Marketers who have invested in content marketing know that customers expect to get a certain amount of value out of their assets, but how much? Furthermore, how does this line up with what customers want from marketers?
To gauge customer expectations, Meyocks recently surveyed a group of customers for their “The Case for Mentor Branding” white paper. According to the statistics, nearly 90 percent of customers believe that marketers should provide value-added information to their customers.
About 77 percent believe they should receive information on how to get the most of their product, and 73 percent expect instruction on different ways to use their product. Approximately 58 percent would appreciate tools to help them make better choices.
Marketing to Customers with Interactive Content
According to previous research, interactive marketing content may be the key to fulfilling customer expectations.
Demand Metric partnered with Ion Interactive to conduct the “Content Experience Impact and the Buyer’s Journey” report. Research indicated that interactive content, rather than passive content, is more likely to be effective at educating buyers and differentiating companies from the competition.
Approximately 63 percent of respondents said that their interactive content is frequently or very frequently shared. This was compared to just 32 percent of those who said the same about their passive content. In addition, 96 percent of respondents claimed that their content interactively impacts buyers’ decisions.
“Since companies that are growing revenue are nearly 1.5 times more likely to report their content is shared frequently or very frequently, it is important to reduce the barriers by ensuring that content can be shared with ease,” wrote the authors of the report.