Why content experiences?
Five reasons interactive content is not simply a nice consideration, but a pressing marketing imperative.
1. Optimize your journey for B2B buyers
Today's B2B buyers are typically 70% to a buying decision before actively engaging with sales. They bypass the traditional sales process and rely on their own research to make decisions. As a result, content has never been a more important part of the buying process.
Content experiences allow you to keep B2B buyers engaged with remarkable content at every stage of their journey. Guide them along the most optimal path while giving them the flexibility to self-educate and consume content at their own pace.
of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago.
- DemandGen Report
of B2B marketers say they are successful at tracking the ROI of their content.
- Content Marketing Institute
2. Gain deeper audience insights
Companies spend vast amounts on a martech stack that gets content in front of their buyers. Yet, many still cling to outdated PDFs which cannot be measured, tracked, updated, or even bespoke. The reality is, you can't afford to use a medium you can't track.
Unlike PDFs and other legacy formats, content experiences provide insights into how individuals engage with the content itself, allowing you to draw better conclusions, tie content engagement to ROI, and even follow up with readers based on specific behaviors.
Your content ought to be as intelligent as your MarTech stack.
3. Create better sales and marketing alignment
Legacy formats like PDF offer no information regarding how a lead actually engaged with your content beyond downloading it. This vacuum of information not only leaves you guessing about the quality of your content but also prevents you from knowing how engaged your leads are or what particular topics they’re interested in.
Content experiences let you pass user interactions to your sales team with meaningful context so they can meet buyers at their point of interest.
Salespeople can gather an instant, contextual understanding of every content asset their lead has experienced, right from their CRM.
of B2B buyers prefer to consume interactive and visual content.
- DemandGen Report
4. Drive meaningful engagement
We live in a world of information overload. Attention spans are short, content is abounding, channels are saturated, and only the most extraordinary content gets noticed.
To be effective, digital content needs to keep pace with the habits of modern content consumers. Today's B2B buyers expect content to be digestible, engaging, responsive, interactive, and highly visual.
Content experiences do more than just stand out, they create a resounding, memorable impact.
5. Achieve stronger differentiation
The way brands create and deliver digital content is constantly converging. As the same formulas are used by an ever-growing number of companies, the result is that content all looks and feels the same.
Content experiences are a proven way to differentiate your brand and offer something unique and compelling. It’s a more human way of interacting with your audience as opposed to just pushing resources and hoping people respond.
Make every customer interaction relevant and bespoke. Keep your buyers engaged with remarkable branded experiences for every stage of their journey.
High-growth companies are three times more likely to have a strong differentiation strategy.
- Hinge Marketing Report