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Which content type generates the most leads?

Author's avatar By Robert Jones 05 Sep, 2017
Essential Essential topic

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?
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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