{"id":63361,"date":"2020-06-09T15:19:34","date_gmt":"2020-06-09T15:19:34","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/interactive-content-roi\/"},"modified":"2025-09-09T22:19:00","modified_gmt":"2025-09-10T01:19:00","slug":"interactive-content-roi","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/interactive-content-roi\/","title":{"rendered":"How to calculate the ROI of interactive content"},"content":{"rendered":"<p><a href=\"https:\/\/pingback.com\/en\/resources\/what-is-interactive-content\/\" rel=\"noreferrer noopener\" target=\"_blank\">Interactive content<\/a>&nbsp;is a marketing bet to generate more leads and customers. That happens because of the excellent results this strategy can provide to companies.<\/p>\n<p>Interactive content attracts the prospects&#8217; attention and&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/interactive-content-for-engagement\/\" rel=\"noreferrer noopener\" target=\"_blank\">engages them<\/a>. One advantage of this format is its attractiveness, which can take the lead to other stages of the funnel and increase the ROI.&nbsp;<\/p>\n<p>Calculating the&nbsp;<strong>interactive content ROI<\/strong>&nbsp;can be very helpful for your strategy.<\/p>\n<p>Keep on reading to learn more about the interactive content ROI and how to calculate it. Here, we&#8217;ll comment on the following topics:<\/p>\n<h2 class=\"wp-block-heading\">What is interactive content?<\/h2>\n<p>Interactive content allows interaction between the user and the material, creating a personal experience.<\/p>\n<p>There are several ways to create interactive content. The most used are:<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/how-create-interactive-infographic\/\" rel=\"noreferrer noopener\" target=\"_blank\">infographics<\/a><\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-quiz\/\" rel=\"noreferrer noopener\" target=\"_blank\">quizzes<\/a><\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-ebook\/\" rel=\"noreferrer noopener\" target=\"_blank\">ebooks<\/a><\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-white-paper\/\" rel=\"noreferrer noopener\" target=\"_blank\">white papers<\/a><\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-calculator\/\" rel=\"noreferrer noopener\" target=\"_blank\">calculators<\/a><\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-landing-page\/\" rel=\"noreferrer noopener\" target=\"_blank\">landing pages<\/a><\/li>\n<li>contests<\/li>\n<li><a href=\"https:\/\/pingback.com\/en\/resources\/interactive-video\/\" rel=\"noreferrer noopener\" target=\"_blank\">videos<\/a><\/li>\n<\/ul>\n<p>You can use each&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/types-of-interactive-content\/\" rel=\"noreferrer noopener\" target=\"_blank\">type of interactive content<\/a>&nbsp;in distinct ways within a marketing plan. There&#8217;s no rule for it. You just need to align the content with the&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/buyer-persona\/\" rel=\"noreferrer noopener\" target=\"_blank\">buyer persona&#8217;s<\/a>&nbsp;desires and issues.<\/p>\n<p>Interactive content differs from static content. The static one <strong>makes the persona just a reader<\/strong> who doesn&#8217;t have the power to interfere with the content.&nbsp;<\/p>\n<p>Interactivity allows the audience to be an <strong>active and essential<\/strong> part of the content fruition.<\/p>\n<p>The public&#8217;s participation makes the content <strong>unique for every user<\/strong>, leading each one to different results. Tests and quizzes are widespread today. They&#8217;re responsible for the success of one of the biggest sites on the Internet:&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.buzzfeed.com\/\" target=\"_blank\">Buzzfeed<\/a>.<\/p>\n<p>The interaction makes the content catch the public&#8217;s attention, solving one of today&#8217;s biggest marketing challenges.<\/p>\n<p>That happens because the amount of information increases exponentially, while the time people dedicate to consuming content remains the same.<a id=\"advantages\"><\/a>\u00a0<\/p>\n<h2 class=\"wp-block-heading\">What are the advantages of using it?<\/h2>\n<p>The public attention can generate many benefits for companies&#8217; sales and marketing.<\/p>\n<p>The interactive content can increase ROI and:<\/p>\n<ul class=\"wp-block-list\">\n<li>generate more organic traffic<\/li>\n<li>improve\u00a0<a href=\"https:\/\/pingback.com\/en\/resources\/what-is-seo\/\" rel=\"noreferrer noopener\" target=\"_blank\">SEO<\/a><\/li>\n<li>increase the number of shares on social media<\/li>\n<li>boost the number of followers<\/li>\n<li>enhance the content&#8217;s chances to go viral<\/li>\n<li>attract qualified and hot leads<\/li>\n<li>improve the public&#8217;s perception of the brand<\/li>\n<li>increase conversions<\/li>\n<\/ul>\n<p>All of these benefits positively affect the return on investment of companies that produce interactive content.<\/p>\n<p>A\u00a0<a href=\"https:\/\/www.ioninteractive.com\/resources\/white-paper\/2018-demand-metric-benchmark-study\/lx-40206L-22994MS.html?GA=Lead&amp;__hstc=64741936.9359a1302cc072113e1ba129c47b5a7b.1496688939089.1590928929437.1590930828049.1498&amp;__hssc=64741936.1.1590930828049&amp;__hsfp=3352650658\" rel=\"noreferrer noopener\" target=\"_blank\">study conducted in 2018<\/a>\u00a0by Demand Metric and the interactive platform, Ion Interactive, showed that 96% of marketers say that interactive content has a positive impact on the\u00a0<a href=\"https:\/\/pingback.com\/en\/resources\/buyers-journey\/\" rel=\"noreferrer noopener\" target=\"_blank\">buyer&#8217;s journey<\/a>.<a id=\"how\"><\/a>\u00a0<\/p>\n<h2 class=\"wp-block-heading\">How to calculate interactive content ROI?<\/h2>\n<p>One challenge for marketers is to measure&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/digital-marketing-roi\/\" rel=\"noreferrer noopener\" target=\"_blank\">marketing ROI<\/a>. According to the research recently mentioned, only 14% of companies measure the engagement results of the materials they produce.<\/p>\n<p>Sometimes, honestly, it\u2019s not even a lack of desire\u2014just a tangle of tools and metrics that don\u2019t seem to line up. Teams might set up interactive pieces but then get lost sorting through analytics dashboards, each with a slightly different number for \u201cengagement.\u201d In 2025, there\u2019s a lot more data flying around, but that doesn\u2019t always mean it\u2019s easier to find something meaningful. The real friction point? Translating all those likes, clicks, and quiz completions into something your boss actually cares about. Plenty of marketers just sigh and move on, hoping the effort pays off in the long run, even if the results stay fuzzy.<\/p>\n<p>The shifting expectations from stakeholders haven\u2019t made it easier, either. While interactive content is often sold as the magic bullet for boosting numbers, some folks get antsy when the initial novelty wears off. It\u2019s not just about dazzling people for a moment; the trick is connecting that quick burst of attention to lasting value. That can mean digging around customer journeys or following up months later, which, yeah, takes patience most teams don\u2019t always have. Still, for brands willing to stick it out, some have reported slow-but-steady upticks in conversion rates and lead quality over several campaigns\u2014not instant fireworks, but more like a steady climb.<\/p>\n<p>It\u2019s also worth noting that sometimes the impact of interactive content isn\u2019t always obvious on the surface\u2014at least not right away. For example, you might launch an interactive calculator or quiz, and the initial numbers look just okay. But fast forward a couple months, and you notice people who engaged with those tools tend to stay subscribed longer or actually spend more. There are all these softer signals\u2014like increased replies to your follow-ups or even an uptick in referrals\u2014that are hard to quantify but still matter.<\/p>\n<p>Another side effect, if you can call it that, is how interactive content tends to stick in people\u2019s minds. It almost feels like you\u2019ve given them something extra, not just another article. When someone remembers your quiz or video three weeks later, there\u2019s a chance they\u2019ll bring up your brand in conversation or circle back when they\u2019re closer to making a decision. Not everyone will convert, sure, but that lingering recognition is valuable real estate in today\u2019s crowded digital world\u2014imperfect, but honestly pretty helpful over the long haul.<\/p>\n<p>Before understanding how to calculate interactive content ROI, it&#8217;s important to mention a few points.<\/p>\n<h3 class=\"wp-block-heading\">Interactive content can increase ROI calculation accuracy<\/h3>\n<p>Interactive and personalized content generates positive impacts on the accuracy of the calculation of some&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/digital-marketing-metrics\/\" rel=\"noreferrer noopener\" target=\"_blank\">metrics<\/a>, such as Customer Acquisition Cost (CAC) and Lifetime Value (LTV).&nbsp;<\/p>\n<p>According to&nbsp;<a href=\"https:\/\/twitter.com\/98rosjon\" rel=\"noreferrer noopener\" target=\"_blank\">Jonny Rose<\/a>, this is a marketing trend for years to come.<\/p>\n<h3 class=\"wp-block-heading\">It takes time to calculate ROI<\/h3>\n<p>It&#8217;s important to remember that we <strong>shouldn&#8217;t analyze interactive content in the short term.<\/strong><\/p>\n<p>According to&nbsp;<a href=\"https:\/\/contentmarketinginstitute.com\/2015\/06\/measure-content-marketing-roi\/\" rel=\"noreferrer noopener\" target=\"_blank\">Scott Severson<\/a>, interactive content ROI is like gym exercises. &#8220;You won&#8217;t see a reward in a week, but if you commit to doing it regularly, you&#8217;ll get incredible results.&#8221;<\/p>\n<p>So, remember that interactive content ROI is a marathon, not a sprint.<\/p>\n<h3 class=\"wp-block-heading\">ROI should always be improved<\/h3>\n<p>The tools and ways to calculate ROI are <strong>always improving<\/strong>.<\/p>\n<p>That&#8217;s why it is important to take into account as much information as possible, knowing that the content can affect people in unique ways.<\/p>\n<h3 class=\"wp-block-heading\">The macro view matters<\/h3>\n<p>Just as it&#8217;s essential to analyze data such as SEO and shares on social media, the company&#8217;s branding, and storytelling also interfere in ROI calculation.<\/p>\n<h3 class=\"wp-block-heading\">Content quality interferes in ROI results<\/h3>\n<p>In the long term, we must see content as something that will bring an exponential return over investment. Therefore, the <strong>quality of the content interferes with the outcome.<\/strong><\/p>\n<p>According to&nbsp;<a href=\"https:\/\/www.relevance.com\/5-ways-to-demonstrate-roi-on-content-marketing-efforts\/\" rel=\"noreferrer noopener\" target=\"_blank\">Cormac Reynolds<\/a>, there&#8217;s no correct way to calculate content ROI, being interactive or not. Each company must find its way.<\/p>\n<p>The interactive content ROI must consider the impact of this type of content on the brand&#8217;s several points of contact, including sales.<\/p>\n<p>Here we have other points to consider when calculating ROI:<\/p>\n<ul class=\"wp-block-list\">\n<li>number of views<\/li>\n<li><a aria-label=\"bounce rate (opens in a new tab)\" href=\"https:\/\/pingback.com\/en\/resources\/reduce-bounce-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">bounce rate<\/a><\/li>\n<li>time on page<\/li>\n<li>number of comments on social media<\/li>\n<li>number of shares and quotes<\/li>\n<li>number of clicks on the CTA to continue browsing other materials<\/li>\n<li>number of links to the site<\/li>\n<li>number of leads<\/li>\n<li>conversion rate<\/li>\n<\/ul>\n<p>It&#8217;s possible to measure these indicators using tools such as&nbsp;<a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" rel=\"noreferrer noopener\" target=\"_blank\">Google Analytics<\/a>,&nbsp;<a href=\"https:\/\/www.google.com\/alerts\" rel=\"noreferrer noopener\" target=\"_blank\">Google Alert<\/a>,&nbsp;<a href=\"https:\/\/buzzsumo.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">BuzzSumo<\/a>, and&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/crm-tools\/\" rel=\"noreferrer noopener\" target=\"_blank\">CRM software<\/a>.<\/p>\n<p>We can calculate the ROI for each one of them. The formula is:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img data-opt-id=881359110  data-opt-src=\"https:\/\/s3.amazonaws.com\/scribblelive-com-prod\/wp-content\/uploads\/sites\/4\/2020\/06\/f%C3%B3rmula-do-ROI.png\"  decoding=\"async\" src=\"data:image/svg+xml,%3Csvg%20viewBox%3D%220%200%20100%%20100%%22%20width%3D%22100%%22%20height%3D%22100%%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%3E%3Crect%20width%3D%22100%%22%20height%3D%22100%%22%20fill%3D%22transparent%22%2F%3E%3C%2Fsvg%3E\" alt=\"roi formula\" class=\"wp-image-13230\"\/><\/figure>\n<\/div>\n<p>If you already set the parameters of your strategy, you can also use our calculator to know your company&#8217;s ROI:<\/p>\n<p><script src=\"https:\/\/ionfiles.scribblecdn.net\/scripts\/ionizer-1.2.min.js\" data-ion-embed={\"url\":\"\/\/interactive.rockcontent.com\/en\/roi-calculator?_ion_target=embed-1.0\",\"id\":\"_ion_ionizer_1588789541836\",\"appendQuery\":false}><\/script><\/p>\n<p>The interactive content ROI is a way to direct investments in Content Marketing, using this kind of content to improve metrics.<\/p>\n<p>Marketing is looking at interactive content as an opportunity to improve its numbers. In sales, the impact of interactive content may be even higher than expected.<\/p>\n<p>If you want to understand better the financial efficiency of your marketing, <a rel=\"noreferrer noopener\" aria-label=\"check out our Marketing Calculator, and plan your budget (opens in a new tab)\" href=\"https:\/\/interactive.rockcontent.com\/en\/marketing-calculator\" target=\"_blank\">check out our Marketing Calculator, and plan your budget<\/a>!<\/p>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interactive content&nbsp;is a marketing bet to generate more leads and customers. That happens because of the excellent results this strategy can provide to companies. Interactive content attracts the prospects&#8217; attention and&nbsp;engages them. One advantage of this format is its attractiveness, which can take the lead to other stages of the funnel and increase the ROI.&nbsp; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":55389,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[120],"tags":[],"class_list":["post-63361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interactive-content"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interactive content ROI: How to Calculate it<\/title>\n<meta name=\"description\" content=\"The ROI of your interactive content can guide your marketing efforts. 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