B2B Marketing Ignite results
Find out where B2B marketers think they should spend their budget to get the best reader engagement. #beatdisposablecontent
B2B Marketing Ignite 2018
The results from Turtl's Gallery of Disposable Content
Introduction: The Gallery of Disposable Content
We produce more articles, blog posts, whitepapers and other content than ever before — but how often do we pause to think about whether our content is working as hard as it could for our businesses and our readers?
The Gallery of Disposable Content at B2B Marketing Ignite served to provoke, entertain and challenge the content status quo.
We hope you enjoyed the exhibits, learnt a little and came away with a new perspective.
Over the course of the event we asked where marketers would spend their budgets to get the best reader engagement:
- Blog Posts
- Interactive Content
- PDF Documents
And now the results are in.
Where can you get the best reader engagement?
Thank you for voting! It's great to see B2B marketers taking such a strong interest in this fascinating topic. So, where should you spend your marketing budget to get the best reader engagement?
- Interactive content: 72%
- Blog posts: 22%
- PDF documents: 6%
After years of relying on non-interactive formats, it is good to see a shift in mindset from b2b marketers towards interactive content and a step away from old formats like pdf. This also illustrates a will to provide readers with more relevant and engaging content and to create better content.
We do hope that this vote reflects a real trend for the years to come and that it can help us work together towards the end of disposable content.
Cut through the noise
Enter interactive content. Getting your readers to become emotionally involved with your marketing is guaranteed to grab and keep their attention.
The most read article in the The New York Times in 2013 was an interactive quiz. Given the quality and nature of the Times' overall content, this a very telling statistic.
And a recent Demand Metric report found that interactive content was 93% effective at educating buyers and 88% effective at distinguishing a brand from its competitors.
According to a Content Marketing Institute study from June 2016, 81% of respondents say interactive content is more effective at getting audiences' attention.
However getting interactive online content right is posing problems for marketers. Flexibility of tools, time constraints, skill-sets, deadlines and costs are all major issues that are being faced.
"By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios.
It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it."
Scott Brinker, ChiefMartec.com
These days there is simply too much content online to navigate and more and more is produced every minute.
Currently there are circa 47 billion webpages comprising 100 trillion words. Two million blog posts are made each day and around 300 to 500 new websites are created every minute. That's almost an incomprehensible amount of content and it's no wonder that much of it never gets read, never even reaches its intended audience.
A whopping 81% of people just skim read content on the Internet. But that's not particularly surprising when you consider the way in which a large degree of content is delivered - a lot exists as scrolling text which is arduous for the brain to read. Fatigue sets in - the reader never gets to the end.
Yet we have the capability to make online reading more accessible, we surely understand how it could be more effective, so why do so few people take advantage of this knowledge?
"Content marketers have reached a market saturation point where increased effort yields diminished results."
Did you know?
The average internet user only reads 20% of a page. (Source, Jakob Nielson, Userability Consultant).
27 million pieces of content are shared each day.
Outdated tools and processes
According to Marshall McLuhan, one of the fathers of modern communication theory, the medium is the message.
If that is indeed the case, why are so many marketers in 2018 still happy to just dump text in a PDF and use offline and non-digital tools to produce online content?
A lot of the content being produced at the moment seems to display similar characteristics.
Flat, passive, low-visual presentation
No interactivity, limited imagery and no intent to exploit psychological principles on how we process information as human beings.
Little (or no) measurement
The content doesn't involve a proper feedback loop aside from maybe clicks. How can you tell what people liked and didn't like? The content doesn't resonate and is poorly targeted due to a lack of understanding of the intended audience.
Costs and complexity
Outdated processes lead to higher costs and fragmentation.
All of the above symptoms lead to the creation of more disposable content fighting for attention and a waste of marketing resources.
Did you know?
The PDF was launched back in 1993 and hasn't evolved much since.
There are currently 2.5 trillion PDFs in circulation in the world.
Join the good fight
- Disposable content is wasting our resources and leaves value on the table\- We have the tools, techniques and knowledge to unlock this value\- The timing is right to act now