Embrace Creativity With Interactive Content

How B2B Marketers Can Avoid the Bane of Boring Content

Maya Angelou's words ring true - "The more you use creativity, the more you have". However, many marketers have strayed away from creativity in the digital age, instead focusing on data and metrics for their content. A survey of 1,000+ marketing professionals found that one-third of them found their own companies content boring. This low-value content sends a message that their company is low-value too.

Interactive content is a powerful antidote to this monotonous world. It is designed to create an engaging and captivating experience, with motion and animation. An example of this is cybersecurity risk platform Tenable, who used a Halloween themed game to power a report on insights into operational technology attacks. Interactive content can also create empathy and understanding through engagement, like IT service provider Cognizant's infographic on a day in the life of an employee.

Unfortunately, many companies underestimate the value of design, with 90% of survey respondents agreeing that content designed to create an experience performs better, yet only one-third of content being interactive. To fix this, marketers should take back their creativity and focus on design, as well as risk-taking, skills and pride of ownership towards their work to create valuable content that emotionally connects to their audience.