Marketing offers part 1: What types of content?

December 08, 2016

B2B Lead Generation

by Theresa B


Offering valuable content is key to creating a winning inbound lead generation strategy. But the type of content one prospect craves can leave another cold. So how can you make sure you create marketing offers that appeal to everyone consuming them, and more importantly, that convert into solid leads and sales?

Include high-value content types

There’s no shortage of offer formats you can use for your marketing offers – including blog posts, podcasts, live webinars, guides, e-books, and research reports to name a few. But are some worth investing in more than others?

According to a 2014 Demand Gen Report research study, the top three most requested content formats by B2B buyers are whitepapers (78%), case studies (73%), and webinars (67%).

Other top performing offer formats include info-packed e-books with plenty of graphics and how-to guides.

Go visual

  • Infographics: Featuring bite-sized chunks of information couched in attention-grabbing graphics, infographics are very easy for readers to consume and share. In fact, according to Mass Planner, they are liked and shared on social media 3 times more than any other type of content.
  • Videos: Just how powerful are videos to your inbound marketing strategy? Video marketing statistics from Aberdeen research show that companies using video yield 41% more web traffic from search than non-users. 4 out of 5 shoppers say a video showing how a product or service works is important (Animoto, 2015). And Invodo stats show that shoppers who view video are 1.81 times more likely to purchase than non-viewers. /li>

Mix it up

Including a variety of mixed-media content formats will help you connect with the greatest number of prospects, feed your search engine results, and encourage further action. The more content you can provide the better. According to the 2016 Demand Gen Report, 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

Once you’ve generated a good mix of offers, consider grouping some of them into one powerful bundle to make your offer even more irresistible.

Keep in mind that the formats your customer base will respond to best may vary, so it’s a good idea to run your own tests to be sure.

Offer formats matter, but it’s also important to offer the right type of content to the right people at the right time. Learn what content to provide, and when. Stay tuned for part 2.  

For more lead-generation tips, download our free e-book.