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.
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