THE CONTENT THE CONTENT In order to battle content overload while still oering useful insights to their target audiences, Korn Ferry repurposed some of its existing whitepapers into interactive experiences. Analyzing user engagement on interactive chapters, quizzes, and calculators gave the Korn Ferry team a clear picture of which parts of the content dierent audiences found most compelling. For example, Korn Ferry created a whitepaper called “The Trillion Dollar Dierence,” with an aim toward quantifying the unseen value of human capital. A simple form gating the content may have provided the marketing team with contact data, but it wouldn’t paint a clear picture of which ndings and pain points described within the whitepaper were resonating with audiences. Adding interactive elements

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