Marketers say research reports and videos/motion graphics are the content types that generate the leads most likely to convert, according to recent research from Ascend2.
The report was based on data from a survey of 255 marketers (46% work for B2B firms, 31% for B2C firms, and 23% for hybrid B2B-B2C firms).
Some 46% of respondents say research reports generate leads with a high conversion rate; 44% say videos/motion graphics generate leads with a high conversion rate.
Social media content ranks third (42% say it generate leads with a high conversion conversion rate), followed by webinars/webcasts (40%).
Respondents say content-download pages are the most effective form type for garnering high-quality leads (57% say they generate leads with a high conversion rate); webinar registrations rank second (42%).
Some 85% of marketers say their lead-to-conversion rate is increasing (either significantly or marginally); just 15% say their lead-to-conversion rate is decreasing.
About the research: The report was based on data from a survey of 255 marketers (46% work for B2B firms, 31% for B2C firms, and 23% for hybrid B2B-B2C firms).
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji