Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle.
Whether you’re focused on generating net new inquiries, or nurturing existing leads through the funnel, it’s often best to utilize a mix of content types, the better to appeal to a range of prospects. Or start with one core piece of content – say, a white paper – and then repurpose it in multiple forms. The infographic below covers some of the most popular forms of B2B demand generation content, and some of the advantages and disadvantages of each. Click here to view the infographic full size.
For a more detailed comparison of different lead generation offers, download a free copy of our white paper on: “How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”