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Back to
BasicsAn Introduction to

Interactive Content
What This Presentation
Answers
•Who is using Interactive Content?

•What is Interactive Content?

•Where should you use it?

•When should you start?

•Why should you use Interactive
Content?

•How to go from Static to
Interactive Content?
Who is using interactive

content?
Everyone.
What is Interactive
Content?
In its most simple form, interactive
content is content that is created with the
intention of capturing user attention and
encouraging them to take action.
What are the Most Popular

Interactive Content Types?
Assessments Calculators eBooks Interactive

Infographics
Interactive

White Papers
Lookbooks

& Tours
Resource

Library
Solution

Finders
Quizzes
Marketers find

“lighter content

experiences”

more effective.
Who is using interactive content

in their marketing today?
Interactive

content isn’t just

for the big guys
anymore.
46% indicated their
organization has used
interactive content as part of
its overall mix of content
marketing tactics.*
46%
* 2017 Content Marketing Institute’s Research Report
Reasons for Interactive Content Use

in Content Marketing
Engagement
Educating the Audience
Create Brand Awareness
Lead Generation/Top of Funnel
Conversion
Storytelling
Lead Nurture
Customer Retention/loyalty
Customer Retention
Sales Enablement
Other 4%
33%
33%
34%
37%
46%
50%
57%
58%
63%
66%
* 2017 Content Marketing Institute’s Research Report
79%
79% of content marketers
who are using interactive
content plan to increase
their use of it in the next

12 months.*
* 2017 Content Marketing Institute’s Research Report
GE Infographic
Symantec Calculator
Sears Quiz
Skyword Assessment
Dun & Bradstreet White Paper
Salesforce.com Interactive eBook
Where should you use interactive
content?
Early Stage of Buyer Journey
The Goal: Engagement & Awareness
What Can Work
Interactive Infographics
Quizzes
Interactive White Papers
Lookbooks
Resource Libraries
National Life 

Interactive Infographic
Dun & Bradstreet Quiz
Quiz Results
Middle Stage of Buyer Journey
The Goal: Education & Exchange

of Information
What Can Work
eBooks
Assessments
Calculators
Solution Finders
Configurators
CMI ASSESSMENT
RESULTS
Salesforce.com

Interactive eBook
Late Stage of Buyer Journey
The Goal: Ready to Buy/Act
What Can Work
Solution Planners
Calculators
Solution Finders
Configurators
University of New
England - Australia
Solution Finder Results
Symantec Calculator
Results
Top 4 Places Interactive Content is Used
LANDING PAGES SOCIAL MEDIA

PLATFORMS
MICROSITESBLOGS
60% 54% 54% 45%
How Can You Reimagine

Your Static Experience

as Interactive?
How Can You Reimagine

Your Static Experience

as Interactive?
•Look for key points, stats, or call-outs

•Find special design treatment 

•Take questions that are asked in the
copy and turn them into questions
Why should you create

interactive content?
82
FedEx uses embedded

interactive experiences to

make shipping easy and

increase revenue by 82%.
Increase
%
“The fact that the average
reader spent 12 minutes on the
microsite tells me that not only
is the site engaging, but also
people are spending time
going through the information.
The content is engaging
the reader.”
~ Alberto Hernandez,

Special Projects Marketing for BASF
“We don’t want to make
people wade through a
boring sales sheet.
These are fun
engagement tools that
allow us to drive more
people to our site.”
~ Steve Gándola, 

Direct-to-Consumer Market Manager, VSP
4X
Purchasing power
drove 4 times the
number of e-commerce
conversions.
Conversions
50X
An engaging quiz

drives 50 times more
participation.
Engagement
36Increase in 

Conversions
21Increase in 

Site Visits
%
%
When is the right time?
The benefits are 

big
and the time is

now.
87% agree that interactive
content grabs the attention
of the reader more
effectively than static
content.*
87%
* 2017 Content Marketing Institute’s Research Report
77% agree that
interactive content can
have reusable value,
resulting in repeat visitors
and multiple exposures.*
77%
* 2017 Content Marketing Institute’s Research Report
75% agree that non-
gated interactive content
can provide a “sample”
of the brand, resulting in
a higher degree of lead
nurturing.*
75%
* 2017 Content Marketing Institute’s Research Report
73% agree that

combining traditional
content marketing tactics
with interactive content
enhances retention of

my organization’s

message.*
73%
* 2017 Content Marketing Institute’s Research Report
* 2017 Content Marketing Institute’s Research Report
68% agree that
interactive content
provides valuable ways 

to repurpose my
organization’s

passive content.*
68%
3 years = 24% of

total marketing content
produced by the
business.*
* 2017 Content Marketing Institute’s Research Report
24%
More Experience = More Success
info@ioninteractive.com
twitter: @ioninteractive
Thank You

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Back to Basics — An Introduction to Interactive Content