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Seven Content Types That Will Increase Leads and Conversions

by Andrew Gazdecki  |  
July 6, 2017

If you want your customers and potential customers to think of your content less as annoying advertisement and more as valuable, useful, or enjoyable marketing, you need to rethink your content strategy.

Various content methods generate leads. Visual and interactive content, in particular, can increase not only clickthrough rates (CTR) but also conversion rates for many marketing campaigns, whether email signups, clicks on links, or sales of your product.

Here are seven proven methods to help you increase your leads and optimize conversion rates.

1. Blog Posts

A blog is one of the original types of content marketing, and it can be used to help promote most websites and online stores.

One of the greatest benefits of a high-quality blog is its ability to boost a website's search engine rankings by targeting keywords. A blog with solid advice that draws the attention of consumers can increase traffic to your website and help consumers decide to purchase your product or use your services.

To optimize your blog's CTR and conversion rates, you may need to test blog post frequency, times to post, and content mix. As a starting point, post to your blog weekly during high-traffic times of the year and include a variety of text-only, infographics, and slide content. By testing a range of options, you can fully optimize your conversion rates.

2. Videos

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Andrew Gazdecki is the founder and CEO of Bizness Apps, a do-it-yourself iPhone, iPad, Android, and HTML5 app platform that allows mobile app resellers, or small businesses that have no programming knowledge, to create, edit, and manage mobile apps.

LinkedIn: Andrew Gazdecki

Twitter: @agazdecki

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  • by Ford Kanzler Thu Jul 6, 2017 via web

    Agree with the 7 general categories mentioned. Strongly suggest the kind of content that more often wins attention and action is when a brand demonstrates customer value. This can take several forms. The one which really connects is a case history or satisfied customer story, particularly where a named customer is explaining how they or their business were positively affected by the brand. Companies can tout their benefits all day long. But when the story comes from a paying customer who's used the product or service, prospective customers will pay greater attention and are more likely to believe the info and respond.
    Similarly, when the company is deeply involved in some aspect of positive social improvement such as environmental protection or social justice and they tell the stories about what they're doing or helping non-profits to accomplish, there are people who will pay more attention to the brand and separate it from other competing ones. For me a prime example is outdoor products company Patagonia. I don't work for the company. I've been a customer for over 30 years. They make great products and are a company that does great things for people and the planet. Check out the stories about what they do on their website at:
    The area of CSR communications is truly wide open to businesses which have the guts and commitment to become seriously involved and not just throw some money at a range of problems. What's critical is picking a single area the brand wants to support, which may or may not have a product or service marketing connection, and making an important, documented difference that can be shown and then consistently well reported. You will convert people to your brand. Not everyone. But then nothing marketing can do will ever convert every possible prospect. Long-term, this kind of activity can have significant positive effect on company morale by bringing psychic rewards for employees gained from the positive results being created, if other aspects of employee satisfaction are also being managed well. Happy employees are typically a mark of a successful companies. That's another valuable topic that can be communicated. Happy employees more often help create happy customers.

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