In the digital landscape, it can be difficult to capture a lead or prospect’s attention. 

After all, with so many ads, articles, social videos, and product placements, the average internet user is surrounded by thousands of pieces of digital media every day. 

Standing out, then, becomes the main goal of digital marketers who want to interact with their audiences in a meaningful way. 

Interactive content is one way to do this. It engages your audience with dynamic materials that encourage participation and involvement from users. 

While interactive content comes in many forms, like online calculators, animated graphics, or 360 videos, one great way to use it is in your assessments. 

This article will help you understand what an interactive assessment is and give you step-by-step instructions on how to create interactive assessments for your brand.

2. Set Your Interactive Content Goals

After determining your audience through buyer personas and narrowing down the types of content that might be appealing to them, you can get started with your interactive assessment plan by setting your content goals. 

Goals are important for the creation of any content piece as they provide structure to your planning process and give you achievable targets to hit. 

After all, if you create content without a goal, you have no means to measure to see if your content was successful or if the time and money invested in the project was worth the outcome. 

In this context, interactive content has many benefits over traditional content and has been proven to better support you achieve your marketing goals. Here are a few areas where it can be helpful:

• Increases the average time a user is in on a page.
• Boosts your click-through rate.
• Optimizes lead generation.
• Makes it simpler to collect first-party data.
• Boosts sales.
• Improves the overall customer experience.
• Builds engagement and brand awareness.

Using these benefits to help plan your interactive assessment goals is essential, but remember that the ultimate end goal of it is to bring in responses and valuable feedback from your audience. 

You’ll need to plan out the questions you want to be answered from the key audience segments the campaign is targeting. 

Think about different ways to phrase questions to garner the best answers from your ideal buyers.

Honestly, it’s tempting to think you can just toss together a few questions and call it a day, but audiences catch on really quickly when something feels phoned in. A well-thought-out question—or even just a quirky or unexpected one—can nudge people to give more genuine answers. Sometimes, it’s a matter of tweaking your language, or even switching up the order, to make respondents pause and actually consider what you’re asking.

And, look, collecting feedback is more than a checkbox exercise. People want to see that their opinions matter somewhere down the line, so you might as well set up a method for closing the loop—show them the results, highlight changes, or whatever fits. Not every response will be useful, of course, but you’ll definitely spot patterns that hint at broader trends or gaps you hadn’t noticed before. That, honestly, is where the real value creeps in.

3. Plan the Production of the Assessment

The next step to creating interactive assessments is to plan the production. 

While most traditional content can be created quickly to distribute across your networks, interactive content typically takes much more time, as the development and production of high-quality interactive content are more involved than writing a blog post. 

The depth of involvement in your interactive assessment strategy can be incredibly varied. After all, interactive content could involve video production or mobile app development. 

While not every interactive assessment will be that varied, there is still a need to plan production time. 

If the content you want to create requires a high level of production that can’t be completed by your team, then you can consider hiring a separate agency or firm that specializes in the creation of interactive content. 

These firms might have a high cost but will specialize in creating interactive content that drives real results.

4. Execute Your Plan to Create Interactive Assessments

There are a wide variety of tools to help you create interactive content in-house if hiring an outside agency is outside of your budget.

Ion Interactive, for example, helps you cover the stops needed to develop different types of interactive content and provides a platform to facilitate the process of creating your company’s content. 

The team behind Ion helps with graphic design, writing, designing, and marketing your assessments to your customers. 

Finding the right tool for your needs might require a bit of playing around to test the abilities and the best choices to create interactive assessments that meet your goals. 

Once you’ve determined the best platform, you can begin creating your assessments based on the goals you set previously. 

As with all interactive content, you want to make sure you test and run quality assurance on your assessments before you distribute them among your audience. 

Making sure that interactive content is running smoothly is key to guaranteeing higher rates of success.

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