A clear lack of actionable content performance metrics
With often hard-to-measure costs and returns, content marketing ROI or value isn’t always crystal clear. According to our survey, only 5% of marketing professionals said they could confidently measure the performance of their content. In comparison, almost half (48%) had little to no access to the insights needed to prove the value of their content. This indicates that many companies still do not have the proper processes to compile, analyze, and report this data to support company objectives and that greater emphasis still needs to be put on measuring content performance.
PDFs on the way out, highly immersive experiences in
Digital interactions and technology are fast becoming an expectation, with over 91% of B2B buyers preferring interactive and visual content over traditional formats. Unsurprisingly, more marketing professionals are moving away from PDF legacy formats and this was reflected in our survey results too, which showed that 71% of respondents opted for other formats when it came to their gated content. Of those, 20% are able to include interactive features in their gated content.
Our gated content is offered exclusively in pdf format.
“Unlike PDFs, modern web technology is responsive, incorporates rich media, is fully measurable, and is highly interactive and bespoke.”
- Anoma van Eeden