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Four Reasons Interactive Content Supercharges Your Lead Generation

by Ashley Taylor Anderson  |  
December 9, 2015

As marketers, we spend a lot of time optimizing our lead-generation programs. We A-B test our social media and email copy. We experiment with different landing page designs and messaging. We tweak our CTAs until they yield the highest possible conversion rates.

However, we often overlook an important aspect of lead generation in regards to optimization: the content that a lead receives in exchange for information. Sure, we research topics that will resonate with our audience, spend time writing great copy, and work with our design teams to make sure the end product looks great. But for many marketing teams, the lead-gen content creation process is on autopilot.

Forward-thinking marketing teams are starting to experiment with new content formats and ways of using that content to generate leads for their businesses. One of the most intriguing trends I've recently seen in the content marketing space is interactive content.

From well-established brands to rapidly growing startups, marketers are pushing themselves to tell stories in new ways with interactivity.

Consumers are starting to show a preference for interactive content over static content. Moreover, recent studies have shown that interactive content generates conversions more effectively than static content.

Let's explore four key reasons why interactive content is great for lead-generation programs.

1. Interactive content is unique

How many times do you download a PDF e-book or an infographic only to trash it a few days later without ever opening the document? If you're anything like me, this probably happens regularly.

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Ashley Taylor Anderson is director of Content at Ceros, a provider of interactive content marketing software.

LinkedIn: Ashley Taylor Anderson

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  • by Peter Altschuler Wed Dec 9, 2015 via web

    And some examples would be...? Judging from the ones on the Ceros site, there's a lot of animation but very little (if any) interactivity. In other words, there's nothing that I, as a content consumer, have to do to engage with the information and control what happens next... apart from clicking or scrolling -- the same action I'd take with a static presentation.

  • by Ashley Taylor Anderson Wed Dec 9, 2015 via web

    Hi Peter! Here are a few examples for you to play around with:

    This quiz incorporates animations and customized responses based on the viewer's answers:

    This ebook has a baseline narrative, but gives viewers the flexibility to drill deeper into a particular topic with on-screen prompts:

    This microsite provides a flexible way to explore content based on interest. Unlike a normal slide deck or web page, you can consume content in a non-linear fashion. It also includes videos and other rich content.

    While clicking and scrolling is common in other online content, these actions take on new significance within interactive pieces, providing a more flexible and personalized exploration of narrative and multimedia elements.

  • by Peter Altschuler Wed Dec 9, 2015 via web

    Thank you, Ashley. They all made me nervous, but I'm probably not in your demographic -- all my clients are B2B, and their prospects don't want to guess what's behind the curtains.

  • by Ashley Taylor Anderson Thu Dec 10, 2015 via web

    Makes sense, Peter. However, I've seen a lot of B2B companies using interactive to tell their stories in new and innovative ways.

    Certain industries like finance and healthcare are more about using animations and videos, audio, etc. to bring their content to life instead of hiding content "behind the curtain", as you put it. :) But there's a time and a place for both treatments depending on the nature of the piece, it's purpose in the sales cycle, and your prospects' preferences.

    The nice thing is that interactive content is flexible enough to accommodate a wide range of use cases. At Ceros, we use interactive for super top-of-funnel engagement content, meatier lead gen content, and mid-to-late stage sales enablement content. Depending on the goal of the piece, the design and setup varies widely, but the bottom line is that people are much more engaged with our content at every stage of the funnel because we're providing something besides static PDFs or slide decks.

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