Content Marketing Institute Research Reveals the Effectiveness and Momentum of Interactive Content

New Research Shows how Interactive Innovation in Content Marketing is Driving the Future of the Web


ion interactive, the leading provider of interactive content solutions, released new research from Content Marketing Institute (CMI) on the usage and results that content marketers are seeing from the next wave of interactive content experiences. The study, titled Deliver Peak Experiences from Interactive Content authored by CMI Senior Contributing Strategic Analyst, Tim Walters, PH.D. and CMI Chief Strategy Officer, Robert Rose, is based on independent primary research of content marketers randomly selected from a list of more than 20,000.

Audience engagement is often one of the primary goals of content marketing.

Walters and Rose note that the majority of content marketers (53%) are already using interactive content and that the percentage is markedly higher (65%) at the enterprise level. What’s perhaps more telling is that 75% 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, Walters and Rose highlight several compelling stats from their research:  

  • 81% state that interactive content is more effective at the critical engagement stage of “grabbing attention”
  • 79% agree that interactive content enhances retention of brand messaging when combined with traditional marketing tactics
  • 79% 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.”

Walters and Rose go on to say, “However, engagement is not the leading purpose for deploying interactive content, according to the survey. By a large margin, respondents chose educating the audience as the primary purpose (75%), followed by three closely grouped purposes: engagement (59%), lead generation (58%), and creating brand awareness (57%).”

ion interactive CEO and co-founder, Justin Talerico says, “CMI’s research illustrates that marketers are getting business results when they add interactive content to their mix. That said, one of my favorite quotes from this new research is not a stat, but rather an observation made by Walters and Rose that gets to our philosophy and passion: “The web’s internet foundation was specifically built to allow communication, exchange, and interaction. And yet for years, the web was a static, one-way publishing platform. Interactive content puts the “inter-net” at the heart of the web for the first time—it is the “true identity” of the web finally coming to the fore.”

CMI’s Walters and Rose summarized their findings and said, “The expansion of the typical website monologue into a true two-way dialogue can give you deeper insight into what consumers are trying to achieve and how you can help them. It’s the difference between watching customers as they stroll through a store and having a conversation with them. The information and inputs that consumers provide when using interactive content lead to richer profiles, better lead scoring, and improved nurturing of prospects along the buyer’s journey.”

“In the “age of the customer,” and with the increasing economic might of younger, digital-savvy consumers, consumer expectations and demands will soon make interactive content an imperative. …increasing exposure to interactive content will excite an appetite among consumers that cannot be satisfied with traditional passive content alone.” 

Talerico goes on to say, “The research confirms what we’re seeing in the market, and again Walters and Rose said it best: “Quite simply, it’s not a question of whether companies should use interactive content but rather how soon they should start.” 
In support of the research, ion interactive has summarized key data points in an interactive infographic that can be found at: A complete copy of the 19-page research white paper can also be accessed from the infographic.

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012-2015 Inc. 500/5000 company.

ion interactive empowers modern marketers to produce engaging, interactive content marketing that generates and profiles higher quality leads. ion solutions include our agile technology platform and optional services programs. ion’s platform launches, customizes and tests all types of state-of-the-art interactive content marketing experiences without development resources. ion’s interactive infographics, ebooks, assessments, quizzes, lookbooks, interactive white papers, calculators, wizards and configurators deliver competitive differentiation, conversion performance and lead quality for in house and agency teams.

What Does a CEO Look For in a CMO?

As CEO, CMO, and co-founder of ion interactive, Justin Talerico juggles a diverse array of responsibilities. For the Aberdeen Essentials article, “What Does a CEO Look for in a CMO?”, Justin discusses his choice to play the role of CEO and CMO at ion interactive. Justin also chats about traits and qualities to consider when selecting a marketing executive. 

Read the full article here.

EContent Names ion interactive a Trendsetting Product of 2016

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Interactive content leads the way to help marketers deliver useful marketing that people actually want.

Boca Raton, FL — May 3, 2016: EContent named ion interactive as a Trendsetting Product of 2016. EContent strives to help marketers and brands recognize key trends and products to stay modern and competitive. This year, EContent put interactive content at the top of the trends list with marketers seeking increased engagement and improved results using interactive content experiences.

“The number of tools available to those of us working in the digital content space is growing by leaps and bounds. I should know—my inbox is filled with new product announcements every morning,” said Theresa Cramer, EContent Editor. “The job of the 2016 Trendsetting Products List is to let our readers know which of those products are at the leading edge of the industry and can truly help them do their jobs better. Congratulations to the products that made the 2016 list—and thanks for helping improve the digital content ecosystem!”

Recognition by EContent reinforces what modern marketers at global brands and agencies including Anthem, Dell, DHL, Dun & Bradstreet, eHealth, Fiserv, General Mills, HP, Infusionsoft, Iron Mountain, Kabam, NetApp, Nielsen, Paychex, Polycom, Salesforce, Symantec and UBM already know—interactive content differentiates and produces marketing results.

According to Demand Metric independent research, interactive content is 94% more effective at generating marketing conversions; 33% more effective at educating buyers; 60% more effective at differentiating from competitors; and 120% more effective at being shared socially.

“We’re honored that EContent chose ion interactive from the 4,000+ marketing technologies competing for marketers' hearts, minds and budgets,” said Justin Talerico, ion interactive’s co-founder and CEO. “The recognition that interactive content is rapidly raising the bar on what marketing is expected to be is huge for every person who is constantly bombarded with useless puffery. Usefulness delivers value and sets brands far apart from their competition.”

As interactive content moves to center stage, ion interactive is excited to be leading the way on EContent’s list of trendsetters.

About ion interactive: ion interactive empowers modern marketers to produce engaging, interactive content marketing that generates higher quality leads. ion provides an agile technology platform and optional services programs. ion’s platform launches, customizes and tests all types of state-of-the-art interactive content marketing experiences without development resources. ion’s interactive infographics, ebooks, assessments, quizzes, lookbooks, interactive white papers, calculators, wizards and configurators deliver competitive differentiation, conversion performance and lead quality for in-house and agency teams.

5 Ways to Quickly Repurpose your Content

Everyone is doing content marketing. Studies have shown that 2 million+ blog posts are written everyday, while 846,000 hours of video are uploaded to YouTube.

The sea of content can be overwhelming for content marketers, and repurposing your content could be your life saver. Here are a few ideas for repurposing your content:

  • Think holistically
  • Move beyond YouTube
  • Leverage quizzes
  • SlideShare!
  • Go interactive

Read the full article here.

Content Strategies for Account-Based Marketing

Designed to reach a specific set of potential prospects within a target company, Account-Based Marketing is the new ‘it’ trend and quickly on the rise. Anna Talerico discusses the strategies why content marketing is critical for ABM and a few strategies to keep you moving toward ABM success. Here are some of the highlights:

1. Personalize for the organization.
2. Use account-specific subdomains.
3. Create a content-rich microsite.
4. Send a web-based presentation.
5. Arm your sales team with helpful tools.
6. Give your account prospects useful experiences.

Read the full article here.

5 Content Strategies That Live Off the Beaten Path

Good content gets wasted if it reaches the wrong user at the wrong time, which is why it’s so important to think of creative ways to deliver an on-brand message in a way that doesn’t feel intrusive or overwhelming.

Here are a few of our favorite off-the-beaten-path ways to make the most of your content while delivering your message effectively:

  • Tailor Repurposed Visual Content to Social Media Platforms 
  • Make the Most of Your Blog Posts
  • Use Less Text (For More Engagement) 
  • Make Sure Your Video Is Still Great With the Sound Off
  • Think Small 

Read the full article here.

Five Reasons Interactive Content Drives Engagement

Content engagement is on the decline and brands are struggling to stand out from the crowd. Interactive content could be our answer! 

According to William Comchich, CEO of CyberAlert, "Content marketing is becoming less about the words you put on a page and more about the experiences you create for the consumer."

ion interactive’s co-founder, Anna Talerico, goes on to explain how interactive content can get you noticed in any marketplace.

Read the full article here.


Top 50 Content Marketing Resources

Gone are the days of content being merely consumed; today, technology makes it possible to create experiences that are both engaging and interactive. The Interactive Content Marketing Toolkit from Ion Interactive offers real-world, practical advice on best practices, processes, roles, and considerations for launching agile, interactive content marketing experiences.

See the full list here.

The ROI of Interactive Content: A Conversation With ion Cofounder

And I was thinking about that last week when I started a conversation with Anna Talerico, Co-founder and Executive Vice President of Ion Interactive. For the last year or so, ID has been all-in when it comes to interactive content. Talerico has been all-in for over a decade. So it’s no surprise that when I went to write a post about calculating the ROI of interactive content, I called Talerico.

Read the full article here.

Trash Your Paid Search Landing Page: It's Time For Something New

If you generate online leads, chances are one of your tactics is to “gate your content”—enticing visitors to complete a form in order to gain access to a white paper, a webinar or some other type of content asset. It’s an effective approach to capture lead data and is used ubiquitously in paid search campaigns.

Searchers, particularly in the B2B space, are conditioned to click an ad, arrive at a typical landing page, and complete a form to receive a (hopefully) relevant white paper. These pages have become almost comically cookie-cutter and formulaic, no matter how much creativity marketers try to inject into them.

Read full article here.

A Day in the Life of Scott Brinker


As CTO and cofounder of ion interactive, author of the blog, and founder of the MarTech conference, Scott Brinker juggles a diverse set of responsibilities. For the Direct Marketing News Day in the Life feature series, Brinker and his team at ion created the following infographic. To experience the full, interactive infographic, visit

Read full article here.