As inbound marketers, content plays an important role in attracting attention and building trust with prospects. Our content can come in many different formats, and the format we choose can speak volumes about the research and ideas within.
Interactive content has become increasingly more popular as brands try to cut through the noise and keep prospects' attention long enough to deliver a message.
The benefit being a higher likelihood of harnessing the audience's ever-decreasing attention span by publishing stories with interactive elements so they gain an active role in consuming information. By dazzling the audience with an unexpected experience, you can increase engagement, on-site dwell time, and social share rates.
In theory, any type of content can incorporate interactive elements. Interactive marketing requires ingenuity and innovation, and Hubspot found some of the ways interactive content currently shows up on the web.