Content Your Audience Wants But Isn’t Getting

23 Jul

Is Your Content Passive or Interactive?

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It’s no longer enough for content to be good. (Heck, maybe it never was.) It’s not even enough for content to be timely, personalized, well-distributed, or repurposed. What’s also important is that your content is interactive—or at least, some of your content is interactive. In fact, a Customer Think article argues that the #1 type of content that is most impactful to today’s buyers is also the same type of content that they get the least of: interactive content.

While whitepapers, webinars, and case studies are still widely consumed in the B2B space, there is plenty of room for new and innovative content. B2B marketers shouldn’t feel constrained by these more traditional types of content, described in the article as “passive.” Interactive content such as interactive presentations, ROI calculators, and assessment tools is highly valued by B2B buyers. Not only will it break through some of the clutter by simply breaking through established norms, but according to the survey, it also outperforms passive content in:

  • Producing prospect conversions
  • Educating the buyer
  • Creating differentiation from competitors

Most importantly, this is the type of content B2B buyers want. And the proof is in the numbers:

  • 45% of respondents rated the value of interactive presentations as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year
  • 23% of respondents rated the value of ROI calculators as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year

One of our clients features a piece of interactive content on the homepage of their site, which allows their prospects to calculate estimated savings based on the typical ROI from utilizing their services. This is a prime example of simple, interactive content that educates and produces more conversions because it offers a simple number that a B2B buyer can walk away with and have some idea of what the services can do for them.

Interactive content is the content your audience wants but isn’t getting, so take advantage of this opportunity to set your content apart. For more interactive content marketing revelations from the survey, click here to read the full article.

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