INTERACTIVE INFOGRAPHIC
INTERACTIVE INFOGRAPHIC

Demand Metric's 2018 Benchmark Study

Content Experience Impact and the Buyer's Journey

How can we better understand the buyer? Demand Metric’s 2018 study reveals how marketers are leveraging static and interactive content to influence customers during the buyer’s journey.

Content Experience Impact and the Buyer's Journey

Key Findings

The Demand Metric Survey revealed the following 6 key interactive content insights:

45% believe interactive content is more effective in the middle stage (consideration) of the buyer’s journey than passive content.

EFFECTIVENESS

45% believe interactive content is more effective in the middle stage (consideration) of the buyer’s journey than passive content.

45% believe interactive content is more effective in the middle stage (consideration) of the buyer’s journey than passive content.

EFFECTIVENESS

45% believe interactive content is more effective in the middle stage (consideration) of the buyer’s journey than passive content.
96% of study participants believe that content interactivity impacts buyers’ decisions as they go through their journey.

INTERACTIVITY

96% of study participants believe that content interactivity impacts buyers’ decisions as they go through their journey.

96% of study participants believe that content interactivity impacts buyers’ decisions as they go through their journey.

INTERACTIVITY

96% of study participants believe that content interactivity impacts buyers’ decisions as they go through their journey.

90% believe interactive content is effective at educating buyers, vs. 65% who believe passive content is effective.

INTERACTIVE VS. PASSIVE

90% believe interactive content is effective at educating buyers, vs. 65% who believe passive content is effective.

90% believe interactive content is effective at educating buyers, vs. 65% who believe passive content is effective.

INTERACTIVE VS. PASSIVE

90% believe interactive content is effective at educating buyers, vs. 65% who believe passive content is effective.

66% of study participants have only basic or no measurements of content marketing effectiveness.

MEASUREMENT

66% of study participants have only basic or no measurements of content marketing effectiveness.

66% of study participants have only basic or no measurements of content marketing effectiveness.

MEASUREMENT

66% of study participants have only basic or no measurements of content marketing effectiveness.

57% of revenue-growth companies report their content is most effective in the middle and late stage of the buyer’s journey.

EFFECTIVE STAGES

57% of revenue-growth companies report their content is most effective in the middle and late stage of the buyer’s journey.

57% of revenue-growth companies report their content is most effective in the middle and late stage of the buyer’s journey.

EFFECTIVE STAGES

57% of revenue-growth companies report their content is most effective in the middle and late stage of the buyer’s journey.

52% of study participants report that budget constraints are their biggest barrier to content marketing, followed by staffing/resource constraints (48%) and technical skills (37%).

CONTENT MARKETING BARRIERS

52% of study participants report that budget constraints are their biggest barrier to content marketing, followed by staffing/resource constraints (48%) and technical skills (37%).

52% of study participants report that budget constraints are their biggest barrier to content marketing, followed by staffing/resource constraints (48%) and technical skills (37%).

CONTENT MARKETING BARRIERS

52% of study participants report that budget constraints are their biggest barrier to content marketing, followed by staffing/resource constraints (48%) and technical skills (37%).

Effectiveness of Interactive Content

Marketers utilize different types of interactive content depending on need.

Today, marketers have to do more than simply produce content. The content produced has to stand out from the crowd. Top performing companies are doing an effective job of using content to differentiate from their competitors and to help educate buyers.


Interactive content consists of many different types which support different stages of the buyer’s journey.


According to the study, assessments remain the most popular type of interactive content, followed closely by interactive white papers.

22.6%
ASSESSMENTS
INTERACTIVE WHITE PAPERS
22%
QUIZZES
19%
CONTESTS
19%
CONFIGURATORS
18%
EBOOKS & LOOKBOOKS
14%
CALCULATORS
13%
WIZARDS
11%
GAMES
7%
Other
1%

Interactive Content and Revenue Growth

68% of companies in this study experienced a modest or significant increase in revenue growth last fiscal year.

68% of companies in this study experienced a modest or significant increase in revenue growth last fiscal year.
68% of companies in this study experienced a modest or significant increase in revenue growth last fiscal year.

The vast majority of survey participants (68%) described revenue growth at their company as modest or significant increase, 17% rated it as flat or showing no growth, and 15% rated their revenue growth as modest or showing significant decline.

Performance of Interactive Content

 Interactive content is more likely to be effective than passive content.

90% say Interactive Content is More Effective at Educating the Buyer

90% EDUCATING BUYER

84% Say Interactive Content Improves Differentiation

84% EDUCATING BUYER

63% Interactive Content Improves Sharing Frequency

63% EDUCATING BUYER

EDUCATING BUYER

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DIFFERENTIATION

DIFFERENTIATION

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SHARING FREQUENCY

SHARING FREQUENCY

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90% EDUCATING BUYER
  • INTERACTIVE
  • PASSIVE
Educating Buyer Interactive
Content Effectiveness
Educating Buyer Static
Content Effectiveness

EDUCATING BUYER

EDUCATING BUYER

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DIFFERENTIATION

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SHARING FREQUENCY

SHARING FREQUENCY

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84% EDUCATING BUYER
  • INTERACTIVE
  • PASSIVE
differentiation Interactive
Content Effectiveness
differentiation Passive
Content Effectiveness

EDUCATING BUYER

EDUCATING BUYER

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DIFFERENTIATION

DIFFERENTIATION

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SHARING FREQUENCY

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63% EDUCATING BUYER
  • INTERACTIVE
  • PASSIVE
Sharing Interactive
Content Effectiveness
Sharing Passive
Content Effectiveness

Interactive Content and the Buyer’s Journey

Most believe that engaging buyers early in the journey is critical.

64% of people cite shared values as the main reason they have a relationship with a brand.

EARLY INTEREST

37% of buyers reveal their interest to vendors early in the journey.

64% of people cite shared values as the main reason they have a relationship with a brand.

EARLY INTEREST

37% of buyers reveal their interest to vendors early in the journey.

64% of people cite shared values as the main reason they have a relationship with a brand.

ENGAGE EARLY

78% of respondents believe that engaging buyers earlier in their journey is important.

64% of people cite shared values as the main reason they have a relationship with a brand.

ENGAGE EARLY

78% of respondents believe that engaging buyers earlier in their journey is important.

64% of people cite shared values as the main reason they have a relationship with a brand.

REVEAL STAGE

85% of revenue growth companies report their buyers reveal themselves during the early and mid-way stages of their journey.

64% of people cite shared values as the main reason they have a relationship with a brand.

REVEAL STAGE

85% of revenue growth companies report their buyers reveal themselves during the early and mid-way stages of their journey.

Stages and Content Effectiveness

When is content most effective in the journey? Learning the stages of the journey can help us better understand the buyer.

As content marketing continues to evolve, the importance of delivering the right content at the right time has intensified.

Early stage: when buyers become aware of their need and begin the process of collecting information and discovering solutions


Middle stage: when buyers begin purchase consideration of solution alternatives


Late stage: when buyers have enough information and are ready to make a purchase decision and transaction.

64% of people cite shared values as the main reason they have a relationship with a brand.

Survey participants report their content is most effective in the early stage of the buyer’s journey.

64% of people cite shared values as the main reason they have a relationship with a brand.

Survey participants report their content is most effective in the early stage of the buyer’s journey.

  • INTERACTIVE
  • PASSIVE
Stage - Interactive

Early Stage
(informational, need awareness, discovery)

Middle Stage
(consideration)

Late Stage
(transactional, decision)

Stage - INTERACTIVE

Early Stage
(informational, need awareness, discovery)

Middle Stage
(consideration)

Late Stage
(transactional, decision)

Static vs. Interactive Effectiveness

Interactive content is far more effective in the middle (consideration) stage, with 45% of survey respondents reporting their content is more effective.
 

Contrast this with only 38% of passive content reporting effectiveness in the same stage.

Content Marketing Barriers

Barriers such as budget and staffing constraints can complicate content marketing.

52% of respondents report budget constraints as the biggest barrier to content marketing.

BUDGET CONSTRAINTS

52% of respondents report budget constraints as the biggest barrier to content marketing..

52% of respondents report budget constraints as the biggest barrier to content marketing.

BUDGET CONSTRAINTS

52% of respondents report budget constraints as the biggest barrier to content marketing.

48% of respondents report staffing/resource constraints as the biggest barrier to content marketing.

STAFFING CONSTRAINTS

48% of respondents report staffing/resource constraints as the biggest barrier to content marketing.

48% of respondents report staffing/resource constraints as the biggest barrier to content marketing.

STAFFING CONSTRAINTS

48% of respondents report staffing/resource constraints as the biggest barrier to content marketing.

52%
Budget Constraints
Staffing/resource constraints
48%
Technical skills
37%
Time Constraints
37%
Limited Buyer Knowledge
35%
Creative Skills
30%
Production Skills
27%
Limited Competitor Knowledge
23%
Other
3%

Content Marketing Challenges

41% report their content doesn’t create enough engagement.

TOP 5 CHALLENGES

1

Content doesn’t create enough opportunities for interaction and engagement

2

Content quality is insufficient

3

Content is not generating much interest or getting much attention

4

Content formats (e.g. text-based white papers) are boring or uninspiring

5

Content quality is poor

41% does not create enough opportunities for interaction, engagement, and attention.

#1 CHALLENGE

41% of marketers surveyed say that their content does not create enough opportunities for interaction, engagement, and attention.

41% does not create enough opportunities for interaction, engagement, and attention.

#1 CHALLENGE

41% of marketers surveyed say that their content does not create enough opportunities for interaction, engagement, and attention.

Ready to Create Your Own Interactive Content Strategy?

Download the 2018 Demand Metric Report & Action Plan

Demand Metric created a 5-point plan of action for marketers to start effectively leveraging content. Find the plan, along with other tips and actionable insights, in the full 2018 Benchmark Study.

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DemandMetric Report:  Content Experience Impact and the Buyer's Journey