Content Experience Impact and the Buyer’s Journey Report

Resource Overview

ion interactive and Demand Metric conducted a survey to explore how effectively marketers are using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

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Introduction

In 2014, ion interactive and Demand Metric conducted a survey to explore how effectively marketers were using content to influence and support the buyer’s journey, which has continued to materialize as a key success factor in marketing.

At the time, cost and technology barriers to deploying interactive content were falling fast, and interactive content was the recommended approach for companies looking for higher levels of audience engagement.

The Content Experience Impact and the Buyer’s Journey study is now in its second edition.

In addition to exploring how the use of content within the buyer’s journey has evolved, we sought to determine whether companies that are experiencing revenue growth are leveraging content in different ways and what advantages they are realizing as a result.

These study results provide insights and data useful for comparison, planning, and improving the content marketing process.

 

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Content-Type Effectiveness and Performance
  4. The Buyer's Journey
  5. Buying Stage Content Effectiveness
  6. Content-Marketing Challenges
  7. Budget and Metrics
  8. Analyst Bottom Line
  9. Acknowledgements

  10. Appendix - Survey Background

 

Research Methodology

This Demand Metric Content Effectiveness and the Buyer’s Journey Benchmark Study survey was administered online during the period of January 3, 2018, to January 21, 2018. During this period, 428 responses were collected, 290 of which were complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.