HubSpot reports that the less companies know about their KPIs, the less likely they are to meet their revenue goals.
Seventy four percent of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities.
That’s an alarming statistic—and one that can be combated with the adoption of interactive content.
Let’s take a look at the state of content marketing revenue today, and see how one company is leveraging interactivity to boost engagement, create better leads, and drive sales and marketing alignment from within their content marketing program.
Content Marketing: Where Do We Stand?
Our friends at Demand Metric report that content marketing creates three times as many leads as outbound marketing and costs 62% less.
It’s no wonder content remains at the epicenter of organizations worldwide. In today’s climate it’s clear that relevant content is generating traffic, engaging audiences, and driving conversions. But with so many using content marketing to thrive, we’ve encountered a complex problem that’s rooted in information overload—content is everywhere we look (plus everywhere we’re not looking).
Content’s under every rock and stuffed in every drawer. It’s towering over our heads and it’s being written and published faster than you can say make.
This content avalanche has caused users to become more selective, and their preferences have been documented in Demand Gen’s 2018 Content Preferences Survey Report. That study revealed that blogs and podcasts are becoming increasingly trusted resources, and that 36% prefer interactive content formats when they are consuming content related to a potential purchase online.
That same survey revealed that users typically engage with 3-5 content pieces before reaching out to a salesperson—an important fact when considering how your content marketing program can best contribute to your overall revenue goals.
Using Interactive Content to Drive Revenue
Content marketing revenue will exceed $300 billion by 2019, according to Statista.
The increasing use of interactive content certainly contributes to that prediction, with 96% of Demand Metric study participants stating that content interactivity impacts buyers’ decisions as they go through their journey.
Generating 4-5x more page views and converting 2x better than static content, interactive experiences drive results and revenue through audience engagement and the incredible metrics and data provided by the experiences themselves.
Purchasing Power Uses Interactive Content to Convert
We’ve touched on Purchasing Power’s interactive content success in the past, but how did their successful pieces contribute to their revenue goals?
By building interactive pieces like solution finders and assessments, Purchasing Power achieved 4x higher e-commerce conversions, exceeding their goal by 80%. They replaced pages of static content with engaging experiences that kept users on the page—and encouraged a purchasing decision.
Have questions about how you can get started? Get caught up on past interactive content webinars here.
This post has been refreshed for accuracy, March 2019.
Kate Mills is an Editorial Content Strategist at ScribbleLive.