Your audience is reading your content on a device that is capable of wonders. Whether they’re using a smartphone, tablet, or laptop, it can do much more than display text. What’s more, they’re connected to the internet, with limitless potential for communication and conversation.
In this context, interactive content makes a whole lot of sense. Why serve up nothing but plain text if, with just a little more effort, you can offer engaging experiences?
Interactive content might seem gimmicky, especially to B2B marketers. And I’ll be the first to admit: It is gimmicky. It’s absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. Interactivity isn’t a substitute for quality, just a supplement.