Is it better to generate a few leads every day through a dynamic blog or to generate a massive amount of leads every month through a white paper or eBook?
There are so many content marketing formats that it can be hard to decide which to focus on. White papers, ebooks, slideshares, blogs, infographics, curated content, videos, etc. They all have their merits but don’t come at the same cost. On one hand you have long form, epic content that can take days/weeks to produce. On the other you have short form content such as blog posts or curated content for which production cost can be a few hours or even a few minutes.
If you have limited resources, you’re unlikely to be good at covering all these formats and many content marketing experts like Joe Pulizzi recommend focusing on one or a few formats that work best for you.
Looking at ROI is a great way to decide on which format to focus. With lead generation being the main measure of returns for B2B marketers, we’ve heard various arguments on the topic can be summarized as follows:
- Long form content is more costly, but generates more leads per piece of content since it can be gated and has a longer lasting impact.
- Short form content is more ephemeral but generates leads on an ongoing basis.
So the question is: is it better to generate a few leads every day through a dynamic blog or to generate a massive amount of leads every month or quarter through a solid white paper or ebook? Read more: click image or title.
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Via Entreprise Peinture Deco, SENAME Interactive