Ayaz Nanji says, “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%)“.

Which B2B Content Types Deliver Great Leads?

MarketingProfs

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