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…