Descriptions of the 12 types of interactive content to include in your content strategy including examples, potential costs, and tips.

1. 1. Configurators
Interactive configurators can be very helpful, especially in e-commerce. They help
online-store users to view a particular pair of glasses or to find out how expensive that
special equipment for their dream car will actually be. Configurators deliver detailed and
ultra-clear information to the customer while at the same time awakening his sense of
curiosity and playfulness.
Production costs: The production cost can be very high. However, there are ready-
made systems that can be integrated into online stores.
Example: Adidas offers users the opportunity to create their own shoes and then order
them.

2. 2. Calculators
Anyone who wishes to make large amounts of information rapidly available to users
should consider a calculator. Many websites offer their own free calculator function to
cover almost every aspect of life: from computing a company pension through to the
ideal day to book a flight. Often, calculators are more than just incredibly useful, they
add extra value by inviting the user to play around and explore different scenarios.
Production costs: The cost of calculators can vary greatly depending on their
complexity. Behind a calculator, there is usually another function such as a database,
which increases the production and administration costs. Those who cannot afford the
development costs could outsource this aspect.
Example: Textbroker’s price calculator is an example of a relatively simple calculator
whereas the Bankrate retirement calculator allows the retrieval of more complex data.

3. 3. Quiz
Puzzles and quizzes are often highly motivating. Many users like to test their knowledge
and find the element of competition very rewarding. In addition, the variety of topics and
types of puzzle available is almost inexhaustible – from question-and-answer quizzes to
crossword puzzles in countless formats and on almost any subject.
Production costs: A quiz can be very simple to produce, and simple question-and-
answer puzzles can be included in any blog post. There are also countless websites and
tools like Qzzr that can be used to create more complex quizzes.
Example: Almost every published page, including many blogs and websites, offers
puzzles and quizzes. So, it’s quite possible to arrange something like Merriam Webster’s
Word Games and Quizzes.

4. 4. Polls
Surveys have two major advantages: They can be created easily and also provide
valuable data. Weighed against that, surveys are often perceived to have significant
barriers to entry and participation because users are not just investing their time but also
providing data (usually free of charge) to the pollster. Before conducting a survey, you
should be clear what you want to achieve: Will it be a representative survey? Do you
want open or closed responses? Will the survey withstand scientific scrutiny? Make sure
that the answers are clear and unambiguous and that the poll has total reliability and
validity. Those interested in learning more about creating questionnaires can find
detailed information here.
Production costs: There is a limit to the amount of effort which can be put into creating
a survey. However, you should pay close attention to asking the right questions -
because that’s the only way to get correct answers. There are countless free and paid-
for tools to create surveys, including SurveyMonkey or Polldaddy.
Example: Bookbrowse offers an example of a simple survey that addresses their own
target group.

5. 5. Interactive Videos and Overlays
Videos are still an important part of any content strategy. Interactive videos and 360°
clips are popular eye-catchers, prompting clicks and views, so it’s not surprising that
Facebook and Google currently rely heavily on the video format. Moreover, overlays
provide platform operators with a valuable means of guiding users through their own
sales or production process, using short video extracts that explain each process step by
step.
Production costs: The cost of interactive- and 360° videos is relatively high, and
overlays are also costly to produce or purchase. Video production can be outsourced
though well-crafted, individual videos are nevertheless expensive.
Example: Target provides an example of an interactive 360° video experience with its
Halloween videos.

6. 6. Slideshows
Slideshows are often just an ordinary picture gallery, and despite the simple mechanism,
users can animate good, interesting material with just a click. Charts in particular ("Top
10 ...") can make the user very curious and prompt him to click. But slideshows can also
help to vividly convey more complex material.
Production costs: The costs are relatively low. If you have collected your best photos
or images, free tools like Slideshare can be used to produce and embed a simple image
gallery.
Example: SEMrush delivers a great example of a longer slideshow on a complex topic
via Slideshare.

7. 7. Interactive E-books/Whitepapers
Interactive e-books and whitepapers are the perfect vehicle to underline your own
expertise. Many users are willing to provide their contact information in return for well-
documented, often exclusive knowledge gathered together in a high-quality format.
Good e-books and whitepapers can also be used to gather leads, and the interactivity
involved in this exchange once again adds general interest and value.
Production costs: E-books and whitepapers require a lot of effort to produce. In
addition to the actual e-book and sometimes videos, infographics and other elements
must also be created. Some vendors, such as Flipbuilder, can support publishers in this
type of venture. On request, Textbroker can also provide the important text elements for
e-books and white papers.
Example: Ceros has produced a series of interactive e-books as examples of what
companies can create.

8. 8. Webinars/Live Chats
Webinars and live chats are a trending topic. Using a webinar can help marketing
departments achieve several different aims: generate leads, build and strengthen
customer loyalty, enhance brand awareness, collect data, generate authority, and
acquire and nurture customers.
Production costs: Thanks to software like GoToWebinar, webinars are now relatively
easy to create. The greater challenge is to attract participants, and here a suitably
interesting subject is absolutely essential. In addition, webinars require the deployment
of capable employees who are not only prepared to hold a webinar but also possess the
requisite skills.
Example: Textbroker provides a live chat to help customers with questions.

9. 9. Interactive Infographics, Maps, and Data Visualizations
Infographics, maps, and data visualizations such as heat maps can also be used
interactively. Often interactive maps are real eye-catchers which can also provide
valuable information or tell stories to entertain and inform users. For companies who
publish them, these items are not only a way to present their own expertise, but this type
of well-made interactive content can also spread virally and thus enhance brand
awareness too.
Production costs: The cost of interactive infographics can be rather high. Not only
must data be researched and an infographic designed, the data must also be visualized
in a meaningful and responsive way. There are various providers who can oversee the
production of material – but again, quality has its price.
Example: Google has created an interactive infographic about SEO.

10. 10. Interactive Storytelling
Interactive storytelling is the compilation of various interactive elements that tell a story
in an aesthetically pleasing manner. An interesting story is a fundamental requirement,
and this can be illustrated and brought to life by using different techniques, formats, and
stylistic devices. Whether text, video, or infographic is used, it is essential to find the
most appropriate means to recount each part of the story.
Production costs: Depending on the scope of the story and the quality of the content,
the production costs are likely to be rather high. An extensive story requires interviews,
the creation of images and interactive elements, but above all the telling of an interesting
tale. Adobe’s Sparks is a current tool which aims to provide a means to simplify
storytelling.
Example: One of the best-known and most impressive examples of interactive
storytelling is the Snowfall project created by the New York Times.

11. 11. Virtual / Augmented Reality
With the latest generation of smartphones, virtual and augmented reality (VR and AR)
are becoming heavily trending topics. In addition, there are countless apps and games
allowing users to interact with a private or alien world of their own. VR and AR can not
only provide the user with information that has real added value, but they can also offer
a positive user experience and promote stronger attachment to a brand.
Production costs: The cost of virtual and augmented reality products are very high
because they generally require the development of apps or programs. However, good
software can be immensely successful.
Examples: The most recent effective example of an augmented reality app that
encouraged lots of user participation is Pokémon Go. Apart from the gaming world, there
are other useful apps using Augmented Reality – such as Google Translate’s Image
Recognition.

12. 12. Games
Games can be used as small interactive elements to attract users and gain their loyalty.
Good games have a strong motivating factor and can also increase reach and brand
awareness. However, to achieve a positive branding effect, you must ensure the game is
thematically aligned towards the design of your brand or product.
Production costs: The production of a good game is a very complex undertaking. As
with the apps mentioned above, there is a major development effort behind a successful
game. Nevertheless, it may be worthwhile, because games of an appropriate quality can
be monetised as a stand-alone product.
Examples: Grouse, which was originally created by Johnnie Walker as a marketing
campaign, is perhaps a prime example of this game genre.