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Develop Interactive Content to Deliver Peak Experiences

Posted on 6.01.2016

If you're going to create content, it should be interactive according to a new research from Content Marketing Institute released by ion interactive. 


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The study, titled "Deliver Peak Experiences from Interactive Content" indicated that that the majority of content marketers (53 percent) are already using interactive content and that the percentage is markedly higher (65 percent) at the enterprise level. What’s perhaps more telling is that 75 percent of content marketers surveyed plan to increase their use of interactive content in 2016. A stat that isn’t surprising given that “it works: users proclaim the benefits of using interactive content.”

For marketers seeking results from their digital marketing, the study highlights several compelling stats:

  • 81 percent state that interactive content is more effective at the critical engagement stage of “grabbing attention”
  • 79 percent agree that interactive content enhances retention of brand messaging when combined with traditional marketing tactics
  • 79 percent agree that interactive content can have reusable value, resulting in repeat visitors and multiple exposures

“Audience engagement is often one of the primary goals of content marketing. It is encouraging, therefore, that approximately two-thirds of our survey respondents agreed that audience engagement has increased since their organization started using interactive content.”

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