What’s really holding marketers back from investing in content?

investing in content future of content report

The “rules of engagement” have changed. Though marketers are tasked with creating personalized content, doing it cost effectively and being able to measure performance from initial consumption all the way to ROI is a challenge most face. After speaking with marketers, we found that they have a tremendous content measurement problem, saying that their biggest challenge with content is gaining deeper insights beyond clicks and views or initial consumption.

Not only are marketers being tasked with tying the content they produce to business goals, but they’re also being asked to take measurement far beyond the initial reach and map conversions directly back to the content they’ve invested in. However, they continue to find themselves with only surface-level metrics to connect the dots.

Our recent survey of 500 marketers reveals what’s holding them back from investing in content:

  • 59% say it’s gaining deeper insights beyond clicks and views
  • 58% say that it’s being able to accurately measure ROI
  • 31% say that it’s being able to measure and prove deeper content engagement
  • 31% say that it’s being able to measure and prove conversion behavior driven by content

Let’s take a deeper dive…


Survey: How are content discovery, personalization driving purchase decisions?

Future of Content Consumption

According to The Future of Content: Rethinking Content Consumption report, consumers want to discover content on their own and are tired of brands pushing online ads through interruptive channels. They find it to be irrelevant, impersonal, and overwhelming, taking action to avoid seeing more of the same content in the future.

We recently surveyed more than 1,000 consumers to understand how content discovery and personalization is driving purchase decisions and affecting brand loyalty.

Insights reveal consumers want personalized content experiences that are meaningful, helpful, and valuable to their specific needs and interests. But equally important is their empowerment in discovering it on their own. The younger millennial generation is especially mistrusting of brands pushing interruptive online ads.


Rapt Media transforms Composer, introduces new features and improved usability


It’s rare that we get an opportunity to make changes to some of the foundational pieces of our app, but over the last couple of months, we’ve been working on a big update to the Rapt Media Composer. What started as a code refactor and performance upgrade turned into a rethinking of the user experience and interface.

There’s a lot of new features, and we’re excited to share the results with our customers.

Rapt Media Composer: What’s new?

While everything will be faster and smoother, there are three areas of the Rapt Media Composer that are going to have visible changes.

  • We’ve created a project workflow that allows users to see everything related to their project in one context, from settings to distribution.
  • The persistent media panel allows you to navigate through the Composer while media is uploading.
  • The node editor is now full screen, and we’ve made a few changes to make hotspot creation and styling much easier.

More on these updates below…


Recruit, retain, educate, and inspire with the interactive advantage for talent management

Talent Management interactive advantage

As the digital evolution continues, companies in a variety of industries are seeking creative and new ways to engage talent. Increased mobile connectivity and the growth of social media has changed the way businesses communicate with their modern workforce, creating unique opportunities to influence, educate, and inspire.

Whether it’s recruiting new talent, educating employees, or communicating with a global leadership team, it all circles back to the company story. Interactive video takes engagement to the next level by enabling elements of storytelling and gamification to drive desired outcomes.

The interactive advantage, as we like to call it, is critical to effectively communicating with today’s evolving, digitally-savvy workforce because it provides an authentic way to truly connect with talent for recruitment, training, and professional development.

We created an interactive video to help us explain how new content technology can help you engage your audience by empowering them with choice. In “The Interactive Advantage for Talent Management” video, you’ll learn how interactive video can…


What makes good content? Here’s what 500 marketing creatives had to say


Good content starts with understanding your audience and personalizing the experience to match their unique interests. But how is this achieved? It starts with the content itself. Personalized, engaging, interactive content enables a customer-centric experience while capturing content analytics and insights that allow marketers to further optimize the content experience.

Our recent survey of 500 marketers reveals the key to creating good content.

Here’s what they said:

  • 76% say the key to good content is making it engaging
  • 55% say it’s personalizing it for different audiences
  • 26% say it’s making it measurable beyond clicks and views

Let’s take a closer look at these three key areas…


Newest Rapt Media survey shows marketers largely in the dark with content metrics, personalization

Future of content metrics report

The “rules of engagement” have changed, and marketers are struggling to adapt to an evolving content landscape. Creating one-size-fits-all content and distributing it across channels is no longer a viable strategy for driving personalization, meaningful customer connections, and, as we’ve discovered, it also doesn’t drive the metrics that marketers direly need.

We recently surveyed over 500 marketers to understand how they’re approaching content personalization and where they’re struggling with content measurement as the digital marketing and content technology ecosystem continues to evolve.

Personalization of content at the point of creation is playing a significant role in engaging audiences, but effectively executing content strategies can be costly and difficult to measure. Marketers have traditionally relied on automated distribution technologies as a proxy for personalization, but they’re still struggling to measure audience engagement beyond the initial point of consumption.

“Measuring Content Performance,” the second survey report in our “Future of Content” series, shows marketers have a tremendous content measurement problem rooted in the wrong distribution technology.