How Your Company Can Use Interactive Content for Lead Generation

How Your Company Can Use Interactive Content for Lead Generation

If you’re not the least bit tempted to take that online quiz that tells you whether you’re an introvert, extrovert, or extroverted introvert, I don’t believe you. Look at the number of times quizzes are shared on Facebook, and you’ll be convinced that interactive content is a creative and effective way to attract your target audience.

Not only is interactive content a creative way to engage with your audience, but it can also be a differentiating factor that sets you apart from your competition. It’s better at educating buyers and is shared more frequently than passive content. A recent Demand Metric and Ion Interactive study revealed:

  • 84% of respondents rate interactive content as effective in differentiating from competitors
  • 58% of respondents rate passive content as effective in differentiating from competitors
  • 90% consider interactive content effective at educating buyers
  • 65% consider passive content effective at educating buyers
  • 63% consider interactive content as frequently or very frequently shared
  • 32% consider passive content as frequently or very frequently shared

What’s the difference between passive and interactive content? Passive content stimulates little or no engagement (e.g., static white papers, downloadable eBooks, and blog posts). Interactive content requires engagement (e.g., quizzes, contests, calculators, and interactive white papers).

Revenue Growth Companies Use Interactive Content

The study goes deeper to reveal trends among revenue growth and revenue stagnant companies. Those that report revenue growth are also more likely to report that their content does a good job of educating buyers, differentiating from competitors, and producing content that is frequently or very frequently shared. Revenue growth companies are also more likely to report that their content is interactive and engaging.

Another interesting trend among revenue growth companies is that they tend to have buyers reveal themselves early in the buyer’s journey. Companies that are using interactive content report that this type of content allows them to learn more about their buyers in the early stages, when they are becoming aware of their needs and discovering solutions, and when they are considering options.

With the evidence pointing to the effectiveness of engaging, interactive content early in the buyer’s journey, the point at which companies are making the first point of contact with buyers, building a relationship with them, and asking them to opt-in to their content, it is clear that businesses need a way to create interactive content. Let’s look at four types of interactive content and how they can be used effectively to drive visitors to your website and convert them into leads.

How to Use Interactive Content for Lead Generation


Aiming for high-converting email opt-ins that are shared more frequently? Use a quiz funnel. Hands down, it’s the winner in the opt-in game. On their blog, quiz creation tool Interact explains why people take quizzes. They appeal to our desire to know ourselves better or to confirm what we already know about ourselves. Quizzes solve the buyers’ problems. It could be a problem as frivolous as wondering, “Who is my celebrity style crush?” Or, as focused as “What size house do I need for my family?” People love to share their results and show them to their friends and followers to get them to play along.

A few guidelines to follow when using quizzes:

  • Make them relevant to the product or service you are selling
  • Give them a creative, engaging title
  • Keep them short
  • Make it easy for people to play along
  • Ask for the email address then send their results
  • Add value
  • If you’re making a graded quiz, make it easy to score well

Asking for their email address after, rather than before, they have taken the quiz increases the likelihood that people will participate. By the time they complete the quiz, they will be invested in knowing the results and will give you their email address. To add value, let your quiz participants know that they will receive something in addition to their results. It could be an eBook, checklist, or guide that’s educational and relevant to your product.

There are two main types of quizzes: outcome and graded. An outcome quiz gives a result that groups us with other people and gives a glimpse into ourselves, whereas a graded quiz gives a score. Make it easy to share results by adding social share buttons on the quiz results landing page. Buzzsumo reports that quizzes are shared an average of 1,900 times, with many viral quizzes earning millions of shares.

LeadQuizzes has published an extensive guide to publishing Facebook quizzes for lead generation. I suggest you check it out.

Tools for online quiz makers: Playbuzz, Qzzr, Interact,


Contests and giveaways are highly effective at generating targeted leads if they are done well. You don’t want to put a generic contest out that casts a net that’s too wide. The tricky thing about contests is they can often drive leads that are just looking for the prize and are not looking for your product or service. It’s crucial to relate the prize to your product.

Tips for creating contests:

  • Know your customers, their problems, and what they desire
  • Relate the prize to the product or service you offer
  • Make everyone a winner and give value to all leads
  • Make your contest easy to share

When you know your buyers’ problems, motivations, and desires, it’s easier to come up with a prize that will engage them to enter the contest. Offer a prize that is of high value, one that they desire but have yet to purchase because of either price or it being new to the marketplace. By making every entry a winner, you are adding value and furthering your relationship with the potential customer. This could be in the form of value-added content, a discount, or a coupon.

Tools for creating contests: Contest Domination, ShortStack, Gleam


Ever wonder “How much will (product) cost me?” or “If I use (product) how much will I save?” My guess is you have even taken to Google to search for the answer. So have your customers.

Create a calculator to answer those questions, and you’ll have an irresistible lead magnet. This type of lead generation tool is best for certain types of products and services. If your customers often ask about price or savings first, you have a product that could effectively use a calculator.

We love calculators because they provide instant gratification. They answer our questions immediately and efficiently. By providing transparency they also build trust.

Use calculators effectively with these strategies:

  • Include keywords in your calculator landing page title for optimal SEO
  • Make it clear what your calculator does and the benefit to the user
  • Include a strong call-to-action that appeals to the customer’s pain points and promises an answer to their question
  • Ask for an email address to send added value content but show results on the screen

Tools for creating calculators: LeadDoubler, Outgrow, SnapApp

Interactive White Papers

By personalizing content based on user input, an interactive white paper elevates static pdfs to documents that engage and create a connection with the user. Viewers participate while reading the white paper, answering questions, and watching animations. Interactive white papers allow your business to collect valuable insights about your audience. You can learn about a potential buyer’s current processes, preferences, demographics, growth, and more, resulting in enhanced lead scoring and nurturing.

Tips for effective interactive white papers:

  • Place interactive white papers in the middle or bottom of your sales funnel
  • Focus on addressing the viewer’s pain points and solving their problems
  • Layer interactive elements such as questions, animated explanations, and charts into your white paper

It’s important to note that an interactive white paper shouldn’t just be an online brochure. Focus on your buyer’s problems by including interactive elements that request information about their pain points. Then personalize the content around their needs.

Types of interactive white papers include eBooks, research reports, checklists, and how-to guides. Placing interactive white papers at the consideration and decision stages of the sales funnel provides potential customers with an opportunity to gather more in-depth information about your product while considering exactly how it will solve their problem.

Tools for creating interactive white papers: SnapApp, ion Interactive, Instant Magazine

With all the online tools available to create interactive content, it’s easier than ever to use quizzes, contests, calculators and interactive white papers throughout the buyer’s journey. The evidence points to their effectiveness in lead generation and educating buyers. If you’re looking for innovative ways to engage with your audience, try producing and sharing interactive content.

Step-by-Step How to Create a Free Quiz in Interact

Create an Interact account*, and then it will ask if this is your first time making a quiz. Select Yes.

Interact start screen

Then it will ask if you want to create a quiz from a template or from scratch. If you choose Template, you’ll see several industry options.

select industry for template

Now select the type of quiz.

select type of quiz

Choose a quiz template.

quiz template

Then you’ll be prompted to customize your quiz.

customize quiz

X out of this window and you’ll see the customization controls.

Customize the Cover page of your quiz by selecting the Quiz Title, Cover Image, Quiz Description and Start Button Text options.

Customize title

Select Styles to edit the colors and fonts.

Customize styles

Scroll down to the Questions section to customize your quiz questions.

Customize questions

Click the blue Set Correct Answer button to customize the correct answer.

set correct answers

Once you finish your questions, move to the Results section and customize each results page. Here you will set up the title, image, description and call to action button.

customize results

On the Call to Action button, you can customize the text and include the URL to a landing page which will include an opt-in form. In your description, entice people to click the action button with strong sales copy, such as Send My Marketing Guide or Send Me the eBook. Offer a free guide or eBook so that they will be more likely to click the button and opt in.

Note: Interact does offer upgraded paid accounts which will allow you to integrate your quiz with your email marketing software. They integrate with many email services such as ConvertKit, MailChimp, MailerLite, ActiveCampaign, HubSpot, Ontraport and more. Check out Interact’s pricing page for details*. If you choose to upgrade, you won’t need to direct your viewers to a landing page on your site; they can simply opt-in within your quiz.

If you click the blue Result Settings button, you can customize how your quiz-takers view their results.

customize result settings

Preview the quiz and take it to make sure it’s working properly. Once your quiz is ready, click Publish. By default, the quizzes created in the free version of Interact are made public. Then click Share and Embed to get your embed code. Set up a landing page on your website and embed the code.

Added steps you’ll want to take if you are using the quiz for lead generation is to create an opt-in form in your email service and create a landing page for the form. You’ll copy the URL of this landing page when customizing your Call to Action buttons on each quiz results page.

It’s super easy to create free quizzes using the templates in Interact. But, what if you want to create your quiz from scratch? Here’s how to do that.

On your Interact dashboard, click the Create New Quiz button. Then select From Scratch from the options.

For this example, we’ll create a Personality quiz.

personality quiz

If it’s your first time creating a quiz from scratch with Interact, a tutorial video series will pop up. The videos are very short, and it’s a good idea to watch them to see the flow of creating a quiz.

When creating a quiz from scratch, you’ll start with the Cover page. Add your title, image, and description, and customize the start button, hovering over each section to select it. Also, click Styles to customize the colors and fonts.

untitled quiz

When setting up the cover page, make it enticing. Draw the viewers in and make them want to take the quiz. Give it an intriguing title, a captivating image, and fun description. Here’s the cover page of a quiz we created for one of our clients.

jennys cover page

When you create a quiz from scratch, you’ll customize the results before the answers. Scroll down to Results and start adding each result, customizing the page with a heading, an image, and a description. Edit the call to action button to include engaging text and a URL to the results landing page where you will have an opt-in form embedded, as mentioned above in the instructions for creating a quiz from a template.

jennifer results page

After you have all of your results pages added, move down to the Questions section. Start adding questions and answers and customize each question page. In the example, we used a custom image for the question and text answers. You could also do the reverse, use text questions and image answers.

question 1

For each question, click the blue Edit Result Correlations button. On this screen select the correct result for each answer. You can see here why you want to set your results first, then your answers. You’ll need the answers to appear when you set up the result correlations.

results correlations

When you’ve finished creating the quiz, you’re ready to preview it, then publish and get your embed code.

Once your quiz goes live, and all of your email automation and landing pages are set up, be sure to go back into the Social Share Settings in your quiz and add a link to the landing page where your quiz is held so that it can be shared on social media. Also, add an image and a call-to-action message that will encourage people to share and participate in your quiz.

social share settings

Best Practices for Creating Lead Generation Quizzes

Quizzes are a fun, engaging way to generate leads. They’re highly shareable, and if you make them attractive to your ideal customer and tie them to a valuable free offer, they are an effective tactic to fill your sales funnel with leads. Here are a few best practices when creating quizzes:

  • Give the quiz an engaging title
  • Draw on popular culture and trends to make the quiz appeal to your ideal buyer
  • Keep the quiz short – about five to ten questions
  • Let your quiz takers know it’s a short quiz in the description
  • Offer something of value to entice people to opt in at the end of the quiz

Whether you’re looking for a quiz for social media platforms or a unique capture form, using a quiz builder is a great way to reach qualified leads for your products and services.

Need help creating a content strategy that connects with your audience? We’re here to help. Contact us for a consultation to see how we can put the power of the internet to work for your business.

*This article contains affiliate links. If you click the link and make a purchase, SMA Marketing earns a commission. We only affiliate with products and services we use and highly recommend. The commission helps us continue to provide valuable marketing content for our subscribers.

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