and active in the content experience, but also spread out your lead form so it’s not all in your face at once.

Think of it as a networking event – normally you wouldn’t run up to each person and straight face “Give me your name, profession, and email. Here’s my card.” and scamper off. Ask for their name early on so you can use it throughout the content, then ask some work-based questions, then ask for an email, just like you might in real life.

3. Personal CTAs

We’ve all seen the standard “download now” and “read more” CTAs hundreds of times, and sometimes they are the language that makes the most sense, but using more personal CTAs can create far more interest.

Using CTAs like “Find out where you stand…” or “Which persona are you?” that link to assessments or quizzes promise an exchange of value for the user. They get to learn something at the end of the content that is more unique to them instead of just simply reading about a subject.

By incorporating your marketing automation with your interactive content, you can create even more personal CTAs that include things like names and role-specific language that appeal directly to your customer.

4. Snackable Content

In addition to having a great variety of formats, you’ve made your content into a much more snackable piece for today’s on-the-go public. Creating a 3-minute quiz that highlights some concentrated facts from a white paper chapter is just what a B2B buyer is looking for when they’re surfing social channels.

It’s difficult to stop everything and read a 20-page ebook in the middle of a work day, and that “to-read” pile often just gets bigger and bigger, then neglected.

By having a conversational element to the piece that feeds into your marketing automation, you can then segment and nurture leads differently depending on how they responded to the questions. Slam dunk.

5. Shareability

80% of the most shared articles of 2014 were quizzes, and sharing has only become easier in 2016.

There’s a reason Buzzfeed quizzes are so popular – people love to be the star of their own story, and as Emma Roller wrote in Slate, receive “instant affirmation that we share some part of ourselves with other people (or cities, or David Lynch characters, or Bill O’Reillys) that we admire.”

By creating quick and entertaining quizzes that link to further content, you give your campaigns a great chance to amplify as people share them among each other, no additional resources needed.


With 76% of marketers planning to create more content in 2016 than the previous year, getting your content to cut through the noise should be a big priority. Buyers are looking for answers.

By providing them with more personalized and interactive experiences that truly resonate with their preferences and needs, you can give your marketing campaigns that extra edge that turn prospects to leads, and leads to sales.

Interactive content continues to show amazing results with a 30% click rate, 80% completion rate, and 45% lead conversion rate.