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Ten Types of B2B Demand Generation Content

Date posted: January 24, 2017


Spear Marketing Group recently published an infographic on the top types of demand generation content that caught our eye. A key point: there’s no one type of content indicated for every demand generation situation, so it’s good to have a portfolio to draw from to play specialized roles, depending on the audience and objective. This is underscored by the fact that 60% of B2B marketers cite producing engaging content as their biggest challenge.

Here are the top ten types of content according to the infographic:

  1. Infographics
    These are great for engagement— eye catching, easy-to-share— but typically are ungated, so they’re better employed when views are more important than leads.
  2. Free Trials
    Because they require a higher level of commitment than other offers, response rates to free trials will typically be lower, but the respondents tend to be serious prospects. This makes free trials ideal for late-stage offers or situations where lead quality is critical.
  3. Free Consultations
    Designed to create dialogue between your sales team and prospects, free consultations are also likely only to appeal to serious or committed prospects, so may be best utilized as secondary or optional content offers.
  4. White Papers/eBooks
    Ideal for establishing thought leadership or providing information to a very specific part of the sales cycle, these are versatile demand generation tools. Nearly 60% of B2B marketers say they are their top lead generators.
  5. Webinars
    Ideal as “next step” offers designed to re-engage existing leads and move them forward, webinars tend to produce fewer, but more qualified, leads than similar downloadable content. As they can be re-purposed for viewing on demand, they have a long shelf life. Today more than 60% of B2B marketers are employing webinars are part of their content strategy.
  6. Case Studies
    Ideal as mid-to-late stage content offers, case studies can powerfully illustrate a product or service’s real-life value. They’re the only content type B2B marketers rate highly for both popularity and effectiveness.
  7. Videos
    The fast riser in B2B content, videos are best used to engage early-stage leads or increase “stickiness” on landing pages and websites. Some studies now name video as the content most essential to B2B marketers.
  8. Surveys
    Surveys generate engagement at the same time they produce data that can be leveraged for other content.
  9. Buyer’s Guides
    A powerful late-stage tool, these guides appeal to prospects actively evaluating products in a specific category, as well as existing leads looking to take the next step in the process.
  10. ROI Calculators
    These provide the hard data and business case to move forward with your product— and as such, appeal to qualified late stage prospects.

One type of content not listed in the infographic that we believe is important is Blog Posts. These posts both retain a prospects interest over time, and also provide the B2B marketer a good means to stay “on-topic” with his or her product or market as changing forces (e.g., technology, politics, etc.) impact the business environment. And to the extent that the blog is well written, readership tends to come from prospects at all stages.

What do you think? What are your top choices for demand generation content? We’d love to hear from you.