Interactive content delivers business benefits in addition to encouraging participation and engagement. Consider the following:
■The expansion of the typical website monologue into a true two-way dialogue can give you deeper insight between watching customers as they stroll through a store and having a conversation with them. The information and inputs that consumers provide when using interactive content lead to richer profiles, better lead scoring, and improved nurturing of prospects along the buyer’s journey.
■In a June 2014 study conducted by Demand Metric, respondents reported that interactive content (compared with passive content) increased content sharing (from 17% with passive to 38% with 3
■According to Demand Gen Report’s 2015 Content Preferences Survey, when respondents were asked, “How have your B2B content consumption habits changed over the past year,” 91% agreed that “I prefer more interactive/visual content that I can access on demand” (up from 88% the previous year).