Why Interactive Content May Be the Most Exciting Marketing Tactic of 2015

I’m looking forward to speaking at the Authority Rainmaker conference this May in Denver, Colorado.
As a longtime Copyblogger fan, it’s a great privilege, and I can’t wait to meet many of you. The title of my talk will be: How to Design Interactive Content — Moving Beyond Button Clicks and Form Fills.
Which begs the question, what exactly is interactive content?
Most content that we’re familiar with — blog posts, ebooks, reports, webinars, infographics, podcasts, etc. — is designed to be passively consumed by our audiences.
They read, watch, or listen to it. They may comment on it or share it, which is great, but the underlying content doesn’t ask them for input and doesn’t react to them in real time.
Interactive content 101
In contrast to passive content, interactive content engages an audience as active participants. Interactive content includes quizzes, calculators, configurators, assessment tools, games, contests, workbooks, and more.
You can think of interactive content as lightweight “apps” for the web. Like apps on your smartphone, they offer a useful functionality in a small, easy-to-use digital package.
But unlike smartphone apps, you don’t need to explicitly install them. They’re just embedded into your website, and they work in any modern web browser.
Why should you use interactive content?
First, as you already know, a primary challenge of content marketing is breaking through the noise.
The world is deluged with white papers, webinars, ebooks, and infographics. How many white papers have you downloaded and only briefly skimmed? How many webinars have you signed up

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