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    Content Experience Impact Benchmark Report

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    ion interactive and Demand Metric conducted a survey to explore how effectively marketers are using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

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    Content Experience Impact Benchmark Report

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    Demand Metric
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    ion interactive and Demand Metric conducted a survey to explore how effectively marketers are using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

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    ion interactive and Demand Metric conducted a survey to explore how effectively marketers are using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    2K views13 pages

    Content Experience Impact Benchmark Report

    Uploaded by

    Demand Metric
    ion interactive and Demand Metric conducted a survey to explore how effectively marketers are using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    CONTENT

    EXPERIENCE
    IMPACT
    and the buyer’s journey

    Benchmark Study Report


    February 2018
    and the buyer’s journey

    Table of Contents
    Introduction 3

    Executive Summary 5

    Content-Type Effectiveness and Performance 8

    The Buyer’s Journey 19

    Buying Stage Content Effectiveness 25

    Content-Marketing Challenges 29

    Budget and Metrics 34

    Analyst Bottom Line 42

    Acknowledgements 45

    Appendix: Survey Background 46


    Introduction
    INTRODUCTION Content Experience Impact and the Buyer’s Journey 4

    In 2014, ion interactive and Demand Metric conducted a survey to explore


    how effectively marketers were using content to influence and support
    the buyer’s journey, which has continued to materialize as a key success
    factor in marketing.

    At the time, cost and technology barriers to deploying interactive EARLY


    content were falling fast, and interactive content was the recom- STAGE
    mended approach for companies looking for higher levels of audience
    engagement. MIDDLE
    STAGE
    The Content Experience Impact and the Buyer’s Journey study is now in
    its second edition.
    LATE
    In addition to exploring how the use of content within the buyer’s journey STAGE
    has evolved, we sought to determine whether companies that are expe-
    riencing revenue growth are leveraging content in different ways and
    what advantages they are realizing as a result.

    These study results provide insights and data useful for comparison, plan-
    ning, and improving the content marketing process.
    Content Experience Impact and the Buyer’s Journey 5

    Executive Summary
    EXECUTIVE SUMMARY Content Experience Impact and the Buyer’s Journey 6

    Over 70 percent of this study’s participants are from primarily B-to-B or More than one quarter of study participants rate their content assets as
    mixed B-to-B/B-to-C organizations, with more than two thirds reporting slightly or very interactive. Just over 20 percent of the study participants
    a modest or significant increase in revenue during the most recently come from companies with more than $100 million in annual revenue, while
    completed fiscal year. The respondents are from a diverse set of industries, 35 percent are with firms reporting revenues of $10 million or less.
    with the largest segment coming from the manufacturing sector and a size-
    able segment from software or technology.

    Key Findings

    Over half of study participants 96% of study participants believe


    report that budget constraints are that content interactivity impacts
    their biggest barrier to content buyers’ decisions as they go through
    marketing, followed by staffing/ their journey.
    resource constraints (48%) and
    technical skills (37%).

    Compared to passive content,


    Almost two-thirds of study
    interactive content is more likely
    participants have only basic or
    to be effective at educating
    no measurements of content
    buyers and differentiating from
    marketing effectiveness.
    competitors, and more likely to be
    shared frequently.
    EXECUTIVE SUMMARY Content Experience Impact and the Buyer’s Journey 7

    Companies that are using interactive Interactive content is more effective


    content are more likely to in the middle stage (consideration)
    have buyers reveal themselves of the buyer’s journey than passive
    early in their journey; content.
    have measures of engagement or
    interest;
    understand how content influences
    awareness or consideration.

    Comparing revenue-growth compa-


    Revenue-growth companies are more
    nies to revenue-stagnant companies,
    likely than revenue-stagnant compa-
    companies that are growing revenue
    nies to report their content is most
    are more likely to
    effective in the middle and late
    produce content that is more likely stages of the buyer’s journey.
    to be very interactive and highly
    engaging;
    have buyers reveal themselves
    early in their journey;
    have measures of engage-
    ment and measures of how
    content influences awareness or
    This report details the results and insights from the
    consideration.
    analysis of the study data. For more detail on the
    survey participants, please refer to the Appendix.
    Content-Type
    Effectiveness and Performance
    Content-Type Effectiveness & Performance Content Experience Impact and the Buyer’s Journey 9

    Today, marketers have to do more than simply produce content. The content A wide variety of interactive content types and formats exist, and this study
    produced has to stand out from the crowd. Top performing companies are conducted an inventory to determine which types are currently in use:
    doing an effective job of using content to differentiate from their compet-
    itors and to help educate buyers.

    However, many marketers are still struggling with delivering the right piece What types of interactive content or apps are you
    currently using?
    of content, through the right channel, at the right time in the buyer’s journey.

    As in 2014, one of the primary research goals of this study was to determine
    the relationship between content type and effectiveness.
    FIGURE 1: CURRENT TYPES OF INTERACTIVE CONTENT
    The content types used in this study were:
    Assessments remain the most popular type of interactive content.

    Passive content Assessments 23%


    That which stimulates little or no engagement. It is gener-
    ally static, and a text-based white paper is an example of Interactive White Papers 22%
    this type of content.
    Contests 19%

    Interactive content Quizzes 19%


    That which invites or requires some level of interaction
    Configurators 18%
    or engagement.
    Interactive eBooks/LookBooks 14%

    Calculators 13%

    Wizards 11%

    Games 7%

    Other 1%
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