With companies specializing in getting the audience’s attention, it has become increasingly challenging to stand out. 

The best copywriting techniques may simply not bring the expected results if the user does not see a differential in the content. As a result, they might leave, and the competition for their attention will continue. 

That is why we decided to produce this content about conversions with interactive content.

Interactive content can capture the user’s interest with impressive efficiency, and marketing professionals are starting to realize that. A study performed by Demand Metric showed that:

• 96% of the marketing professionals surveyed believe that interactive content impacts buyer decisions along their journey.
• 90% believe that interactive content is effective in educating the customer, while only 60% consider that traditional content can achieve this goal.
• 68% of the participating companies reported revenue growth within a year after they started employing interactivity in their content.

We cannot forget something fundamental: interactive content is a powerful source of first-party data. 

Several companies, including those in finance, have been successful in collecting data with this type of content. Of course, it is also effective at engaging, attracting qualified leads, and optimizing conversions.

Keep on reading to see examples of interactive finance content and the benefits of using it in a marketing strategy.

3 Reasons Why Interactive Finance Content is Valuable for Brands

The interactive experiences you have just seen promote engagement. They work in harmony with human nature itself, which appreciates a good interaction.

Moreover, such content teaches in an interesting and — why not? — fun way. 

The knowledge acquired by the user has a significant impact on their decision, as the study by Demand Metric pointed out.

The exciting thing is that the leads generated through interactive content tend to be more qualified. 

This is because, depending on the material, the user provides a series of data that will be useful for the sales department. 

Interactive finance content is advantageous for several factors, but we highlight some of them in the following sections.

1. First-party data collection

The concern about individual data is growing, and obtaining it is not as easy as it used to be.

In fact, it is good to see that consumers have become aware of the importance of their personal information, but this leads to companies needing to find ethical methods to collect it.

Interactive content solves this problem, provided, of course, that you warn users about this collection. Primary data, provided voluntarily and directly by the user during the interactive experiences, is invaluable.

By obtaining this data, you have confirmation that your branding strategy is working since the user has shown enough confidence to provide their data. 

In addition, the segmentation made possible by the data collected directly from the user is more detailed, which allows for greater personalization in the approach to the potential customer.

One thing worth noting—and this sometimes goes overlooked—is how interactive content can give you unexpected clues about your audience that simple static forms can’t. When users spend time with a quiz or calculator, you see not just what answers they give, but which questions keep them engaged, where they hesitate, or even which options they ignore completely. These micro-behaviors, while easy to gloss over in analytics dashboards, actually hold tons of value for refining future campaigns. It’s a layer of audience insight that rarely comes from old-school gated PDFs or standard contact forms.

You’ve probably noticed, too, that transparency plays a big part in first-party data collection now, especially post-2023 when user data privacy was thrust even further into the spotlight. People are much more willing to participate when companies plainly state what they’ll do with the info and give something genuinely valuable back—like a solid budgeting tool or a quick risk assessment for investments. Maybe it shouldn’t be surprising, but it’s still a bit refreshing to see that candor and fair exchange are what tip the scales for users. Interactivity just makes that exchange more natural.

2. Conversion optimization

The interactive content favors conversions based on the qualification of leads, which can be done with the data obtained in each user interaction. 

This way, the CTAs and the offers displayed can be customized to be more compatible with their needs and interests.

This has a lot to do with respecting the moment the lead is in through the buyer’s journey. 

Making a sales approach when they don’t even fully comprehend that they have a problem usually causes a negative effect. But personalization is a solution that increases the chances of conversion.

3. Increased audience engagement

Interactive content increases engagement by offering something the user wants. This alignment between expectation and reality makes the experience more immersive.

Besides, to receive information, the person needs to participate, either by providing data or by clicking on content elements. This is common in video games, and we know how captivating this interaction can be.

Since the user needs to participate, they tend to consume the content to the end and are likely to continue the experience by following the CTA.

Wrap Up

Finance companies have modernized a lot in recent times, and Content Marketing strategies need to keep up with this movement. 

As you have seen, interactive finance content meets this need, bringing superior benefits to traditional content.

Explore Ion, a powerful tool within our Content Cloud suite, offering the perfect solution to transform your finance content into engaging interactive experiences. Request a free demo now!

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