Content Marketing Institute and ion interactive Release Definitive Interactive Content Research Study

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New 2017 Research Study Shows the Growth, Momentum, and Effectiveness of Interconnected Interactive Content Marketing

The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information.

For the second consecutive year, ion interactive, the leading interactive content platform provider, released new research from Content Marketing Institute (CMI) on the growth and effectiveness of interactive content marketing. The study, titled The Symphony of Connected Interactive Content Marketing was authored by CMI Chief Strategy Advisor, Robert Rose, and is based on independent primary research of content marketers randomly selected from a list of more than 20,000.

Justin Talerico, ion interactive’s CEO, said, “We’re thrilled to see once again the research data reflect the momentum we see in the market. The transition from boring, dumb content to engaging, smart content is rolling and gaining steam.”

The research study defines interactive content as “content that engages participants in a two-way dialogue or exchange, often providing utility and usefulness (e.g., interactive infographics; self-assessments or report cards; quizzes; calculators; interactive eBooks; configurators or solution builders; and interactive lookbooks). Interactive content also may be structured to be dynamic.”

Rose summarizes his findings and says, “The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information. In exchange for entertainment, engagement, or true utility, consumers are trustingly giving over accurate data in order to receive something they perceive as valuable. When you compare this to gating an asset behind a registration screen, or tossing up some demand for information prior to granting access to a piece of content, you begin to see where the value starts to increase.”

Content Marketing Institute’s 2017 study found that 79% of content marketers who are using interactive content plan to increase their use of it in the next 12 months. This is up 4% over 2016 research.

Rose notes the cited benefits of using interactive content are similar to last year with “grabbing attention more effectively than static content” leading the way with 87% of marketers agreeing. Right behind was “reusable value, resulting in repeat visitors and multiple exposures” with 77% agreeing. Interestingly, this year’s research revealed changes in the types of interactive content being used, with interactive infographics taking the place of last year’s leader, assessments. 

Rose goes on to summarize his findings by saying, “We can surmise from the research that we will see a lot more interactive content next year.” He then goes on to say:

“Rather than focusing on producing one more piece, or some tactical quantity of interactive content, businesses would be wise to concentrate on getting more deeply connected and developing a more interconnected platform of interactive content experiences.”

“Whether an organization is small, medium, or large, it is much more important to have an interconnected platform of data acquisition throughout the buyer’s journey than to simply throw more content pieces into the Web.”

“…successful businesses are creating a connected network of highly specific, interactive content brands/platforms that deliver value to audiences across their brand experience journey.”

Talerico said, “To us, the most important number in the study is the increase to 79% of marketers using interactive content who expect to use more of it going forward. That’s the most telling endorsement of the effectiveness and buyer usefulness of these interconnected experiences.”

In support of the research study, ion interactive again summarized key data points in an interactive infographic that can be found at: A complete copy of the research study report can also be accessed from the infographic.


Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails, visit


The ion interactive enterprise SaaS platform empowers modern marketers to produce data-driven interactive content at scale and without code. ion’s marketing technology and services deliver measurable business value for hundreds of brands and agencies. ion’s platform launches, customizes and tests all types of engaging interactive digital experiences — infographics, ebooks, assessments, quizzes, lookbooks, interactive white papers, calculators, wizards and configurators. The platform delivers competitive differentiation, conversion performance and lead quality for in-house and agency teams.

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