Table of Contents
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.
Why Experimenting with Lead Generation Content is Important
Experimenting with lead generation content is important because it allows you to try new approaches and discover what works best for your business. By testing different types of content, you can gather data and insights that will inform your content strategy moving forward. This experimentation can lead to increased reach and better quality leads.
Top Types of Lead Generation Content
The top types of lead generation content for 2023 have been determined based on a survey of over 1,200 marketing professionals. These types of content are ranked by their effectiveness in collecting new leads.
Short-Form Videos
Short-form videos are the most effective type of lead generation content. Video content is becoming increasingly popular on social media platforms, and short-form videos are particularly successful. Platforms like Facebook Reels, Instagram Reels, YouTube Shorts, and TikTok are seeing a surge in popularity for short-form videos.
Short-form video has the highest return on investment (ROI) of any marketing trend, and 90% of marketers who already use it plan to maintain or increase their investment in 2023.
To create short-form video content, you can choose to produce, shoot, and edit the videos in-house or hire a professional. Short-form videos taken with a smartphone camera are popular because they appear personable and easy to connect with. It’s also easier to create content on the go to capture interesting events.
To determine the type of video content your target audience prefers, you’ll need data on which social media platform(s) they use most. Use the best practices for that platform and follow reputable guides on video content creation to get started.
Influencer Marketing
Influencer marketing is the second most effective type of lead generation content. This marketing approach is prevalent on social media platforms and has a high ROI.
Gen Zers and Millennials are particularly influenced by recommendations from influencers. In the last three months, 33% of people within these groups have bought a product due to an influencer’s recommendation.
Influencers are considered trustworthy and knowledgeable, and marketers who can leverage an influencer’s followers can create compelling content for a pre-built audience.
Instagram is a particularly effective platform for influencer marketing. Integrated shopping tools like Instagram Shop allow users to make purchases without leaving the app. Additionally, 22% of Gen Zers have reached out to brands via direct messaging (DMs) on social media for customer service in the past three months. If your brand isn’t active on social media, you’re missing out on potential leads.
Website/Blog/SEO
Blogging is a tried and true method for lead generation. It not only drives more traffic to your website but can also become a major source of leads.
In 2022, 88% of marketers surveyed said they plan to maintain or increase their investment in blog/SEO the following year. Blogging ranks third in ROI.
To convert blog readers into leads, you can ask for their email addresses to send them notifications when you post new content. Creating a clear and central call to action inviting readers to subscribe can help increase conversions. You can also incentivize blog subscriptions for new subscribers with free offers, such as a one-time welcome discount or access to gated ebooks.
Email Marketing
Email marketing is still a valuable tool for lead generation. It ranks fourth in marketer use, just behind website/blog/SEO.
Using artificial intelligence (AI) and process automation connected to CMS data can personalize email blasts, saving time and improving metrics. Personalization is key to effective email marketing.
However, when considering the possibility of a recession, email marketing is one of the top channels that marketers expect to see budget cuts for. Blog/SEO is the first in line for budget retention in the case of an economic downturn.
Top Trending Lead Generation Social Media Channels
Social media platforms are increasingly important for lead generation. The top four trending social media channels for lead generation content strategy include:
Facebook leads in ROI and is predicted to see the most investment in 2023. One in four marketers plans to invest in Facebook for the first time this year.
To leverage Facebook for lead generation, explore and use the Meta Ads Manager that works across both Facebook and Instagram. Integration and data sharing can save time and improve campaign effectiveness.
Instagram is a popular platform for lead generation, with 58% of marketers already leveraging it in 2022. It is expected to see high first-time use in 2023.
YouTube
YouTube is projected to see the most overall growth in 2023. 91% of marketers who already use YouTube plan to maintain or increase their investment, and 29% of non-users plan to try it for the first time.
To optimize lead generation on YouTube, identify relevant keywords related to your content and incorporate them into your video descriptions and titles.
TikTok
TikTok is experiencing the highest growth in investment among all social media channels. 56% of marketers who already use TikTok plan to increase their investment in 2023, and 28% of non-users plan to start using it.
TikTok offers native lead generation forms within the app, or you can connect your website’s form if compatible.
Conclusion
Experimenting with different types of lead generation content is essential for building a strong content strategy. The top types of content for 2023 include short-form videos, influencer marketing, website/blog/SEO, and email marketing. Leveraging social media platforms like Facebook, Instagram, YouTube, and TikTok is crucial for reaching and engaging with your target audience.
By continuously experimenting and adapting your lead generation content strategy, you can stay ahead of industry changes and achieve success in collecting new leads. Remember to track data, analyze results, and make data-driven decisions to optimize your content marketing efforts.
Note: This article was originally published on https://www.scrollreads.com/ and has been updated for freshness, accuracy, and comprehensiveness.
