But why should B2B marketers consider adding interactive content to their mix? #1 – Interactive content is more engaging than static content—for the long-term. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view. In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study: 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.” #InteractiveContent is absolutely designed to grab attention. In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on. But the real opportunity doesn’t lay in the interactivity itself.
Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?
Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.
From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).
But why should B2B marketers consider adding interactive content to their mix?
Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers’ content preferences are turning increasingly visual, interactive content is the next evolution.
But if that doesn’t convince you, read on for a few more reasons why its time for B2B to embrace interactive content.
#1 – Interactive content is more engaging than static content—for the long-term.
Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.
In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:
- 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
- 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
- 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.
So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.
As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”
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