Content Marketing Institute
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Deliver Peak Experiences with

Interactive Content

Deliver Peak Experiences with

Interactive Content

Data from Content Marketing Institute’s 2016 Research Study

Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content

Today’s Content Marketers:

Today's Content 
Marketers:

75% Plan to increase their use of interactive content in 2016

75% plan to increase their use of interactive content in 2016

75% Plan to increase their use of interactive content in 2016

75% plan to increase their use of interactive content in 2016

81% Agree that interactive content grabs attention more effectively (than static content)

81% agree that interactive content grabs attention more effectively (than static content)

81% Agree that interactive content grabs attention more effectively (than static content)

81% agree that interactive content grabs attention more effectively (than static content)

79% Agree that interactive content enhances retention of brand messaging

79% agree that interactive content enhances retention of brand messaging

79% Agree that interactive content enhances retention of brand messaging

79% agree that interactive content enhances retention of brand messaging

79% Agree that interactive content results in repeat visitors and multiple exposure

79% agree that interactive content results in repeat visitors and multiple exposure

79% Agree that interactive content results in repeat visitors and multiple exposure

79% agree that interactive content results in repeat visitors and multiple exposure

Marketer’s Top 3 Reasons for Using Interactive Content

Education is the #1 reason for using interactive content

Education

is the #1 reason for using interactive content

Education is the #1 reason for using interactive content

Education

is the #1 reason for using interactive content

Engagement is the #2 reason for using interactive content

Engagement

is the #2 reason for using interactive content

Engagement is the #2 reason for using interactive content

Engagement

is the #2 reason for using interactive content

Lead Generation is the #3 reason for using interactive content

Lead Generation

is the #3 reason for using interactive content

Lead Generation is the #3 reason for using interactive content

Lead Generation

is the #3 reason for using interactive content

Top 3 Most Used Types of Interactive Content

Assessments are the most-used type of interactive content

Assessments

are the most-used type of interactive content

Assessments are the most-used type of interactive content

Assessments

are the most-used type of interactive content

Calculators are the second most-used type of interactive content

Calculators

are the second most-used type of interactive content

Calculators are the second most-used type of interactive content

Calculators

are the second most-used type of interactive content

Contests are the third most-used type of interactive content

Contests

are the third most-used type of interactive content

Contests are the third most-used type of interactive content

Contests

are the third most-used type of interactive content

53% of the total content marketer respondents indicated that their organization has used interactive content as part of it's overall mix of content marketing tactics to influence the buyer's journey.

53% of the total content marketer respondents indicated that their organization has used interactive content as part of its overall mix of content marketing tactics to influence the buyer’s journey.

Top 3 Most Used Types of Interactive Content

Assessments are the most-used type of interactive content

Assessments

are the most-used type of interactive content

Assessments are the most-used type of interactive content

Assessments

are the most-used type of interactive content

Calculators are the second most-used type of interactive content

Calculators

are the second most-used type of interactive content

Calculators are the second most-used type of interactive content

Calculators

are the second most-used type of interactive content

Contests are the third most-used type of interactive content

Contests

are the third most-used type of interactive content

Contests are the third most-used type of interactive content

Contests

are the third most-used type of interactive content

Top 3 Places Interactive Content is Used

Landing Pages are the #1 Place Where Interactive Content is Used

Landing Pages

Landing Pages are the #1 Place Where Interactive Content is Used

Landing Pages

Social Media Platforms are the #2 Place Where Interactive Content is Used

Social Media Platforms

Social Media Platforms are the #2 Place Where Interactive Content is Used

Social Media Platforms

Microsites are the #3 Place Where Interactive Content is Used

Microsites

Microsites are the #3 Place Where Interactive Content is Used

Microsites

Interactive content adds another dimension to the web that enables viewers to actively participate and effectively contribute to the meaning and value of the content.

Interactive content adds another dimension to the web that enables viewers to actively participate and effectively contribute to the meaning and value of the content.

Top 3 Places Interactive Content is Used

Landing Pages are the #1 Place Where Interactive Content is Used

Landing Pages

Landing Pages are the #1 Place Where Interactive Content is Used

Landing Pages

Social Media Platforms are the #2 Place Where Interactive Content is Used

Social Media Platforms

Social Media Platforms are the #2 Place Where Interactive Content is Used

Social Media Platforms

Microsites are the #3 Place Where Interactive Content is Used

Microsites

Microsites are the #3 Place Where Interactive Content is Used

Microsites

53% of the total content marketer respondents indicated that their organization has used interactive content as part of it's overall mix of content marketing tactics to influence the buyer's journey.

Interactive content enables brands to educate an audience in a way that lets the audience participate in the experience, a key way to secure engagement.

Top 3 Methods For Measuring Interactive Content

Traffic is the #1 Method For Measuring Interactive Content

Traffic

Traffic is the #1 Method For Measuring Interactive Content

Traffic

Conversion is the #2 Method For Measuring Interactive Content

Conversion

Conversion is the #2 Method For Measuring Interactive Content

Conversion

Sharing is the #3 Method For Measuring Interactive Content

Sharing

Sharing is the #3 Method For Measuring Interactive Content

Sharing

Top 3 Methods For Measuring Interactive Content

Traffic is the #1 Method For Measuring Interactive Content

Traffic

Traffic is the #1 Method For Measuring Interactive Content

Traffic

Conversion is the #2 Method For Measuring Interactive Content

Conversion

Conversion is the #2 Method For Measuring Interactive Content

Conversion

Sharing is the #3 Method For Measuring Interactive Content

Sharing

Sharing is the #3 Method For Measuring Interactive Content

Sharing

By it's very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It's a great way to capture attention right from the start. Individuals have to think and respond, they can't just snooze through it.

“By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond, they can’t just snooze through it.”

~ Scott Brinker

The Number 1 Reason For Not Using Interactive Content

Number 1 Reason For Not Using Interactive Content

Lack of Staff or Bandwidth

is the #1 reason for not using interactive content

Number 1 Reason For Not Using Interactive Content

Lack of Staff or Bandwidth

is the #1 reason for not using interactive content

The Number 1 Reason For Not Using Interactive Content

Number 1 Reason For Not Using Interactive Content

Lack of Staff or Bandwidth

is the #1 reason for not using interactive content

Number 1 Reason For Not Using Interactive Content

Lack of Staff or Bandwidth

is the #1 reason for not using interactive content

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