A counterpoint to the story from the BMA is a report from ion interactive and Demand Metric that looks at what types of content work best for B2B buyers and when those buyers change from “invisible” content consumers to “active” participants. This study shows a number of insights about content marketing:
- It is most effective early and mid-way in the sales cycle, often before potential clients even have a need. 90% of respondents said this was somewhat or very important.
- One of the toughest content problems is creating engagement opportunities with the biggest barriers being budget and time, not skills.
- Interactive content converts at a 70% rate, vs. passive content at only 36%.
The conversion numbers for passive vs. interactive content:
The effectiveness of content to educate buyers:
There are a lot more charts and insights in the whitepaper, download it at the link below.
Source: ion interactive