MarketingProfs recently published the results of a study by Ascend2, which looked at what kind of content functions best as part of the lead generation process.
The study of 255 marketers revealed that research papers and video are the content types that generate the leads most likely to convert
The report was based on data from a survey of 255 marketers (46% work for B2B firms, 31% for B2C firms, and 23% for hybrid B2B-B2C firms).
46% of marketers revealed that research reports generate leads with a high conversion rate; 44% say it's videos that have the highest conversion rate.
In the show I discuss how surprised I was research papers were top and that blogs are underperforming.
I go on to discuss the ramifications of this for small businesses.