Why use Interactive Content in Content Marketing?

Hands using a tablet showing an interactive welcome menu

22 March 2023

Reading time: 1 min

Summarise this article

In this article, discover why interactive content has become a driver of success in content marketing, what the figures say about its adoption, and how it compares with static content.

You don’t need us to tell you - the era of content marketing is changing! In every industry, brands create many kinds of content: blog article, brochure, white paper... all with the intention of attracting, acquiring and engaging a user.

The Content Marketing Institute report on B2B/B2C content shows that 88% of B2B marketers and 76% of B2C marketers uses content marketing. A quarter of the total marketing budget is devoted to content marketing.

According to the same report, 53% of marketing managers have already reported using interactive content and 75% have planned to increase usage in the coming year.

Interactivity requires an active commitment of the participant. This forces your potential prospects to participate, which involves them more with what you present, but also helps them better retain what you say and the message of your brand.

Interactive content helps to capture attention, educate buyers, generate leads and build customer loyalty.

Bar chart of the reasons B2B marketers use interactive content, led by educating the audience at 75% and engagement at 59%

Effectiveness of interactive content versus static content:

Four comparisons of interactive against static content: 70% vs 36%, 93% vs 70%, 88% vs 55% and 38% vs 17%


Interactive content engages the public.	Interactive content educates the buyer.	Interactive content differentiates you.	Interactive content is more shared.