Interactive Content Marketing Done Right: 7 Best Examples
Create lively customer interactions that get you social media shares
8 April 2021 by Neal Taparia
That’s the jaw-dropping number of blog posts published per day, according to Wordometer. And the massive figure only captures sites that run on
WordPress. Also, it doesn’t cover dozens of other content types such as webinars, videos,
audios, white papers, ebooks, and more. To stand out in this deluge of content, you must do
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There’s no better way to grab attention fast and engage users than through smart interactive content.
In this article, I will show you the best examples of interactive content marketing done
right by savvy brands.
Before we get into the core, let's first define interactive content and its benefits.
What Is Interactive Content?
Interactive content is any type of content that prompts users to take part when they consume
Unlike static content people consume passively, for users to get maximum value from
interactive content, they must actively engage with it.
Examples of interactive content include:
6 Benefits Of Interactive Content
Is interactive content marketing all hype but no substance?
That’s a valid question that demands an honest answer. Interactive content is trending
because it's impactful.
Here are six reasons you should incorporate interactive content in your content marketing
strategy sooner rather than later.
Boosts engagement rates
users can be a tough task. Not so if you use interactive content. With interactive
content, users aren’t passive onlookers. They take charge of their content consumption
experience and determine what they consume or even how they consume it. In a survey by the
Content Marketing Institute, 66% of marketers said they use interactive content because it hikes
Increases dwell time
Users spend more time on sites that have interactive content. The reason? It’s more
enchanting than non-interactive content. When search engines see website visitors spend more
time on your site, they deem the content valuable and bump up your site higher in the
People love sharing delightful experiences with their friends. The intrigue sparked by
give-and-take content causes users to pass it on to people in their circles. Plus, most
interactive content is rich in visuals, which adds another layer of viral element. Studies
reveal people share visual content 40x more than other types of content.
With everyone churning out standard content, if you produce interactive content you instantly
stand out from the crowd. People will deem your brand cool and a trendsetter. You will
attract more prospects and turn them into leads. Modern landing page builders
support dynamic content that makes your pages pop out and convert better than the static
pages everyone else is using.
When users interact with your content, they give you lots of information you can use to
improve your marketing campaigns. Since we live in a data-driven marketing context,
increasing your customer data pool is vital to your success.
Interactive content provides a richer educational experience than fixed content. A recent
report asserts 93% of marketers concur that interactive content educates their
buyers better than static content. That’s understandable. Because users interact with the
content, they learn more about themselves, their needs, or the product they are researching.
Now that you know what interactive marketing is and its advantages, let's explore 7 examples
of companies that do it right.
#1. Solitaired’s Game
Gamification marketing has grown dramatically since the term ‘gamification’ burst onto the
scene in 2010.
According to Statista, in 2016, the gamification market value was worth 4.91 billion US dollars. Today, in 2021, the value has multiplied
2.5x to nearly 12 billion.
Marketers have seen the marking value of incorporating games into their marketing campaigns
and they are cashing in. Because play is a deep part of human nature, games aren’t going
anywhere soon. Gamification will keep growing as seen by the proliferation of
gaming-friendly video platforms.
Solitaired, helps frazzled people go through the psychological challenges of the COVID-19
lockdown period and boost their brain power through our free, fun,
and engaging game.
Why this works
Variety: humans hate monotony and quickly disengage from boring tasks. But
they love variety and stay glued to tasks that offer it. People can play up to 500 versions
of Solitaire. That’s enough to keep them going for long periods without getting bored.
Difficulty Levels: games allow you to prove yourself as things get harder.
You can change the difficulty levels to any of the three levels. This accommodates everyone
from total newbies to the veteran players.
Responsive: you can consume the content on any device, be it a smartphone,
tablet, or desktop. Whether you prefer horizontal or vertical orientations when playing the
game, suit your fancy.
#2. Ketogenic’s Keto Calculator
Calculators are another powerful interactive content type.
They work wonders in industries that require complex calculations to help users discover their exact needs and
move forward in the buyer journey. The best part of calculators?
In the prospect’s mind, if you can help them identify and quantify their needs, surely you
are the perfect company to hire to meet them.
Ketogenic made a practical Keto calculator to help visitors determine their keto diet
Why this works
Personalized: their calculator tailors suggestions to your needs. From your
gender to body fat percentage, from work activity level to your exercise routine and weight
goal, they tailor every minute detail to your distinct situation. So they produce
Visual appeal: they made their tool eye-catching to make it easier for users
to grasp complex concepts and give answers faster. For body fat percentage, users don’t have
to do an elaborate calculation. All they do is pick the body type that resembles theirs from
the colorful visual, and let the tool work its magic.
Straightforward: calculating your optimal macronutrient requirements to
kick-start your keto diet can be tricky. But Ketogenic makes it a breeze. They boil
everything down to five simple steps so they don’t overwhelm users with a complicated tool.
#3. involve.me’s Interactive Quiz
A quiz is a fun and engaging way of interacting with users.
They allow you to package your expertise into delicious bite-sized content. Before your
audience realizes it, they get hooked on your actionable advice and regard you as an
Tailormade: users choose which skills they want to sharpen or evaluate. By
not using a blanket approach and giving users freedom of choice, they make the whole process
engrossing. You get immediate feedback in a branded personalized PDF report.
Detailed: because they used many loaded questions, they collected plenty of
useful data about their users. This makes their upcoming marketing campaigns address user
needs more accurately.
Self-revealing: people love knowing their strengths and weaknesses because
self-awareness helps them become better people both at a professional and personal level.
The assessments reveal your weaknesses so you fortify them and your strengths so you
capitalize on them.
#4. Information Is Beautiful’s Infographic
Infographics, a smart fusion of stunning visuals and text, dominate content marketing chatter for
90% of the information sent to the brain is visual.
People remember 65% of the info they see compared to 10% of what they hear.
Tweets with visuals get 150% more shares on social media than those that don’t.
Users like and share infographics more than any other type of content.
Image-heavy web content gets a whopping 650% more engagement than text-only content.
Information Is Beautiful offers a marvelous case study of how to use infographics in content
Why this works
Highlights: they give users a summary of the biggest data breaches and
hacks by naming the company involved and the number of data points they leaked. Users just
glance at the visual and easily identify the biggest culprits.
Interactive: to get more details about a company’s data breach, users simply
click on the circle and more information pops up. This is convenient. Scanners can just look
at the prime points without clicking anything while those who want to go deeper can click.
In-depth and fresh: the January 2021 date stamp shows they update the
infographic frequently. This is vital because data hacks keep happening so they must provide
relevant info. Also, their info is thorough and covers over 30,000 records going back to
#5. Ted Baker’s Shoppable Video
No doubt, video is a powerful, engaging content format.
Biteable reports that 94% of marketers who use video in their
marketing campaigns plan to continue in the future. Video works wonders at every stage of
You can use a fascinating vlog to turn prospects into leads at the top of the funnel.
Besides, you can make use of a step-by-step video to educate leads about your product or
service in the middle of the funnel. Finally, you can close more sales at the bottom of the
funnel through video sales letters.
Ted Baker is an excellent example of how to use video content right.
They used a shoppable video to get visitors shopping fast.
Why this works
Product in use: instead of just a regular display of the clothes on their own,
they showed their products in use. When shoppers see people wearing the clothes, they get hooked
more. They imagine themselves rocking the garb.
Clickable: by making the various clothing items clickable, they reduce the
number of steps it takes for customers to buy. Customers simply click the item they want and go
straight to the shopping cart. They close more sales by reducing friction.
Fascinating: Ted Baker makes shopping exciting. Instead of the standard product pages where
users browse products, choose an item, and then proceed to check out, people can shop from the video itself. Such a shopping experience is more
absorbing than regular shopping.
Business is all about solving your customers' problems.
The more convinced your customers are that you can solve their problems, the more they will
trust you and buy from you. That’s why creating a handy tool that fixes an actual problem
your audience struggles with is a powerful form of proof.
You underline your authority and expertise for all to see.
That’s exactly what Advanced Marketing Institute by creating a headline analyzer tool.
Why this works
Participatory:for users to see their headline results they must type in
their headline and click on ‘submit for analysis’. Only then will the tool spit back the
headline scrutiny results. Participation uplifts user engagement.
Simple: when creating a tool, it’s easy to go overboard as you try to
impress users. AMI didn’t make that mistake. Their tool is straightforward. Even your
dumbest relative can use it. 😀 Since the tool is easy to use, more people will try it out
and they will generate more leads.
Optimization: not only does the tool give you headline results, but they
also suggest how to improve it. They show how your headline performed compared to
professional copywriter standards, so you know how to polish it up. Apart from that, they
categorize your headline under one of three groups: intellectual, empathetic, and spiritual.
Without a constant flow of steady leads, a business slows down and eventually grinds to a
screeching halt. Lead generation is tough. No wonder 61% of marketers
say lead generation is their number one challenge.
Effective lead generation flies on two wings:
Marketing and sales are a numbers game. The more leads you generate and pump into your pipeline,
the more sales (and money) you make. Simple enough, right? But the reverse is true as well.
But lead quantity alone isn’t enough to grow your business. You must also ensure the quality of
the leads you attract is topnotch. Filling your pipeline with the wrong people lowers your
conversions while attracting the right leads hikes conversions.
Marketing Automation Insider found the right balance between lead quantity and quality in
their lead generation form
Why this works
Personalized: they use an engaging Q&A style to gather info about their
prospects. This makes filling the form an individualized experience for each of their website
visitors. Questions also increase the form completion rate because they are captivating than
Segmentation: the questions they ask about your business type, list size, and
the number of automation tools you use helps them collect valuable customer data. They can
better understand their prospects’ needs and segment them with pinpoint precision.
Progress bar: completing a form can be a drag. Marketing Automation Insider
did well to include a progress bar underneath their form. Users see how far they have progressed
in filling the form. This encourages them to go all the way to the end.
Best Interactive Content Marketing Examples: A Rich Well Of Inspiration
There you have it.
My curated list of the best interactive content marketing examples.
Admittedly, there is no perfect example, but there are a lot of useful nuggets you can glean
from these meaty case studies. Use these tips to benchmark your next interactive content
piece. Tweak, polish, and optimize your interactive content campaign for peak
You will see an immediate uptick in brand awareness, user engagement, and sales.
What are you waiting for?
Go forth and unleash the superpowers of interactive content marketing.
Neal Taparia is the co-founder of Imagine Easy Solutions, a portfolio of online educational
services that reached over 30 million students yearly. Neal sold the business to Chegg
(NYSE: CHGG), where he stayed there as an executive for three years. He's now pursuing a new
initiative, Solitaired, which ties
classical games with memory and attention training.
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