For 2017: Less is More with Interactive Value-Focused Content

Examine a typical content strategy and it’s all too often about producing more and more content. You would think that marketers are being “paid by the pound” for their content.

But if you ask buyers, less is definitely more. In fact, 83% of buyers indicate they are “overwhelmed by the sheer volume of content available”, this according to research by Demand Gen Report.

For your buyer it’s about quality over quantity.  They don’t need more content. Instead, your prospects want personalized research, analysis, benchmarks, advice, and guidance.

Interactive Content Leads the Way

Demand Gen Report reveals that 84% of buyers now prefer more interactive and visual content, providing users with the ability to dynamically self-explore interests, analyze opportunities, and obtain customized consultative advice. 

The closer the content comes to replicating expert advice, and focuses not on a product / service-pitch but on the value of potential solutions, the better.

The research revealed how content strategies need to change, with:

  • Interactive value storytelling, diagnostic assessments and ROI / TCO calculators all seeing steady and significant growth in perceived value to decision makers
  • 95% of buyers wanting more benchmarking insights to help measure effectiveness against industry standards
  • 81% of buyers seeking benchmarking and value analysis tools to guide future investments. 

Interactive value-focused content is the key, delivering a marked improvement in content marketing effectiveness, with IDC reporting that interactive value-focused content:

  • Garnered more attention, generating 2x more leads and engagement when compared to static content fueled campaigns
  • Improved buyer audience engagement and education, generating a 30% improvement in motivated buyers and qualified sales opportunities
  • Generated a significant 30% improvement in conversion rates.

The Bottom Line

Leveraging interactive benchmarking and value analysis tools on your web site and to fuel sales engagements, can help eliminate content overload: consolidating and dynamically customizing content to deliver real business value on a personalized basis to each and every prospect and unique opportunity.

What could this mean for your efforts? For every 100 leads currently generated by static content, you could capture an additional 200 leads, 10 to 15 more opportunities and most importantly 1 to 2 more deals leveraging more attractive, engaging and compelling interactive value-focused content instead. 

One example of this success: ADP worked with Alinean to implement an interactive content fueled campaign, the HCM Challenge. 

Prior to launching this campaign, ADP was challenged to elevate buyers to think about ADP beyond payroll and as a full HCM management provider. It was difficult to reach a higher level of decision maker earlier in their decision-making process, and motivate these engaged buyers to change. As a result, campaign responses were not meeting goals and 50% of ADP’s pipeline was stalled.

With the Alinean-powered HCM Challenge benchmarking and value assessment tool, ADP was able to:

  • Drive $1M in incremental pipeline and $250,000 in just the first three months from launch, providing almost immediate payback
  • Consistently generate 300+ new qualified leads each month
  • Decrease its stalled deals from 60% to 30%, a whopping 50% sales growth improvement.

Read more about our success with ADP here:

Learn more about Interactive Value-focused content here:



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