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Marketers have witnessed an evolution in content marketing formats. It’s still said that “content is king”, but many marketers are observing growing signs of content fatigue. Even a brilliantly written and beautifully designed white paper must now take its place alongside thousands, even millions of others. Static content is increasingly failing to impress, even if it performs well from an SEO perspective. Marketers are finding that formats that used to work don’t pull audience interest like they once did. The content clutter that is producing content fatigue is causing marketers to innovate with new forms of content, and the common denominator of what works best is engagement. Any content that stimulates engagement with a member of the target audience is far more effective and influential than content that doesn’t. In a study sponsored by ion interactive, we conducted a survey to explore how effectively marketers are using content to influence the buyer’s journey