Not all lead generation content is created equal.

Some can turn your content marketing campaigns into lean, mean, lead generation machines, while others yield little to no results.

Of course, you want more of the former, so you must pick the best ones for your business.

How do you know which type of content to produce to maximize your lead generation efforts? In this post, we break down the top 10 content types to use for lead generation.

Let’s dive in.

The role of lead generation content

The role of lead generation content

Create lead generation content pieces to bring prospective customers to your virtual doorstep.

Content is the lifeblood of digital marketing.

With the right content types, you can:

  • Provide tons of value to your readers
  • Help solve their problems
  • Make their lives so much better
  • Entertain them

These can compel users to take action on your offers, turning casual site visitors into paying customers.

Related: Top 25 Content Types for Inbound Marketing

How to generate leads with content marketing: 10 content types that drive leads

10 best lead generation content formats:

Here are the top 10 most effective lead generation content formats:

1. Video content

According to The State of Video Marketing 2022 by Wyzowl, video has helped 86% of marketers generate more leads.

Video content comes in all shapes and sizes.

For lead generation, marketers can leverage full video tutorials on YouTube, short-form explainer videos on TikTok, in-line product videos on landing pages, and more.

2. Industry reports

Industry reports are perfect for content marketing B2B lead generation. Filled with compelling statistics and information, they drive target audiences to take the desired action.

Original research, often packaged as a downloadable PDF, is a popular opt-in offer in lead capture pages.

3. Ebooks

Ebooks are a time-tested lead magnet that countless brands use to bolster their lead generation initiatives.

Ebook guides are a step up from your usual in-depth blog post.

This lead generation content format is downloadable, visual-heavy, comprehensive, and often contains useful resources (or links to resources) that help readers take action.

4. Survey results

Surveys are perfect for extracting user feedback and identifying your hottest prospects.

You can publish the survey results as another type of original research, which can be used as a lead magnet.

Use tools like Google Forms, SurveyMonkey, and Typeform to conduct your survey. After analyzing the results, use tools like Canva or Piktochart to create and compile data visualizations into a PDF file.

5. White papers

Similar to industry reports and survey results, white papers also offer original research data that can magnetize new leads.

However, white papers are more distinct than industry reports. This type of lead generation content focuses on a key issue and uses data to propose solutions—often mentioning the brand’s own offerings.

6. Case studies

A case study explores the real-world use cases and effectiveness of a product, service, strategy, or campaign.

It walks readers through the customer journey and describes events as they unfold, making the key takeaways more authentic and believable.

Publishing case studies with positive results can serve as verifiable proof of your brand’s credibility and expertise, making prospective leads more likely to take action on your offer.

7. Customer stories

Data shows that 93% of leads read online reviews before making a purchase decision.

Customer success stories are more than just reviews. They narrate a customer’s journey from when they found the product to when they accomplished their goals.

Sometimes, customer success stories are combined into a single, long-form article. This can be used for lead generation by showcasing the kind of results you’re capable of.

8. Webinars

Webinars have a 55% average conversion rate — or a whopping 73% for B2B companies, making this lead generation content format a beneficial one.

Webinars allow users to learn about a topic in a virtual event setting. Users can interact with other attendees, ask questions, and immerse themselves in a controlled learning experience. Hire expert scriptwriters to orchestrate a smooth flow for your webinar.

You don’t need to follow a script throughout the webinar, but having one ensures your marketing goals and audience’s needs are met.

Countless webinars are offered for free in lead generation campaigns, including pre-recorded “on-demand” webinars. Besides raking in new leads, webinars also nurture existing B2B leads and bring them closer to purchasing.

9. Drip email series

Drip email recipients are different from newsletter subscribers.

Unlike newsletter subscribers who receive regular email content, drip email recipients only expect a set number of emails (or emails within a specific time period) to achieve a specific goal.

Make every email count by hiring veteran email copywriters who understand how drip campaigns work and what it takes to succeed.

10. Useful resources

Digital resources, such as cheat sheets, templates, workbooks, and checklists, attract leads who are action-takers. Like other lead generation content formats, these resources can be offered in exchange for the site visitor’s contact information.

FAQs for lead generation content types

FAQs for lead generation content types

What is the most effective way to generate leads?

Use opt-in offers like ebooks, industry reports, and other downloadable resources to increase conversions. Launch paid ad campaigns or invest in influencer marketing if you have the budget.

What type of campaigns are suggested for B2B lead generation?

Webinars, industry reports, white papers, and case studies work exceptionally well in B2B lead generation. The more in-depth and original content in the conversion journey, the better.

What are good lead magnets?

Best examples of lead magnets include:

  • Free trial
  • Webinar
  • Ebook
  • White paper
  • Industry report
  • Tools/calculators
  • Templates and cheat sheets

Create high-performing lead generation content

Creating lead generation content sounds simple on paper, but there are a lot of considerations to make in the content development process.

You need to spend countless hours on content research, optimization, and user engagement tracking to build an effective lead generation content strategy.

Or, you can leave all the boring parts to us.

You can create awareness, improve your search engine rankings, generate quality leads, and convert those leads into customers with the help of content. Rely on ClearVoice to deliver better content consistently, efficiently, and at scale. Talk to a content specialist today to learn more.