Do you use interactive content to influence the buyer’s journey? Fifty-three percent of content marketers we recently surveyed said they do. And what do you think is their top reason for doing so?
You may suspect that it’s engagement (I know I did). I was pleasantly surprised, however, to see that educating the audience was the No. 1 reason (75%) for using interactive content. Sure, 59% said engagement, making it the No. 2 reason (followed closely by lead gen and brand awareness), but educating the audience — one of the key tenets of content marketing — reigned supreme.Continue Reading