79% of Marketers Already Using Interactive Content Plan to Increase Their Use in the Next 12 Months

Statistic Info

Think about the last time you took an online assessment or used a web-based calculator. You were probably engaged and learned something useful. It was an “experience,” right?

According to Content Marketing Institute’s latest research, nearly half (46%) of marketers surveyed are using interactive content. Their top reason for doing so? Engagement – followed by educating the audience, creating brand awareness, and lead generation.

More marketers beginning to use interactive content

More than half of the respondents (55%) report that they’ve been using interactive content for fewer than three years (versus 47% last year), indicating more new entrants in the survey. These newer users indicate that 13% of the total content they produce, on average, is interactive.

The longer a company has been producing interactive content, the more likely it is to produce more: Those with three or more years of doing so say that interactive content on average comprises 24% of the total content they produce.

Furthermore, the use of interactive content will continue to rise: 79% of those that use it say they plan to increase their use in the next 12 months (last year, 75% said they anticipated an increase).

More 2018 Stats

Emails with a Single Call-to-Action Increased Clicks 371%

47% of People Expect a Web Page to Load in 2 Seconds or Less

53% of Content Marketers Use Interactive Content in Lead Generation Efforts

E-Commerce Sales Accounted for 11.9% of All Retail Sales Worldwide

Americans Spend 64% of their Shopping Budget In-Store

54% of Shoppers will Purchase Products Left in Shopping Carts if those Products are Subsequently Offered at a Lower Price

33% of Demand Generation Professionals Say That Generation of MQLs is Their Primary Metric for Success

The Average Landing Page Form with 2 Form Fields has Higher Conversions then 1 Form Field

48% of Users Say That if They Arrive on a Business Site That Isn’t Working Well on Mobile, They Take it as an Indication of the Business Simply Not Caring

47% of Website Visitors Check Out a Company’s Products/Services Page Before Looking at any Other Sections of the Site

More Demand Generation Stats

64% of B2B Marketers Generate Leads via LinkedIn

Lack of Resources (Staff, Funding, Time) is the Biggest Obstacle for 61% of Marketers Working on B2B Lead Generation

Organizations With Revenues Under $500 Million Have a Mean Cost Per Lead of Roughly $180; Companies With Revenues Above $500 Million Spend More Than Double That, at Roughly $430 Per Lead

Bundled Nurturing Content Within a Resource Hub (Instead of Multiple Emails) Produced a 3X Increase in Lead to Pipeline Ratio

More than Three-Quarters of Online Shoppers Would Like their Orders Shipped the Same Day

45% of Marketers Are Still Unsure What Role Mobile Marketing will Play in their Demand Gen Strategies

64% of B2B Buyers Said They Prefer Podcasts at the Top of the Funnel

Cost Per Lead Ranges from $150 to $350 on Average, with Larger Companies Paying Higher Costs Per Lead

On Average, Organizations Generate 1,877 Leads Per Month and 1,523 MQLs

Only 19% of Marketers Said They Are Currently using AI-Powered Applications Today, but 36% of Marketers Said They Are Planning to Deploy Them as Part of their Martech Stack in the next 12 Months