The use of interactive content – such as tests, surveys and infographics which ask relevant questions – is on the rise.

A survey by the Content Marketing Institute found that three quarters of content marketers are planning to increase their use of interactive content during the next year. Half of those surveyed are already using it.

Respondents cited the reasons for the growing popularity of interactive as being that it is more effective at the engagement stage than static content, and that it enhances message retention.

Genuine dialogue still remains the holy grail of most communication, and was until relatively recently an unmet goal of the internet.