November 1, 2016
Why interactive content drives success

It’s our favorite time of year here at PWR, in large part because we’ve just wrapped up a number of interactive Annual Report projects and are kicking off a number of interactive holiday cards. Fun and creativity are in the air. (And you thought it was just falling leaves and Cubs fever!)

And as a creative group and designers, developers and marketing pros, we’re comfy with disagreements around here. One might even say they abound. But one thing we all agree on is that interactive online assets deliver better performance. And it’s not just our opinion. Richard Branson once stated that “You don’t learn to walk by following rules. You learn by doing, and by falling over.”

Think Richard and the PWR team need additional backup? Consider this:

  • A Demand Metric study shows that interactive content generates increased sharing (17% sharing with passive shifts to 38% for interactive) and conversions (from 36% to 70%).1

  • Ninety-one percent of respondents in a Demand Gen Content Preference Survey said that they prefer more interactive/visual content that they could “access on demand.”2

  • A recent study conducted by the Content Marketing Institute and Ion Interactive found that 81% of marketers who responded agreed that interactive content grabs more attention and 79% agreed that it enhances retention of branding messaging when combined with traditional marketing tactics.3
  An interactive annual report

Why is interactive content so successful? Because these kinds of customer-centric digital experiences enable two-way communications. It’s akin to having a friendly conversation with a customer rather than watch them stroll through your store from afar. “By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.”4

Here are 5 reasons to consider adding interactive content to your traditional marketing mix:

  1. Educate
  2. Engage
  3. Convert
  4. Break through clutter
  5. Tell your story

Whether you’re working on making your Annual Report more interactive, creating a holiday card that truly engages, developing a media pitch that generates greater buzz, or sharing regional info in an informative way, interactive content can help you build online relationships that will last.

A holiday card that engages the reader
Share regional information in an interactive way
A media pitch that
generates buzz
Want more info on how you can use interactive content? Stay tuned for the next issue of Powerlines.


  1. Enhancing the Buyer’s Journey: Benchmarks for Content & The Buyer’s Journey. June 2014. You can view a SlideShare at
  2. 2015 Content Preferences Survey. Demand Gen Report. survey-buyers-value-content-packages-interactive-content-.html
  3. Deliver Peak Experiences with Interactive Content. May 2016.
  4. Scott Brinker, March 2015.
steering wheel
steering wheel

“You don't learn to walk by following rules. You learn by doing, and by falling over.”

Richard Branson
Share This Article: Facebook Twitter

Malayna Evans Upcoming Seminar
Join PRSA and our own Malayna Evans for this upcoming seminar on visual content and media relations.
Design Thinking Whitepaper Design Thinking Whitepaper
Click here to download PWR’s whitepaper: Design Thinking for better visual storytelling
Metrics that Matter Metrics that Matter
Check out these thoughts from team PWR on metrics that matter.
Join Us!
Facebook Twitter LinkedIn