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Technology marketers have tough jobs. Not only must they master their company’s sometimes complex products and offerings, but they also need to communicate quickly and succinctly — and in a way that is different from what their competitors are doing. Complicating matters is the long and often complex buyer’s journey. But, there is good news.
Now in its seventh year, the Content Marketing Institute/MarketingProfs annual survey of content marketers has evolved with the times. In 2010, content marketing was little more than a buzzword. Most marketers dabbling in the approach were curious about the tactics (e.g., blogging, webinars, events) their peers were using and how well those tactics were working.
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.