The Winner? Interactive Content Ignites Demand and Fuels Engagement
- 45% ranking (dynamic personalized value storytelling) as extremely valuable
- 42% rating as very valuable
- 40% placing a significant value on
- Your prospects want content that is trustworthy and that keeps the sales pitch to a minimum. Unfortunately, SiriusDecision indicates that 93% of content remains product-centric. As you develop your Interactive Content, you can use this as a great opportunity to evolve the sales messaging to more value-focused communication and quantification.
- Your buyer’s time is precious, and they don’t want to waste it on content that might look good, but doesn’t provide real value. Instead of a “toy”, your Interactive Content should deliver personalized insights, precise advice, credible justification, and specific evidence to help facilitate their decision-making. And you need to be able to easily share the results, providing a downloadable / email report, enabling your Interactive Content to continue to tell your value story long after use.
- SiriusDecisions found that although most buyers seek out advice and help from solution providers, only 13% of buyers view vendor-created content as credible. Instead, content developed by a third-party analysts and publications ranked much higher, with 90% saying that they give more credence to this type of asset (DemandGen Report). As you move to Interactive Content, consider 3rd party developed tools, content, research and insights to improve the credibility and gain buyer trust.
The research is clear, that evolving from Passive to Interactive Content ignites more demand and fuels better engagement. Are you ready and empowered to make the transition?
- Content Preferences Survey: DemandGen Report -
- B2B Buyers Say Interactive Content is More Effective - http://customerthink.com/b2b-buyers-say-interactive-content-is-more-effective/
- B2B Marketers Struggling with Content Marketing Results: AdAge - http://adage.com/article/btob/marketers-struggling-content-marketing-results/294138/
- Content Marketing Turns Weird: Content Marketing Institute - http://contentmarketinginstitute.com/2016/01/content-marketing-weird