It is one thing to create content that draws leads to buying a product now, but it is a completely different ballgame to create content that draws high value leads for consulting services. Regardless of the industry you are in, you will need to rethink your content marketing strategy if you want to get more leads for the products and services that your B2B company offers.


Ascend2 and its Research Partners used a sample of 255 marketing influencers to show that research reports not only produce the highest number of leads but also has the highest conversion rate. The type of content that produces the second most leads is video or motion graphics. The researchers asked influencers: “What types of content generate leads with the highest customer conversion rate?” The feedback received reflects the following analysed results:

  • Research reports: 50%
  • Video/motion graphics: 41%
  • Webinars/webcasts: 41%
  • Case studies/whitepapers: 39%
  • Social media content: 29%
  • Website articles/blogs: 28%
  • Infographics: 16%


Video and movement are known to attract attention, which is why videos are 12 times more likely to be watched than text is to be read. Your content marketing strategy should include a good mix of the content types mentioned in the research report, as consumers consume content in different ways.


Lead generation is the primary objective of the average inbound marketing strategy. The quality of your leads will not only improve your conversion rats, but it will help your business reach its financial goals.


Need help with your digital marketing, social media marketing or content marketing strategy? Then contact WSI OMS today.