Do you Use Interactive Content

46% of Marketers are Using Interactive Content, with the Top Reason for Moving to Interactive Being Better Engagement Around Demand Gen Efforts

Statistic Info

Think about the last time you took an online assessment or used a web-based calculator. You were probably engaged and learned something useful. It was an “experience,” right?

According to Content Marketing Institute’s latest research, nearly half (46%) of marketers surveyed are using interactive content. Their top reason for doing so? Engagement – followed by educating the audience, creating brand awareness, and lead generation.

More marketers beginning to use interactive content

More than half of the respondents (55%) report that they’ve been using interactive content for fewer than three years (versus 47% last year), indicating more new entrants in the survey. These newer users indicate that 13% of the total content they produce, on average, is interactive.

The longer a company has been producing interactive content, the more likely it is to produce more: Those with three or more years of doing so say that interactive content on average comprises 24% of the total content they produce.

Furthermore, the use of interactive content will continue to rise: 79% of those that use it say they plan to increase their use in the next 12 months (last year, 75% said they anticipated an increase).