What Is Interactive Content And Why It Works?

April 24, 2014 | Dan Trefethen


What is interactive content and why does it work?Content marketing has taken the demand generation world by storm in recent years, and the issue has shifted from whether or not to participate in it, to how you can make the most of it.

In fact, 93% of B2B marketers are currently using content marketing as part of their demand generation strategy and 58% of them plan to increase their content marketing budget over the next 12 months, according to the Content Marketing Institute

But even with the significant increases in the use of and budget allocation towards content marketing, fundamental challenges remain centered around how to best reach your audiences and how to produce content that engages and converts those audiences.

To that point, the 2014 B2B Content Marketing Report found that almost half of B2B marketers say producing the kind of content that engages is now their biggest challenge.

We believe that you as a marketer need to increase the signal-to-noise ratio with your content marketing. We believe to be successful, you need to create user engagements that deliver more value to your audience. We believe your content needs to drive valuable insight into your prospects’ behaviors, needs and wants.

Let’s say it another way – we believe that if you don’t deliver value to your audience along the buyers’ journey, you will lose your prospects before you can even give your sales team a chance to win.

“How can I accomplish that?” you might ask.

While there is never a single silver bullet, interactive content is one of the most effective ways to help marketers rise to this challenge. By adding interactive content to their marketing mix, marketers can significantly improve prospect engagement; achieving 50% click rates on their content, over 80% content completion rates and 40% lead form conversions.

interactive content effectiveness

But what is interactive content, and why and how does it work?

In our recently released white paper, we have attempted to help marketers like you understand what interactive content is, how it can fit into your marketing mix and why it should become an integral part of your demand generation efforts.

B2B marketers are looking for that distinct advantage to stand out above the noise, and engage with their prospects and customers. Interactive content provides the opportunity to do just that, and deliver value to your audience and organization in unison.

Interested in what interactive content can do for your organization? Get started now!

 

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