Report: 86% of B2B Buyers Now Prefer Interactive Content from Marketers

When it comes to content marketing, new research suggests that B2B marketers may benefit from developing interactive assets, rather than ones with a static format.

DemandGen recently published its “2019 State of Video and Interactive Content” report, and statistics showed that the majority of buyers (86%) prefer interactive content they can access on demand, as opposed to static content formats. In terms of most valuable assets, most buyers (51%) cited video. About 80% said that they would spend up to 20 minutes watching video content in one sitting.


As a result of this shift toward video, 32% of B2B companies now say they are incorporating video messaging into their nurture programs.

Video Marketing Continues to Grow in Prominence

This is not the first report to show the growing move toward video content. Wibbitz recently published the “How to Make Social Video Work for Your Marketing Team” study, and results showed that 89% of marketers are now investing in video as a part of their content strategy.

Social engagement is the marketing metric that video impacts the most, according to the research. On average, marketers now publish between one and two videos per month.

There are challenges associated with creating video content, however. Time is the biggest obstacle between marketers and pushing out more videos on a monthly basis. This is followed by budget, personnel and strategy.

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