Did you know that 70% of marketers plan to increase the amount of content they produce in the coming year? That means more higher quality content meant to attract, inform and engage audiences. Unfortunately, that means way more for you to compete against. So how do you penetrate the thick layer of content other marketers are producing?

The answer? Interactive content. But what is interactive content? As a do-it-yourself marketer, what can interactive content do for you and your brand, and which type of interactive content would work best for you? It’s almost as if our answer poses even more questions right after, but have no fear. We have the solutions to the many heads this hydra can produce.

Today, we’ll be looking at what interactive content is and how it can benefit your brand. We’ll even take a closer look at one of the most effective pieces of interactive content out there: the quiz. It won?t be enough to just tell you about the quiz, so we’ll show you how to create your own with a step-by-step guide.

So hold onto your hats, because it’s about to get real innovative in here.

What is Interactive Content, and Why Should You Use It?

Interactive content is essentially a better way to educate and engage your audience with an added sense of entertainment. Now you might be asking Isn’t interactive content the same thing as content marketing? Yes and no.

Content marketing involves the creation and sharing of content in the form of news, white papers, ebooks, videos, blog posts, how-to’s, case studies, etc. Interactive content takes content marketing a step further by providing nearly the same kind of content but on a more interactive level that engages audiences.

The term interactive content means just that: it allows your audience to interact with your content. Did you know that interactive content generates click rates of 50%, lead form completion of 80%, and social sharing rates of 20%? Those aren?t percentages you can easily ignore.

As marketers, we want to drive traffic to our brand, but at the same time, we want to retain our audience. Interactive content can pull this feat off if executed properly, and in the long run, pairing interactive content with effective distribution and marketing automation can prove to be an effective strategy in converting leads into paying customers.

What are the Types of Interactive Content Available?

There are various types of interactive content out there. They range from calculators, polls and surveys, infographics, contests and sweepstakes, and videos.

Let’s break down some of the more well-known pieces of interactive content:

  • Calculators – Calculators take user information and combines it with a set formula to generate numerical results. Common examples of a calculator measure ROI, cost, revenue and time savings.
  • Polls and Surveys – These opinion-based pieces are ideal for simple engagement and collecting feedback. There’s no right or wrong answer, so they’re meant for gathering audience insight. These include opinion polls, product surveys and voting polls.
  • Infographs – Infographs are smart way of taking boring graphs and compelling data and turning them into a dialogue. It allows you to make the most out of both text and images, making the processing of content easier for your audience to gather valuable data.
  • Contests and Sweepstakes – Contests and sweepstakes are simple in nature. This type of interactive content brings out the competitive side of audiences, spurring them to participate in a chance to win something. Examples include video or photo contests closely tied to social media, sweepstakes entries, and audience-generated caption/texts contents.

The Quiz: King of Interactive Content, and How to Create Your Own

If you thought we forgot to mention quizzes among the other types of interactive content, you’re wrong. We saved the best for last. As one of the most underrated, yet most effective pieces of interactive content that you could use, the quiz deserved a section of its own.

The quiz as interactive content is one of the most effective types of content available to marketers today. There’s so much you could tie into a quiz, it would take more than this article alone to explain it. Quizzes are heavily tuned to drive audience engagement that results in an increase in traffic and lead generation when paired with a capture form.

As an actionable takeaway, we’re going to show you how to create your own quiz by breaking down the entire creation process in a step-by-step guide.

Having helped over 10,000 brands create more than 25,000 quizzes at Interact, we’ve come up with the perfect guide to give you a head start on using one of the most efficient pieces of interactive content available. Follow these guidelines and you’ll be on your way to sprucing up your brand’s arsenal of interactive content.
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Come Up with a Concept, Then Pick Your Quiz Type

Every popular quiz starts off with an idea. You can base yours off of your brand, its products, or one of today’s trending topics. Once you’ve got the basic concept for your quiz, come up with a title for it.

When you’ve got your title and the concept for your quiz down, it’s time to take a look at the types of quizzes available to us. Here are two of the most basic forms of a quiz can take:


  • The Personality Quiz – This type of quiz works so well because of the ?self-serving bias? in where we like to hear good things about ourselves. The personality quiz compliments the audience with a personality based on the answers they give during the quiz. If you wanted to use this kind of quiz for your marketing strategy, you could categorize individuals into personalities with personalized product recommendations based on each one.


  • The Knowledge Test – This type of quiz is one of the other popular variations you’ll come across on social media. The knowledge test gauges its audience based on what they know on a subject and gives results based on accuracy. It’s a challenging way to have fun with someone’s knowledge. You could use this in your marketing strategy by asking your audience how much they know about your brand, its products or maybe a more popular topic.

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Create Questions For Your Quiz

Now that the exoskeleton to your quiz has been created, it’s time to fill it up with some questions. As a piece of interactive content, this is where the quiz shines. It acts as a one-on-one medium for communication between you and your audience with a huge emphasis on engagement.

Here are some things to keep in mind when coming up with the questions for your quiz:

  • Infuse Your Personality into Your Quiz – Approach your audience as if you were talking to them at a bar. It’s okay to be impersonal; we’re giving you permission. We want your audience to be comfortable with you. This helps out later on when it’s time for them to opt-in.
  • Make Sure You Use Images – There’s nothing wrong with text-only questions, but it can get pretty mundane. Mix it up by throwing some pictures in there. Adding images keeps things fun and relevant, and it also makes the quiz feel more like a trivia game show.
  • Try to Keep Things Simple and Clean – People these days don’t have the longest attention span, so try to limit your questions between 6 to 10. This will make the quiz last between 2-3 minutes, which is just enough time for your audience.

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Gate Your Quiz with a Lead Capture Form

Your lead capture form is what will allow you to gather contact information from your audience so that you can follow up with them at a later date. This is crucial to any marketing strategy that wishes generate leads.

A lead capture form’s placement is important. Because we actually want our audience to see it, it’s a good idea to place the lead capture right before giving out results. This makes it so that your audience has to opt-in (or skip this step) before they get their results.

Here are some ways to optimize the opt-in rate of your lead capture:

  • Incentivize Your Lead Capture – These days, most people want something in return. Don’t be afraid to make a trade with your audience for their contact information. You could offer things like a free ebook, a weekly newsletter, or maybe even an entry to a free giveaway. Give your audience a reason to join your mailing list.
  • Be Honest About Your Marketing Strategy – Make sure you let your audience know that you’ll be contacting them after they opt-in. It’s not always clear to your audience that you’ll be getting in touch, so give them a friendly reminder. We don’t want your audience to mistake your email as spam now.
  • Only Ask for What’s Necessary – Remember to only ask your audience for information that you’ll be using. There’s no point in asking for a phone number if you aren?t going to call them.


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Create Results Worth Sharing

Your quiz is almost complete. All that’s left now are the results. You want to be sure that the results you give out to your audience are worth sharing, so here are a couple of pointers that will help you get the most out of them:

  • Be Positive and Honest – Positive emotions have been known to increase sharing, so create results that evoke positive emotions. Compliment your audience through their results, but by honest about them as well. You don’t want to tell your audience that they’re something they’re not.
  • Take Advantage of Image Usage – As effective as images can be in the questions, they’re just as effective in your results. Make sure the image you choose for your results are captivating enough to be shared, so that when they are, they’ll grab the attention of anyone that scrolls past it on social media networks.
  • Provide A Call-to-Action – Just because you’re audience is done with the quiz doesn’t mean that you’re done with your audience. Provide a call-to-action at the results screen. It can be anything from a link to your website to a link with personalized product recommendations based on an individuals personality. This lets your audience familiarize themselves with your brand, and it helps in the conversion process after you’ve gained your audience as leads

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And Back To You

And that’s it. Today, we broke down what interactive content was and the types of content that fell under that category. We even highlighted one of the most effective pieces of interactive content available by showing you how to create your own quiz. With a little more insight on interactive content and our little step-by-step guide, try and see how well quizzes will work out in your marketing strategy but throwing in a dash of interactive content.