You’ve heard all about interactive content—how it’s fun, engaging, and drives serious results. But as a B2B marketer, you’re wondering if it’s the right fit for your audience.

After all, your audience is made up of stakeholders, HR experts, COOs, and the like, so it makes sense to question if this type of content is relevant for them.

Well, here’s the plan:

• We’ll show you the interactive content types that actually work in B2B.
• We’ll dive into why interactive content is crucial for your marketing strategy.
• We’ll walk you through how to seamlessly weave it into your existing campaigns.

Sound good?

Let’s get started!

What is B2B interactive content?

B2B interactive content is an immersive material that requires active engagement for the audience to experience it. 

In traditional content marketing, most of the content people see is static (think blog posts, videos, or infographics) and they consume it by either watching or reading. 

But with interactive content, the way the audience consumes content is way more engaging, as they have to interact by clicking, hovering, or scrolling sometimes. 

It’s like they’re on a digital exploration, building a connection with your brand as they go. 

In a 2022 report by Mediafly, brands that leveraged interactive content witnessed a 94% increase in content views compared to those using static content.  

It’s that captivating, and you alongside many B2B professionals probably interact with it daily without realizing it. 

For instance, remember the last survey you responded to on a site? Or the show/hide button attached to the ‘People also ask’ section on Google’s search engine? Those are examples of interactive content. 

Would you like to see more examples? We’ve compiled 10 of them in the next section.

10 different types of interactive content

Interactive experiences take different forms, from virtual reality to augmented reality, and even games. 

Here, we’ve listed popular formats that brands use, with examples:

Let’s talk about them in detail. 

1. Interactive infographics

You’ve seen and maybe even created infographics before, right?

The one with nice graphics with different colors and icons used to visually present data or information. 

Image source: Visme

Yeah, that one!

Interactive infographics are like that but with interactive elements to make it more fun and attractive to viewers. 

It helps you present detailed information to people in a way that static infographics can’t.

See this infographic for instance:

Looks like the traditional version at first glance but just a few seconds later, different background videos start to play automatically. As you scroll through this infographic, you’ll find a captivating vertical timeline featuring videos, quizzes, audio notes, and clickable hotspots.  

Users only have to click to access information, making them an active part of the experience. 

This way, they move from passive viewers to active participants and are hooked from start to finish.

2. Quizzes and assessments

Quizzes are another popular type of interactive content and an easy way to get started. 

It’s a multimedia format where users answer questions about anything. An example is the personality quiz or assessments about a movie you’d typically see on BuzzFeed. 

In the context of B2B, quizzes can help stakeholders make informed decisions as they respond to them and have fun while doing it. 

This interactive content format ensures they aren’t bored reading or viewing content and makes them participants by answering the quizzes. 

That’s what Tenable did with this quiz designed on Ceros.

It helped their clients see how they compared to their competitors, something most business owners always want to see. So it’s a mixture of business and curiosity.

3. Interactive ebooks, case studies, and white papers

This is a trio of powerful lead magnets for many businesses. Over 70% of B2B buyers leverage them when making purchase decisions. 

They’re typically used to show your expertise and authority on topics. You know, let people know you've got the solution to their problems. 

The interactive version is similar but with more fun and attractions like this short ebook by HubSpot and Ceros.

From the title, you’d expect to see a long PDF with text and sources in the footnote. 

However, they took the interactive approach, making the ebook look more appealing to viewers. Users have to click and interact with the content to unlock the secrets, which is a good way to build hype and sustain the audience’s retention and attention.

4. Calculators

Calculators are digital tools used in the interactive content space to help users understand the benefits of a product. 

They can use it to draw up potential ROI numbers or the cost of a product without sitting through a meeting or reading another PDF white paper. 

A good example of this type of content is this client acquisition cost calculator by Pax8:

With useful information like this, prospects can make quick decisions on whether or not they might use Pax8's solution.

And beyond helping users, it’s also a great lead magnet for your brand. You can use it to boost your email list and offer personalized services to existing and potential customers.

5. Interactive product demos

An interactive product demo is a gateway into a product that users can immerse themselves in. 

They get to experience all it has to offer firsthand, proving its value.

And guess what? It works!

Take for instance G2, the popular online review platform. They started adding interactive demos to product profiles and it got them better engagement than other media formats. 

With interactive product demos, users see what a product can do and get to experience it firsthand. And that has a way of influencing their decisions positively as they know up-front if it’s a good fit for them or not. 

See how Venminder, a risk management brand did theirs in this example.

Users could easily follow the on-screen instructions to explore the product, rather than watching a video of how the product works.

6. Webinars and live chat

If you’ve ever organized a live webinar where people asked questions, got feedback, and interacted with industry authorities in real time, then you’ve created interactive content. 

And this content format is great for several reasons: 

• Provides opportunities for brands and customers to connect and build digital relationships. 
• Helps solve users’ pain points. 
• Positions you as an authority in your field. 
• Helps generate new leads and grow your subscriber base.

Webinars are classified as interactive content because they involve participation between two parties. The organizers and the attendees, where they can, have a synchronous and asynchronous conversation while the meeting is on. 

7. Interactive videos

Interactive videos are a more immersive version of traditional videos. 

Here, viewers have to click, scroll, and get involved with the content to unlock or even enjoy the storyline. 

In a study by Spiel Creative, nearly 90% of marketers said they witnessed sales growth after adding interactive videos to their marketing strategy. 

86% of them said they’d create more interactive videos in the future. 

And the reason is because it’s super engaging. 

Take this video from Allianz Global Investors for instance, where the only way to continue watching the video is to respond to questions by clicking hotspots. 

Source: Kaltura

This sparks curiosity, making viewers want to see what comes next.

8. Gamification

Gamification is the process of adding gaming elements to your content to encourage participation. 

The idea is to get people to have fun while getting their pain points resolved. 

But that doesn’t mean adding a link to CoD or high-intensity games to your buyer’s journey. 

It simply means you organize competitions and provide rewards as people join in. Other times, you’re simply playing a low-intensity game like this one by The Climate Reality Project and The Brand Rap. 

It’s like you’re in an animated series where instead of passively watching, you define the outcome based on your choice. 

The creators of this experience used this to explain how difficult it can be to survive in a world affected by climate change. 

9. Interactive maps

Interactive maps allow users to visualize locations and routes engagingly. 

So instead of static maps with lines and street names, you have maps with images, clickable hotspots, and even videos. Giving users a more immersive experience. 

As a B2B brand, you can use interactive maps the way Travelzoo, a media commerce company did here:

It was a post about wow deal destinations for 2017 and as users hovered over the names of the locations, the pictures on the home page changed. 

As they click on the names, they’re taken to another map with hotspots. It’s just an interesting experience. 

10. Animated GIFs

GIFS are fun motion visuals used for entertaining and making your content relatable. 

It’s kinda like a fusion of images and videos. Using it in your marketing campaigns makes your brand more relatable. Users see GIFs and go…

So say a user is scrolling through a blog about cybersecurity challenges in the fintech industry where all they’re seeing are blocks of texts and occasional icons. 

That’s okay…boring, but okay. 

However, adding GIFs at different intervals makes readers feel more relaxed, entertained, and in a more comfortable space to click on your CTAs.

That’s what happened to Dell, the popular tech company when they added GIFs to their email marketing campaigns. 

Their click rates increased by 42%, conversion rates went up by 103%, and revenue got a 109% bump. 

***

Now, high-quality interactive content isn’t just another nice-to-have. In today’s competitive marketplace where companies are all vying for your audience’s attention, it’s a must-have. 

Here’s why…

Why is interactive content important for your B2B content marketing strategy?

Think of interactive content as your family’s favorite TV show. Everyone rushes down to watch it any time it comes up. They want to know what happens next and become loyal to the show. 

In business terms, interactive content is important because it helps you:

• Capture people’s attention. Over 80% of marketers who create this content type say it grabs their audience’s attention way better than static content. What’s more, 79% of them say it also enhances retention of brand message, creating repeat visitors. 
• Increase customer engagement. From the examples above, you can see that it’s the nature of interactive content to drive engagement. People are encouraged to take action to fully experience the content. That’s why statistics show interactive content gets 52.6% more engagement than static content.
• Smooth data collection. If you ever want to know what your target audience likes or is looking for, interactive content can help capture data as they interact with it. 

It typically has several touchpoints you can monitor for valuable insights using a tool like Ceros. If you want to capture leads, this content format is also great on that front. 

For instance, if you create a quiz, you can show partial answers and request their email addresses to send a detailed answer. You can do the same with webinars and even calculators. That’s probably why 77% of marketers say interactive content has reusable value.

In addition, interactive content just looks good and people love things like that. It tells them you’re a cool brand that puts a lot of thought into its reputation and is willing to go far to preserve it.

So, see why we said it’s a must-have?

Now that you’ve seen its value, how can you implement it into your marketing workflow?

That’s what the next section is about — detailed steps on how to use interactive content as an integral part of your marketing campaigns.

How to use interactive content in your B2B marketing campaigns

If you’re interested in introducing interactivity to your campaigns, here are steps to follow: 

Know your audience

First, you need to study who your audience is to understand what format would work for them. What topics can benefit from interactive content? 

To do that, you want to:

• Analyze your follower base on social media using the platform’s analytics tool. If you use LinkedIn, go to your Analytics & Tools. There, you’ll find insights into your audience. More specifically, it’ll show you follower insights and their demographics. This way, you know who your top fans are and what they like. You can do the same with Instagram or Twitter. 
• Leverage social listening tools, like Sprout Social, to monitor conversations about your brand and industry issues. Look beyond the post to everyone involved in the conversation. Note their demographics, jobs, gender, and other relevant information.
• Conduct surveys and interview existing customers. Ask them detailed questions that will help you know them better. Here are some questions you can ask: 

• Who are they? 
• What problem do they want to solve? Or pain points?
• How was the problem solved before your brand?
• Have they used other services in the past? If yes, what did that experience look like?
• How can you do better? 
• What do they need from you? 
• What content formats were used to solve their pain points?
• Have they engaged with interactive content before? 
• Are they open to interacting with content like that? 
• Which type would they prefer?  

In essence, understanding your audience helps you create interactive content that’s: 

• Personalized to meet their interests and pain points.
• Aligned with their behaviors, leading to a better user experience.
• Attention-grabbing and likely to drive them to take action.
• Produced in a format they’ll enjoy such as interactive videos or ebooks.

Determine your objectives

Next, you need to decide early on what you want to achieve. In traditional content marketing, you don’t publish content ‘just because…’ 

You create it because it can send organic traffic your way, help you generate leads, educate the audience, or encourage them to purchase. 

The same thing applies here. 

You and the team need to look at areas where your marketing campaign isn’t doing great, brainstorm, and set objectives that interactive content can help you achieve.

Our all-time advice when setting goals and objectives is to follow the S.M.A.R.T. framework.

That means ensuring the objective is:

• Specific, so it’s clear to everyone what you’re trying to achieve. 
• Measurable, to ensure you can monitor if you’re meeting said objectives. 
• Achievable, so you’re sure you can get results.
• Relevant to the brand’s mission and goals. 
• Time-bound to keep everyone on their toes till the objective is met. 

So for instance, your objectives can be to increase organic traffic by 78% within four months and double conversion rates in the second quarter. 

Choose the right software tools and platforms

You’re clear on what to do now. So, your next step is to prepare the tools needed to achieve your objectives.

Some of them include:

• Ceros, an interactive content creation platform designed to help anyone create interactive content regardless of their technical expertise. It features several templates of interactive content available so you only need to pick one, edit, and publish. 

You could also build from scratch within the Studio tool where you design the content and add interactive elements like show/hide, parallax scrolling, animations, and more. On Ceros, you can create most of the interactive content we shared earlier; quizzes, interactive infographics, interactive maps, etc. 

Ceros is best for: Creating, publishing, and monitoring the performance of interactive content.

• Vimeo is an AI-powered video platform for video-sharing and hosting that allows you to create interactive videos. Here, users upload a normal video to the platform and proceed to add interactive elements.

Best for: Hosting, creating, and embedding interactive videos.

• SlideShare is a platform that allows users to share their ideas through infographics, presentations, and even videos and host them there. It’s like YouTube but primarily for knowledge sharing. 

Best for: Sharing interactive presentations and infographics with others.

• SurveyMonkey is an online tool for creating surveys. It has several survey templates you can leverage to create new surveys and embed them on your site. 

Best for: Capturing people’s opinions and thoughts through surveys.

• Google Analytics is used for monitoring your marketing campaigns’ performance. It allows you to track organic traffic, the amount of time people spend on your site or app, actions they took, etc., and the demographic info of the people there, too. 

Best for: Collecting and analyzing campaign data.

• Drupal: Need a platform to store, organize, and publish your interactive content? Drupal is a tool that lets you do just that. It’s an open-source content management system (CMS) that allows brands to manage their digital content and modify the CMS to suit their needs.

Best for: Storing and managing all your digital content. 

Create engaging interactive content

You’ve laid the foundation already so now go right ahead and create interactive content. Using Ceros, of course. 

Undecided about where to start?

Here are some tips to assist as you begin:

• Start with existing content. If you have a blog post, video, or email newsletter that’s done well in the past, export it to Ceros and make it interactive. Do the same with product demos too. Those are good ways to start. 
• Use your audience research to understand how to help your audience solve problems they’re dealing with using interactive content. 
• Use gamification and loyalty programs to give your audience a feel about the switch you’re making. 
• Always use your audience research to personalize the content so it’s tailored to their preferences. 

Promote, measure, and optimize 

Finally, you want to promote interactive content across multiple channels so people will see it. 

That means:

• Running email campaigns if you don’t already. It’s a good way to let your inner sanctum know there’s a new sheriff in town. 
• Talking about it on podcasts. If you have a podcast channel, it’ll also be helpful to talk about it. An idea is to offer an incentive like a free interactive ebook so people can get curious about what else you offer. 
• Content syndication, where you collaborate with other platforms by publishing content there. It’ll help you reach more people outside of your current audience.
• Launching social media campaigns. Post snippets of content on social media to spark interest and include a call to action asking them to visit your website or whatever platform your content resides on. 

While that’s going on, you need to constantly monitor the performance of the campaign to ensure you’re on track with the objectives. 

Here are some questions you can ask:

• Are people engaging with the content? Ceros has an analytics feature to help you answer that. 😉
• What part of the content do they interact with the most? Again, Ceros can help with this as well as Hotjar’s Heatmap tool. 

To use Hotjar’s feature, you have to install a tracking code on different pages of your website. Then, from the Heatmap dashboard, view the heatmaps of your pages.  

It’ll show how users interact with your site, including where they click the most, where they scroll to, and more. 

• Has organic traffic improved at all? That’s Google Analytics’ forte. Here, you’ll need to add Google Analytics’s tracking code to your site and it’ll start collecting data on your web audience. And how do you find this report? Go to your dashboard and select Reports > Audience. There, you’ll see what traffic looks like.
• Do I have better brand awareness? Sprout Social’s listening tool and Google Alerts can help out.  

To use Google Alerts, visit the site, input your brand name or a keyword you’d like the software to monitor, and click Create alert. It’ll send email notifications for as long as you want. 

Sprout Social’s listening feature works in a similar way. First, you build a listening query around topics you want to track. Then, start monitoring topics using live data uncovered by the app. 

Now that you know you have to be very thorough when monitoring performance, let’s share some key metrics to track.

What metrics should you track in your B2B interactive content marketing strategy?

To monitor the performance of your interactive content, here are important metrics to put on your radar:

Engagement metrics

Engagement metrics are used to track the frequency with which users interact with the content. It’s one way to know whether or not they’re getting value from it. 

Engagement metrics include: 

• Time spent on a page. How long do users spend when interacting with the content? 
• Bounce rate. This shows the percentage of people who leave the site after interacting with one page.
• Number of likes, shares, and comments interactive content gets. 

To track these metrics, you can leverage tools like:

• Google Analytics for time spent on page and bounce rate.
• Social media analytics for the number of likes and shares.

User feedback metrics

This metric lets you know exactly how people feel about the interactive content. 

It includes: 

• User satisfaction scores (CSAT). Feedback from users describing their experience with the content. 
• Net promoter score (NPS). Measures a user’s desire to recommend the content to others. 

Hotjar, a behavior analytics platform, has tools to measure both metrics. You can use the CSAT survey and NPS survey respectively.

Conversion metrics

Conversion metrics monitor the number of users who took a desired action. Here are specific types of this metric that you can track:

• Lead generation. Number of leads interactive content generated through ebook downloads, quiz completions, or a form submission. 
• Number of qualified leads captured through interactive content.
• Click-through rate — the number of clicks the content got.  
• Conversion rates. Percentage of leads who completed an action after engaging with interactive content, like requesting a demo or downloading a report.

And how can you measure conversion metrics? You can use Google Analytics for this. 

ROI

Then, of course, your return on investment is another important metric to track. It’s how you know if investing in interactive content is profitable.

Here, you want to monitor:

• Cost per lead — how much you spent to secure a single lead with interactive content. 
• Revenue generated, number of sales, and revenue motivated by interactive content. 

HubSpot, an all-in-one customer relationship management (CRM) tool can help you analyze ROI metrics.  

***

Alright, folks, it’s time to say farewell as you begin a new journey into the world of interactivity. 

But, just one more tip and you can be on your way. 

Over to you!

Let’s cut to the chase: 

We don’t want you struggling to build interactive content as your brand enters this new phase of its marketing journey. Especially when you’ve got us in your corner. 

With Ceros, you have everything you need to plan, create, publish, and analyze interactive content. We’re talking about tools to help you every step of the way. 

It’s okay if you want some time to think about it. 

But in the meantime, you should book a demo with Ceros.

Get to see how the platform works and then we take it up from there!