Long-form content, it turns out, drives leads. A study conducted by the CMO Council reveals that white paper heads the content pack, delivering leads by 24 percent. This is followed by analyst reports (perfect for audiences wanting data) and videos (promotes a more personal relationship with potential buyers), both at 22 percent.
White paper leads
Here are the three other types of content that could grow your business:
1. Webinars
This type of content will have a higher cost per lead. But three in 10 webinar leads, according to sales teams, are rated as being “excellent.”
2. Slide Presentations
Slide presentations deliver lead generation results by 15 percent. You can use slide presentations as the genesis of your white papers.
3. E-books
E-books work because they do offer an easily digestible visual content. With graphical elements and appealing design imagery, your e-books could generate leads.
4. Infographics
Use industry trends to create a narrative, and communicate it with powerful images. Delivering lead generation results by 12 percent, infographics work because they are easy to share — and they make boring yet critical information appealing.