Meaningful content works every time
Any type of content can be promoted successfully if it directly addresses the audience’s pain points and takes into consideration where the lead is in the buying cycle.
Select the medium that most easily solves the problem
By following the best practice of providing what they need when they need it, the audience will gladly provide you with a couple pieces of information (e.g., name and email address) in exchange for the value of solving that pain point. The facilitation of this transaction is managed through a landing page that is designed specifically for that audience, reassuring the value that you will provide and making it as easy as possible for them to give you their information.
Quality content always converts
I suggest starting out with a small test budget ($100-$300) while you dial in your audience and get a good understanding of your own conversion rates. As long as the audience and message are fine-tuned and the program is designed to scale, then the budget should grow as you generate new business.