Why and How to Use Interactive Content in Your Lead Generation Funnel

If you are stuck with conventional static content, you have to fight for customer attention. But, there is a shortcut to skyrocketing engagement and conversion—interactive content. 

So, read on to find everything you need to know about interactive content (definition, benefits, types, and more).

What Is Interactive Content?

Interactive content prompts your audience to participate instead of passively consuming information. Participation can be anything from a simple click of a button to answering multiple questions in a quiz. 

The goal is to make the experience more fun, engaging, memorable, and, of course, capable of lead generation. 

Why Do You Need Interactive Content?

Focus on personalization is the most significant shift the marketing world is seeing right now. 1 in 3 marketers spend half their marketing budget on personalization efforts—interactive content lets you take this personalization effort to a new level. 

Interactive content can help you improve engagement, reduce bounce rate, and boost dwell time on the page. Above all, it establishes a more meaningful connection with your target audience by giving them a super-personalized experience.

You can leverage interactive content for lead generation purposes by:

• Promoting your product front and center

• Proving your expertise

• Tying the solution to the user's specific challenges

• Helping leads make a choice

• Educating your audience

However, interactive content is generally associated with a content marketing funnel by engaging users in a more dynamic and participatory way. When used strategically, it can become your business's key lead-generation element. 

How Do You Create Interactive Content?

Here are the four steps to creating super-engaging interactive content for your brand: 

Build Compelling Content

Create interactive content that resonates well with your audience's needs, interests, and challenges. Focus on designing content that adds value, addresses specific pain points, and engages with users.

👉 Use pre-designed lead gen templates to create quizzes, surveys, forms and custom calculators to generate and qualify leads, and grow your email list:

Design an Interactive Experience

Use visual elements—vivid colors, captivating graphics, and compelling images—to garner your target audience’s attention. Emphasize designing an interactive experience that encourages participation and has a clear call to action at the end.

Promote Content Through Various Channels

Use all your marketing and sales channels (social media, website, email lists, and more) to put your interactive content in front of prospects. For even better traction, consider partnering with influencers and industry experts. 

With an AI-powered form builder involve.me, you can generate a unique embed code that can be shared with your partners and influencers:

Incorporate Social Sharing Features

If your users love engaging with interactive content—make them your ambassadors. Encourage users to share your interactive content with their groups by incorporating a social sharing button.

When using involve.me's templates, you can use these content elements:

6 Types of Must-Have Interactive Content for Your Lead Generation Funnel

There are dozens of interactive content types you can use for lead generation. Here are our six favorite ones that deliver the most promising results:

1. Quizzes

Who doesn't love quizzes? They are a gamified version of learning new and valuable lessons. This is an incredible interactive content idea for businesses that sell various products and services. On top of that, quizzes help collect valuable data you can use to take leads further down the funnel.

Here's an example of such a lead gen quiz:

You can build a quiz funnel to determine which products your potential customers want to buy (by narrowing down their needs and wants). Enhance engagement further by incorporating social proof, such as showcasing results from previous visitors.

Use these templates to create embeddable quizzes for your website:

2. Interactive Infographics and Images

Infographics and images break the text wall, making content more visually appealing, but they can be quite skimmable. Adding interactive elements to these infographics and images can help drastically increase your visitors' dwell time. 

For example, if you sell online courses with study materials, enrich your images, PDFs, maps, and charts with interactive elements. This way, you can encourage your users to explore your content in more depth while giving them a sense of agency as they choose the information that interests them.

3. E-books

Adding interactive elements (videos, images, graphics, animations, polls, and even quizzes) to your static e-books can transform them into lead-generation machines. 

For example, Salesforce turned their e-book engaging pages full of animations. After submitting their contact details, they allow users to download the interactive e-book in PDF format. 

Here's an example of a form you can embed into your website:

Grab this involve.me's template to automatically send a free ebook to new leads.

4. Webinars

Videos, especially live webinars, are taking over the internet, making it one of the most effective types of marketing—you, too, should use it in your marketing strategy.

So, record a webinar and ask the leads to submit their contact information to attend it. You can make the webinar more interactive by sharing questions or polls to encourage viewer participation. 

5. Contests

Contests and giveaways are another great way to pique leads' interests and encourage them to engage with your brands. For example, you can reward people who consistently share your content tag or even attend your live events (like webinars). 

The incentives can be anything from a 15-day free trial of your service, one free product, or even Starbucks or Amazon gift cards. 

👉 Check our full guide on how to design an exciting contest for your website from scratch.

6. Landing Pages

Landing pages have one objective: generate conversions. Adding interactivity to these pages can encourage visitors to share their information, making it easier to transform them into leads faster.

For example, check out Sunbasket's landing page, where they add incentives with visual and animated content that makes the experience more interesting and engaging. 

You can do the same by creating pop-ups without code.

👉 Check our full guide on how to easily create a pop-up from scratch.

Before You Go

Above, you've seen many interactive content ideas. Ultimately, it all boils down to your unique goals, budget, and ideal customers. No matter how incredible your interactive content is, if it's irrelevant to the right audience—you'll not generate leads.

Therefore, keep relevancy at the heart of your interactive content. Ask yourself:

• What do my customers need and value?

• How can I help them in their buying process and purchase decision?

• What pain point am I solving with the lead generation strategy?

And, when you finally start creating your interactive content, keep a close eye on their performance. A/B tests different content formats, and the leads will start flowing in soon enough.