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Which content type generates the most leads?

Chart of the day: Research reports are king! Research reports are the content type that generates the highest conversion rate when used for lead generation

Research reports, video and social media content all provide a high conversion rate.

Reports are viewed as quality content and lead to the highest conversion rates when compared with other types of content. They are helping brands to establish their integrity and credibility.

The report also found:

  • Over half (56%) use a mix of in-house resources and agency/ third party resources to produce their content for lead generation
  • Just under half (49%) report that conversions are increasing marginally
  • Almost 6 in 10 (57%) say that content download forms generate leads with the highest conversion rates, this is followed by webinar registration (42%).

The key takeaway: Research reports and content downloads are performing best for conversion rates. These methods are worth more of your time compared to infographics and case studies.

  • Source: Ascend2 - Lead Generation to Increase Conversions [report]
  • Sample: 255 marketing influencers
  • Recommended resource: Why not check out our Content Marketing Matrix?

By Robert Jones

Robert is Research Analyst at Smart Insights, he works on member research, improving user experience of the Smart Insights site, our partner research reports and helps produce our member content. He is a member of the Market Research Society (MRS) and has over 5 years experience in Insight and UX.

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