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Which B2B Content Types Deliver Great Leads?

by Ayaz Nanji  |  
July 29, 2015

Product brochures are the most common content type created by B2B marketers, but whitepapers deliver the highest-quality leads, according to a recent report from the CMO Council and the NetLine Corporation.

The report was based on data from a survey of 213 senior B2B marketing leaders (primarily located in North America), with 46% working at brands earning more than $1 billion in annual revenue.

Some 84% of respondents say their company creates product brochures; the next most-commonly created content type is slide presentations (79%), followed by whitepapers (78%), and videos (76%).

However, when respondents were asked to select which content types produce great leads, whitepapers come out on top (cited by 24%), followed by videos (22%), analyst reports (22%), and webcasts (22%).

Below, additional key findings from the report.


  • 31% of respondents say their demand generation strategy is "someplace in the middle"—effective at times and ineffective at others.
  • 29% say their strategy is moderately effective.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Pam Neely Wed Jul 29, 2015 via web

    Another great post as always Ayaz.

    For this particular study, it amazes me they skipped blogs as a content type. Just downloaded the full report and read it - even searched for the word "blog" in the pdf - and found two mentions. Both were in report sponsors' company descriptions or in the accompanying interviews. Not a peep about blogs in the report itself.

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