Content marketing can be challenging for some marketers, but new research suggests that interactive content may be the key to overcoming common obstacles.
Demand Metric recently partnered with Ion Interactive to conduct the “Content Experience Impact and the Buyer’s Journey” report. Research showed that interactive content vs. passive content is more likely to be effective at educating buyers and differentiating companies from their competitors.
Sixty-three percent claim that their interactive content is frequently or very frequently shared, compared to just 32 percent of passive content. About 96 percent of respondents believe that content interactivity 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.
Content Disorganization Still Plaguing Marketers
Previous research suggests that content disorganization may be to blame for a lack of content marketing success.
The “2017 Content Management and Strategy Survey” from the Content Marketing Institute found that 91 percent of respondents use content to market their products and services. However, 44 percent claim that their organizations do not have a documented strategy for managing content as an asset.
In addition, just 32 percent claim that they have structured content management plans in place, and 33 percent said they have customer journey maps.