By Lauren Dichter, Marketing Consultant at Heinz Marketing

The Case for Interactive B2B Content

As humans, our attention spans are at their shortest ever, thanks to technology. If you don’t believe it, just watch The Social Dilemma on Netflix! Or simply think about how long it takes you to write a decent blog post without removing typical device and app distractions from your environment.

Our shorter attention spans correlate with mobile phone adoption, the growth of social media, and online video sharing, and more.

Consider this sobering fact: We know that in the year 2000 humans had an average attention span of 12 seconds. Fast-forward 15 years, and a Microsoft study from 2015 reports humans had an average attention span of 8 seconds.

Now that you’re privy to this rapid decline in our average attention span, imagine how short it is now that we’re entering 2021 and have more devices at our disposal than ever before!

Dr. Larry Rosen, an international expert in the “psychology of technology” and co-author of the book, The Distracted Mind: Ancient Brains in a High-Tech World, recently stated:

“As we are bombarded by alerts and notifications from our devices, it is not surprising that consumer attention spans are shrinking to dangerously short moments. We are rapidly becoming like Pavlov’s dogs reacting without thinking to a deluge of communication and information.”

Moreover, our collective global attention span is decreasing due to both (1) the abundance of information that demands our attention at any given time, and (2) the many ways in which we can get receive that information.


Take a moment to answer this question; how many devices do you have?

I have a laptop, an Apple iPhone, an Amazon Kindle, an Apple Watch, and an Amazon Alexa. That’s already 5 devices, without the desktop computer and iPad that many people also own!

It’s safe to say that our reliance on our tech devices is here to stay. This means we must incorporate what we know about how that reliance affects our attention spans into the development of B2B content marketing strategies.

A shorter average attention span creates more competition in the B2B space for your prospects’ interest and engagement. So as you strategize for 2021, keep the following 3 things in mind:

  1. People don’t have patience to read through long-form content
  2. People don’t have patience to read through complicated content
  3. The speed of your website matters

About Interactive B2B Content

Interactive B2B content focuses on enhancing the quality of content, not the quantity of it. The whole point is to provide a content experience that the prospect will enjoy and remember, therefore compelling them to move further along their buyer’s journey, and further down your company’s marketing/sales funnel.

Take your audience on a journey; don’t just dump information on them.

Requirements for Interactive B2B Content

Interactive B2B content requires building new technology into the marketing mix, but sometimes, it’s as simple as copying + pasting code into your browser! Even if you don’t have access to a developer, creating interactive B2B content is doable.

But in case you’d like a helping hand, here’s a list of 10 tools companies can use to create interactive content.


Here are my favorite interactive B2B content pieces I’ve come across, including their formats and benefits. I recommend either looking at or experiencing each one! They’re pretty quick, and since they’re interactive, the time will fly by…

How can you leverage interactive B2B content in your marketing strategy? Which of your content lends itself well to an interactive format? Where in the funnel will you use interactive B2B content to generate and drive demand?

Let’s all ponder these questions as we enter a fresh new year!