Interactive content has become an essential tool for both B2C and B2B marketing. In fact, Content Marketing Institute conducted a survey among marketers and discovered that 81% of them said interactive content is better at grabbing attention than static content. This shift towards interactive content is driven by the need for more engagement and a better user experience.
Some of the most effective types of interactive content that businesses can add to their marketing campaigns are the following:
1. Quizzes and Assessments
Quizzes and tests are an interactive, tailored experience that creates user engagement. This method is a great way to gain more insights about their pain points, and this helps businesses to know exactly how to tackle that.
In B2C marketing, brands often use quizzes to suggest products or services from user responses. In B2B, companies can use tests to help potential customers find areas of gap or lack in their business, which means more targeted lead generation.
Tip: The key to creating a great quiz is to make it very personalized for every individual. When businesses use the insights to tackle their pain points, they are able to give the right recommendations, which in turn will improve conversion rates.
2. Polls and Surveys
Surveys and polls are easy ways to collect useful information while engaging the audience. Polls are used in B2C businesses to determine customer needs, such as what product feature is most important to them.
Surveys for B2B are used to understand business trends or intelligence into how companies are addressing an issue.
Example: A B2B software firm could employ a survey asking for business pain points, offering an ad-sponsored report or consultation in return.
3. Interactive Infographics
Unlike static infographics, interactive ones allow the user to click on different areas or hover over data for additional information. Interactive infographics can be used to illustrate complex data or processes in B2C and B2B marketing.
In B2B, interactive infographics could provide case studies, while in B2C, they could demonstrate how a product works.
Here are some interactive infographic types with examples:
- Clickable timelines: B2B (project milestones, company history) & B2C (brand evolution, product launches)
- Data visualizations with filters: B2B (industry reports, market analysis) & B2C (product comparisons, user reviews)
- Interactive maps: B2B (location-based business data, global operations) & B2C (store locator, service coverage areas)
- Hover-over effects for additional information: B2B (service details, team profiles) & B2C (product features, benefits)
- Interactive charts and graphs: B2B (financial data, performance metrics) & B2C (consumer trends, ratings)
Tip: The key important thing for making users click on infographics is to add interactive features like clickable buttons or animations to retain users’ attention.
4. Interactive Videos
One of the most familiar interactive content types might be interactive videos. It allows individuals to decide in the video, such as what will happen next or to click to get more info on a product. In B2B, the videos may be used to demonstrate a software solution or guide a customer through your company process.
In B2C, they might be used to showcase a product’s features in an engaging, game-like manner.
Example: A fashion brand uses a video where audience participants are able to click to purchase products viewed in the video scene.
5. Calculators and Tools
Calculators and tools are best suited for companies in B2B and B2C marketing. They help consumers determine cost, benefit, or ROI.
A B2B SaaS company example would be a calculator that gives a saving estimate from using their tool, whereas that of a B2C company would be an estimator for personalized fitness goals or savings on a purchase.
For effectiveness, make it simple to use and combine it seamlessly with the design of your website so that the user has a seamless experience.
6. Interactive E-books or Whitepapers
E-books and interactive whitepapers move the traditional lead magnets to an interactive platform. They have clickables, embedded videos, and interactive graphics so that the readers become engaged.
B2B can be more in-depth as far as industry information is concerned, while B2C can provide tips, how-tos, or product guides with interactive components.
Best Interactive Content Examples
Here are some of the best interactive content examples that have successfully engaged audiences in both B2B and B2C marketing:
1. HubSpot’s Marketing Grader (B2B)
This free interactive content, also a tool, is one of the best types that evaluates a company’s marketing efforts and provides actionable insights. By entering basic details like website URL, businesses receive a personalized report that highlights strengths and weaknesses in their current strategy.
Why it works? This interactive content example is excellent for B2B companies as it helps businesses assess their performance in a competitive landscape.
Therefore, it offers immediate value and positions HubSpot as a thought leader, while also driving lead generation by requiring users to submit their contact details for a detailed report.
2. Spotify’s Playlist Quiz (B2C)
This quiz lets users answer fun questions that result in a personalized playlist based on their mood or preferences. This type of interactive content has been very popular in engaging users and encouraging them to explore new music.
Why does it work? This is an excellent example of creating an emotional connection with Spotify users. By personalizing the experience, Spotify enhances user engagement and builds stronger customer loyalty, encouraging users to spend more time on the platform and share their results.
3. Sephora’s Virtual Artist (B2C)
This is an augmented reality (AR) tool that lets users try on makeup virtually. Customers can use their device’s camera to see how different products look on their skin tone before making a purchase.
Why does it work? This interactive content enhances the B2C shopping experience by allowing users to try products without physically applying them.
It creates a more personalized and engaging experience, helping to boost confidence in purchase decisions, reduce returns, and improve overall satisfaction.
Conclusion
Interactive content is a wonderful way to enhance engagement and form deeper relationships with both B2B and B2C users. If you’re working with quizzes, polls, or interactive videos, these types of content are giving amazing insights and forging deeper relationships with potential clients.
As you go about leveraging these tools, make sure you prioritize your audience’s needs in order to make the content work and give tangible outcomes.
Struggling to find content that generates leads better for your brand?
