By: Matt Sonnhalter, Vision Architect
After 2020, we can see a change in what types of content are most effective. In a recent report from Activate Marketing Services, they surveyed 72% of B2B tech marketers and demand gen decision-makers for a report on effective content.
In this blog, we will look at each tunnel tier and each type of content.
Top of the Funnel:
At the top of the funnel, we have blog posts that are considered most effective. Whereas next we have 66% of people who consider infographics the most effective. Lastly, at the top of the funnel we have videos. Blogs, infographics and videos are great sources of content as buyers are engaging with more digital content especially after the pandemic. When crafting content for your company, keep your audience in mind to optimize business.
In the mid-funnel, we can see virtual events and webcasts were most effective. Last year, we saw an increase of virtual events and webinars due to COVID-19 and the cancellation of in-person events. Online events are great to expand your audience and let anyone listen from anywhere.
Bottom of the Funnel:
In our final tier, we have data-driven content. For example, this type of content consists of white papers, e-books and case studies, with white papers at 41% effective, e-books at 9% and case studies at 16%.
And while this study focused on B2B tech marketers, these content pieces would work for the general B2B marketers.
What’s been your most effective content type at each stage of the funnel?