L'article
In the LeadGen equation, three variables work in synergy to achieve conversion:
- The content reflects the brand’s expertise, know-how and/or identity and provides the right level of information.
- Distribution channels share this content to make it visible to the target audience.
- Calls to Action (CTAs) convert the reader’s interest into a business opportunity.”
In the first episode of this series, we explored the best practices for creating and utilizing LeadGen-oriented content. Today, we will review the most relevant formats and distribution channels for generating B2B leads.
#1 The blog post, the must-have at the top of the funnel
More than 9 out of 10 B2B companies engage in blogging, 76% of B2B marketers claim to generate leads from their blog, and companies with an active blog generate 67% more leads than others[i].
Even though the blog faces increasing competition from more dynamic channels like social media and email marketing, it remains a cornerstone in companies’ LeadGen strategies, both for SEO reasons (a site without traffic cannot generate leads, by definition) and for broader marketing considerations.
On the SEO side, a website with a regularly updated blog will have more pages indexed on Google, cover a broader range of keywords related to its core business, and send a freshness signal to search engines.
From a marketing perspective, the blog post feeds the top of the funnel to guide the target audience towards more in-depth content (access to which is typically conditioned on completing a LeadGen form).
But this is not its only benefit:
- Because it is easy to implement (compared to a white paper or video), it is the ideal format to respond to current events in your industry.
- After publication, the article can be regularly updated to become the most comprehensive content on the web regarding the topic.
- The blog serves as the foundation of a cross-channel strategy as it feeds your other communication channels (social media, newsletters, etc.).
👉 The distribution channels for this format include blog, LinkedIn, Twitter for certain sectors (particularly tech, finance, and digital marketing), and email marketing.
#2 Studies, or the unique Lead Magnet
Feeding decision-making with reliable, relevant, and contextualized data. This is the challenge that over 70% of leaders struggle to meet[ii].
By regularly offering unique studies to your target audience, you address a real and clearly expressed pain point.
Studies allow you to create first-hand data that won’t be found with your competitors (by definition). This exclusivity is inherently valuable for your brand.
Moreover, if you can make the numbers speak to derive actionable insights, you will likely achieve an excellent marketing ROI from your study (in terms of LeadGen, but also brand awareness, SEO through generated external links, brand perception, etc.)
More indirectly, studies open up interesting PR opportunities, as specialized media are always on the lookout for quantitative data to support their articles. This exposure can drive traffic to your website/blog and potentially generate new leads.
👉 The distribution channels for this format include landing page, blog (teaser article and CTAs in articles), email marketing, email signature, LinkedIn (posts and InMail), distribution by sales representatives during interactions with prospects, during webinars (as supplementary resources), and PR…
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#3 The white paper, a guarantee of expertise
While the blog post is primarily a good SEO format, the white paper serves as a support for expertise. It is in this 6 to 20-page document that you can present a structured argument, demonstrate your know-how, and build your credibility in your field.
This format allows you to break down a complex issue, present exclusive data from your studies, share client case studies, detail a new approach, or educate your market on emerging concepts.
In the middle of the funnel, the white paper engages your prospects while confirming your expertise. It is also an excellent lead qualification tool, as prospects who invest time in reading this in-depth document are generally more qualified and further along in their purchasing consideration.
Unlike ephemeral formats (LinkedIn posts and email marketing), the white paper has longevity: it continues to generate leads long after its publication and can be adapted into several more digestible formats to minimize content creation costs
👉 The distribution channels for this format include landing page, email marketing, email signature, LinkedIn (posts and InMail), distribution by sales representatives during interactions with prospects, blog (CTAs in articles), and during webinars.
💡Did you know: 67% of the most successful B2B companies regularly produce white papers and ebooks[iii].
#4 Video Formats: From WebTV to Short Clips
WebTV addresses most of the challenges faced by B2B sales and marketing departments, starting with LeadGen. In 2023, the average webinar recorded 457 registrants, with a conversion rate of 6% to 50%, resulting in between 27 to 228 leads generated per session.
🔗 To learn more about this format, you can check out our report “WebTV in B2B: ROI, Impact on Revenue, and Our 7 Practical Tips“
Short videos, already essential on mainstream social media, are increasingly making their mark in B2B for several reasons:
- 64% of buyers are millennials or younger.
- LinkedIn has launched a news feed consisting of 100% of short videos.
- 81% of B2B decision-makers prefer to watch a video to understand a product rather than read a brochure.
🔗 To learn more about this format, you can check out our report “WebTV in B2B: ROI, Impact on Revenue, and Our 7 Practical Tips“
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Discover our services.
[i] https://masterblogging.com/how-many-businesses-have-a-blog/#:~:text=Overall%2C%2090%25%20of%20businesses%20use,their%20number%20one%20SEO%20tactic
[ii] https://www.oracle.com/news/announcement/decision-dilemma-2023-04-19/
[iii] https://contentmarketinginstitute.com/articles/b2b-power-content-marketing-research/