Top 10 Types of B2B Lead Generation Content
by MGB2B
Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.
Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!
- White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
- Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
- Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
- Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
- Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
- Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
- Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
- Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
- Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
- Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.
From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.