By lkolowich@hubspot.com (Lindsay Kolowich Cox)

Experimenting with your lead generation content is crucial to build a strong content strategy. Fresh types of content can expand your reach to attract more — and possibly better — leads.

The best way to shake up your lead generation content strategy is to take a deeper look into the top types of content that will help you collect new leads.

They’re ranked by effectiveness for 2023 based on statistics from our most recent survey of over 1,200 marketing professionals.

Because those statistics point so clearly to the growing shift toward social media marketing, we’ll also share data and tips on leveraging the top four social media channels for lead generation.

Top Lead Generation Content Types

The best lead generation content types can help your business’s reach grow by leaps and bounds. Here are the types of content you should consider using.

Short-Form Videos

Video tops the list in lead-generating effectiveness as overall marketing trends continue to move toward social media platforms.

Short-form videos are soaring in popularity across all social channels, including Facebook Reels, Instagram Reels, YouTube Shorts, and TikTok.

Short-form video has the highest ROI of any of the marketing trends, and 90% of marketers already using it planned to maintain or increase their investment in 2023.

Image Source

In terms of creating video content, it’s up to you to decide whether you want to produce, shoot, and edit the video in-house or hire a professional.

Short-form video taken with a smartphone camera is on-trend, as the content appears personable and easy to connect with. It’s also easier to create content on the go to capture interesting events.

To learn what kind of video content your target audience likes, you’ll need data indicating which social media platform(s) they use most. Use that platform’s best practices and follow reputable guides on video content creation to get started.

Influencer Marketing

Let’s take a moment to talk about social media marketing trends and how Gen Zers and Millennials fit into the picture.

In the last three months, 33% of people within these groups have bought a product due to an influencer’s recommendation.

It’s no wonder that influencer marketing, which is prevalent across social media platforms, has the second highest ROI in terms of lead generation, just after short-form videos.

Influencers are generally considered to be experienced peers who are knowledgeable, trustworthy, and entertaining.

Marketers who can leverage an influencer’s followers with integrity can create compelling — and high-selling — content for a pre-built audience.

Within Instagram, the highest ROI comes through integrated shopping tools such as Instagram Shop where users can make purchases without even leaving the social media app.

What’s more, in the past 3 months, 22% of the Gen Z demographic has skipped websites entirely for customer service, opting to reach out to brands via direct messaging (DMs) on social media. If your brand isn’t already getting social, you’re missing …read more

Source:: HubSpot Blog

Author: Aaron