Is Interactive Content a Way to Cut Through the Clutter?

While BuzzFeed’s quizzes were mostly for low-brow entertainment value — e.g., What State Do You Actually Belong In? — the engagement and social sharing levels they attained were remarkable. That silly state quiz? It generated more than 40 million views. This quiz-as-content format has since moved upmarket, and last month, The New York Times ran an interactive quiz for one for their popular op/ed columns.

As marketers are being told to “think like publishers” with content marketing, this new trend has caught their attention too. Interactive content is significantly expanding what’s possible in content marketing — not just quizzes, but calculators, configurators, assessment tools, workbooks, contests, and more.

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