What is interactive content and how can it help your PR efforts

As modern PR professionals, it’s impossible to avoid hearing the phrase “content is king.” Content creation is important, especially within the PR and communication industries, but with an estimated 27 million pieces of content being published each day, it seems impossible to stand out and make a lasting impression with your intended audience.

Creating interactive content can stimulate interest from users and provoke positive engagement.

What is interactive content and why it is helpful

As implied by its name, interactive content involves a participatory element for users. Interactive content is often organized into the following categories:

  • Quizzes
  • Assessments
  • Surveys
  • Calculators
  • Contests
  • Interactive eBooks, infographs, and white papers

At its most basic level, interactive content is useful because people often learn better by active involvement. A University of Chicago-led experiment found that students who participated in the learning process scored seven percent higher on quizzes than students who learned simply by observation.

The participatory element in interactive content mimics the activity in this study. Presenting your audience with interactive content makes them involved in the process of learning about your organization and its message, which could increase the likelihood that they’ll remember key brand facts. 

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