This is a good read on the use of interactive content, which is only going to increase in FY18. The use of interactive content as part of a content strategy seems a great way of making content more personalised without having to break the budget by creating multiple assets.
Remember B2B customers and prospects are just normal people like you and me, and storytelling resonates with them. They are also consumers who respond to emotional messaging more deeply than any rational sales pitch. Creating personalised/interactive content is a great way of capturing a reader's interest while still offering the same information - straying away from the typical white paper, which we all know can be very dull on occasions.
This can become increasingly important when developing relationships through social media, i.e. making content more engaging and visual can attract people to engage with your content rather than just scrolling past.
The below talks about the value of interactivity and ideas on how to do it well…
The value proposition of interactivity Personal vanity aside, the increased potential to attract attention and drive brand engagement that interactivity can offer is a compelling reason for marketers to add quizzes, assessments, customization tools, games, and other participative features to their marketing arsenals. But it’s certainly not the only advantage these tech-enhanced content formats can offer. Consider a few more findings from the CMI/ion interactive research. Of the respondents: 77% agree that interactive content can have reusable value, resulting in repeat visitors and multiple exposures 75% agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing 73% agree that combining traditional content marketing tactics with interactive content enhances retention of their organization’s message 68% agree that interactive content provides valuable ways to repurpose their organization’s passive content