Most marketers agree that content marketing has become a core marketing strategy for most enterprises. It’s also now clear that the use of content marketing is continuing to grow, as illustrated by the following findings from the latest annual content marketing survey by the Content Marketing Institute and MarketingProfs:
- 93% of survey respondents said their companies are using content marketing.
- 73% said they are producing more content than they did one year ago.
- 53% said they plan to increase or significantly increase their spending on content marketing.
Content marketing is the most effective way to create meaningful engagement with today’s empowered buyers. However, we are beginning to see signs of what might be called content fatigue. The irony is that the growing use of content marketing is adding to content fatigue and creating a new challenge for marketers. As more companies use content marketing and publish an increasing amount of content, it’s becoming more difficult to make your content stand out.
So, how can enterprise marketers make their content stand out in a crowded content environment? Recent research by Demand Metric indicates that interactive content can be a powerful tool for combating content fatigue. In the Demand Metric study, interactive content was defined as content that invites or requires some level of active involvement by the prospect, while passive content was defined as content that invites or requires little or no interaction other than reading, viewing, or listening.
Demand Metric used a three-step process to evaluate the effectiveness of interactive vs. passive content.
- First, survey participants were asked to categorize their content as very passive, somewhat passive, moderate, slightly interactive, or very interactive. Then, Demand Metric grouped the responses into two broader categories – passive content (which included the very passive, somewhat passive, and moderate responses), and interactive content (which included the slightly interactive and very interactive responses).
- Second, Demand Metric asked survey participants to rate the effectiveness of their content at performing three important marketing functions – producing prospect conversions, educating the buyer, and creating differentiation from competitors.
- Third, Demand Metric compared the ratings of interactive content users with passive content users.
Demand Metric found that interactive content outperformed passive content on all three of these critical marketing functions. Seventy percent of interactive content users said their content was moderately or very effective at converting prospects, while only 36% of passive content users gave such ratings to their content. Ninety-three percent of interactive content users said their content was somewhat or very effective at educating buyers, but only 70% of passive content users reported the same level of effectiveness. Finally, 88% of interactive content users said that interactive content is somewhat or very effective at creating differentiation, while only 55% of passive content users gave such ratings to their content.
The bottom line? If you want your marketing content to be more effective, make it more interactive.