3 who often provide companies with personal information as they engage with it. Content Marketing Institute reiterates Interactive content this point in a recent article: “[With interactive content, organizations Interactive content refers to can] gain direct insights on their content that moves beyond interests, preferences, and behaviors, and learn personal identification data points, simply reading, watching, or which was never possible with passive listening, instead encouraging content techniques.” direct participation or action from target audiences – resulting in deeper, more meaningful brand Businesses would be wise to experiences. focus on getting more deeply connected and developing a Polls, quizzes, smart widgets, digital tools more interconnected such as ROI calculators – examples of interactive content are as wide-ranging as platform of interactive they are engaging and memorable. content experiences. “Interactive versus static content boils Robert Rose down to the difference between actively Chief Strategy Officer consuming information and passively The Content Advisory reading it,” according to American magazine “Inc.”. “[This] is why marketers put its effectiveness at 93% and static content's effectiveness at only 70%.” Our experts agree. Of those surveyed, 30% stressed the importance of interactive [This] is why marketers put its content in the coming year. But its creation effectiveness at 93% and static is not without challenge. As compared to content's effectiveness at only 70%. relatively simple, straightforward content such as blogs or white papers, interactive In addition to efficacy, interactive content requires a larger investment of content holds the potential to collect both money and time. It also requires valuable data from target audiences, specialized talent to create it. Page 5 State of Content Creation 2022