Getting your content fit for the participation age

Yesterday’s content no longer fits today’s buyers.

Never before have consumers exercised so much control over their own buying journey, choosing their preferred path, what information they’ll consume, and when, where, and how they interact with brands.

content icons floating in man running

State of the industry

How are your peers responding to evolving buyer behavior? Hint: Custom fit beats one-size-fits-all.

B2B content
marketers
now use...

88% of B2B
marketers
now use content
marketing,
averaging 13
content tactics.

Maketers
will produce
more...

76% say they will
produce more
content in 2016
than in 2015.

They
plan on
increasing...

51% will increase
their content
marketing
spend in the
next 12 months.

The most
challenging
thing for
them is...

60% say producing
engaging content
is their #1 challenge.

Marketers are
planning to
use more...

70% plan to use
more visual assets.

The best way
to create
targeted
content...

90% of top
performing
marketers use
automation
tools and create
targeted content.

Marketers
should
publish...

42% publish
new content
multiple times
a week.

Marketers
reporting
revenue growth
priortize...

76% of marketers
reporting revenue
growth prioritize
digital experience
creation.

MORE CONTENT = MORE CLUTTER

The content treadmill that’s brought you this far ain’t gonna work to lift conversions in the participation age.
It’s time to cut the fat and replace flabby, static content with assets that can bend and flex to the consumer’s will.
listening to music and drinking water running on a treadmill
mouse click
Interactivity ->
gears
Built-in Customization ->
off the chart data
Greater Consumption ->
charts presented
Greater Conversion
“People can get content anywhere — and they’re sick of it. Content fatigue creates a new roadblock, as massive amounts of poorly developed, uninteresting content makes it more difficult to reach the good stuff.”
— Gordon Locke, D Customer
lady cycling

What’s interactive content?

Interactive content enables readers to choose and change the content they see, transforming static content into engaging, useful digital experiences.

Examples of interactive content are...
Assessments
Contests
Calculators
Configurators
Multi-media compilations
Wizards
Surveys
Lookbooks
Quizzes
 
 
man lifting kettle bells
woman lifting a weight
man lifting a weight

Why Interactive?

Interactive content converts moderately or very well 70% of the time, compared to 36% for static content.

healthy foods and exercise equipment cloud cloud cloud cloud cloud cloud cloud
sun

Agile content that delights customers and multiplies conversions, with less effort?

That’s something every marketer can get on board with.

What would it take to multiply your content’s reach and conversion without overloading your team and resources?

Or to place much of your content management on autopilot so you can wow audiences and reap more ROI?

Want to build your content marketing muscle?

Get in touch to continue the conversation.

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