Remember those “Choose Your Own Adventure” books? You were the one calling the shots, deciding whether to face the dragon or make a quick getaway. That’s the kind of in-control, interactivity today’s audience is looking for.

Blogs are great, no denying that. They work. But in this world of ever-decreasing attention spans, they’re starting to feel a bit like that dodgy kebab you regret the next morning. Fancy wading through a lengthy article about healthy eating, or would you rather breeze through a cheeky quiz that tells you which fruit is your perfect match?

Exactly.

Blogs used to be, and still are, amongst a marketer’s go-to. Folks like Mark Manson and Ryan Holiday have made a fortune for themselves through them. But the internet has evolved and so have its consumers.

What conventional blogs lack however is interactive content. And this is increasingly becoming important because there are two things at play here:

Focus is fleeting in today’s world: Microsoft reckons our attention spans are now shorter than a goldfish’s (about 8 seconds).

Need for co-creation: Audiences don’t want to be passive onlookers; they want to jump in and get their hands dirty.

The average user has become interested in more than just words. They want an experience too, which is why interactive content goes a long way.

Quizzes, polls and calculators are becoming must-have tools for engaging readers, who enjoy expressing themselves on interactive platforms. That’s why Buzzfeed quizzes, Spotify Wrapped, and TypeForm polls are so incredibly popular. Articles using headlines like “Which Pizza Topping Matches Your Personality?” pull in huge audiences.

Yes, it’s silly – but it’s  irresistibly silly.

Every year ‘Spotify Wrapped’ for example, offers users their personalized listening stats. This data is presented as a fun, interactive experience and keeps them engaged with the brand. Similarly, even social media platforms like Instagram and TikTok use interactive features like polls, stickers, and challenges.

Here’s a look at some of the most common ways of incorporating interactive content into your blogs:

• Quizzes:  Buzzfeed’s “What Kind of Potato Are You?” can be addictive. Quizzes don’t just entertain; they provide insights about the user, which can be a goldmine for information for businesses. Here are a few examples to get you thinking. 
• Polls: Instagram’s story polls are simple but highly engaging. Users love having their opinions heard, even if it’s just voting on “Pineapple on Pizza: Yes or No?” The interaction builds a sense of community.
• Calculators: Mortgage calculators, fitness trackers, or even “How Much Do You Spend on Coffee?” tools can be very popular. NerdWallet’s calculators are a perfect example.
• Interactive Infographics: Tools like Canva and Visme allow businesses to create clickable infographics that dive deeper into specific points when users interact with them. These are particularly useful for presenting data-heavy content in an engaging way.

If you think about it, there is good reason why these just work. 

• Engagement goes through the roof: Interactive content keeps users on your site longer. More time means more chances to build trust and convert visitors into customers.  
• Valuable Data: Every quiz answer, poll vote, or calculator input gives you a glimpse into your audience’s mind. This data can help you tailor future content or even create targeted ads.  
• Social sharing goes wild: People love bragging about their results, giving you free organic exposure.
• Learning that doesn’t feel like a chore: Complex topics become a bit more palatable with interactive elements. 

These benefits circle back to a key ingredient that businesses can use to maintain their target audience and gain trust. It’s…

Interactive content isn’t just about clicks; it’s about forging a real bond with your audience. You’ve got to make the audience feel something. The average blog does inform but an interactive story, compelling video, or an immersive infographic can really make a lasting impression. 

Look at Airbnb’s “Create Your Trip” feature. Users can personalise their travel experiences. This level of interaction builds a deeper connection between the brand and user. Workout routines in fitness apps like Strava are transformed into social experiences, encouraging consistent engagement.

Interactive content is not independent from SEO because search engines love engagement. Metrics like time-on-site and click-through rates can give your SEO rankings a welcome boost. Interactive content keeps users on your page longer, signaling to Google that your content is valuable. Tools like quizzes and calculators will often get shared more than traditional blogs too.

Tools like Typeform and Outgrow make it easy to create quizzes, surveys, and calculators, which can be embedded in your next blog post.

For example, if you’re writing about fitness tips, include a quick quiz: “What’s Your Workout Personality?” Or, if your post is about budgeting, add a calculator: “How Much Should You Be Saving Monthly?” These tools provide immediate value to readers while collecting insights for your business.

In a subtle way, you’re helping users understand themselves better, making you a reliable friend. To make this work, you’ll need to learn… 

Take a long, hard look at your current content. Analyse it to see what works. Would it be better if you added interactive elements? For instance:

• A blog about home improvement can include a “DIY Budget Estimator.”
• A post on digital marketing tips could feature a quick quiz: “What’s Your Digital Marketing Style?”
• Health and wellness blogs could embed habit trackers or diet planners.

The aim here is to enrich the user experience, while aligning your business objectives. But don’t throw the baby out with the bath water by ditching blogs completely.  Use engaging content within them.

Interactive content will also allow you to experiment with emerging technologies like augmented reality (AR) or virtual reality (VR). These tools can elevate your strategy further. Imagine a furniture store letting users virtually place products in their homes or a makeup brand offering AR try-ons.

Creating experiences is the priority. Be it quizzes, polls, calculators or other formats, the shift from static blogs to dynamic content is what will keep your audience engaged and coming back for more.

The brands that win tomorrow are the ones that create top-notch experiences today. So, ditch the dull stuff and embrace the interactive shenanigans. Your audience is waiting.

Want to create an interactive content strategy that’s absolutely brilliant? Fancy a chat about how to make your content pop? Give us a shout! We’re always up for a good natter and a cuppa.