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Nine out of 10 B2B marketers are actively using content marketing, regardless of their size or industry.

Here are some lessons learning from the world of content marketing.

1. Focus on engagement

The objective of content marketing has shifted from lead generation to developing effective engagement. A total of 88% of marketers now view the primary goals of content marketing to be enhancing customer loyalty and prospect/customer engagement, according to a survey by Smart Insights.

There is no shortage of content, so marketers need to find ways to enhance the customer experience by going beyond a presentation or a whitepaper. Marketers need an interactive engagement to keep their prospects and customers actively involved.

Using content marketing to deliver a compelling story allows marketers to build an emotional connection with the audience, bringing to life the information and making it relevant, interesting, and useful.

When people are involved in digesting information via an interactive experience (as compared with a passive experience, such as watching a video or reading a whitepaper), they retain up to three times as much information.

In an interactive experience, each piece of content is only presented when and where the user chooses, ensuring that each person gets to navigate a highly relevant and more individual understanding of the products and solutions. Each user decides what sections to explore, and in what sequence and level of detail.

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image of Gavin Finn

Gavin Finn is president and CEO of Kaon Interactive, a provider of interactive 3D marketing and sales applications that help B2B marketers and salespeople consistently demonstrate and differentiate products.

LinkedIn: Gavin Finn