Dive Brief:
- New research found that 81% of marketers agree interactive content grabs more attention than static content. The results come from a poll of 341 content marketers in North America by the Content Marketing Institute and Ion Interactive.
- A strong majority also reported that interactive content has reusable value, enhances retention of marketing messages when combined with traditional content marketing tactics, and increases overall audience engagement.
- Out of the different types of interactive content, over 50% respondents had created assessments, calculators and contests, according to the results.
Dive Insight:
In many ways, content marketing is the fuel that drives all other marketing efforts: It is the prize for almost all email marketing calls-to-action, and it’s also what makes social media sharing engaging. But Marketers should remember that content isn’t just blog posts, white papers and video clips. It can also be interactive tools that offer users value, such as checklists and calculators.
In fact, content that provides value to consumers is a strong way for brands to meet the challenge of ad blocking on the internet. The increasing adoption of ad blocking technology is driven by a poor user experience, but marketers that are able to create a positive user experience can stand out. Interactive content marketing, such as assessments, contests, and quizzes, can help brands engage with their audience in a way that's valuable to both parties.
When developing a content marketing strategy, marketers should know their goals, according to David B. Thomas, senior director at Leadspace.
“What are the top goals your business needs to grow, or survive? Are you starved for leads? Are you trying to break through the noise in a crowded market? Are you having a hard time attracting and retaining top talent?" he said. "Pick the most important business goals—the ones everyone already agrees are important—and prioritize them realistically in order of the ones you can influence with a content marketing strategy.”