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“Leads are metrics that, as marketers, we rely on. Because leads mean money.”

That was Kipp Bodnar, VP of Marketing for Hubspot. Generating leads is one of the primary goals for marketers, yet only 1 in 10 marketers feel their lead generation campaigns are effective.

Why is it that marketers are feeling so turned off by their lead generation efforts? The key to any lead generation campaign on social media comes down to one thing: content. Engaging and insightful content that your audience wants (or needs) to get their hands on is the building block of any lead generation campaign.

A study in the infographic below investigates the types of content that are most effective for generating leads. It’s not a surprise to see ebooks, presentations, research & reports and whitepapers at the top of the list, as is seeing videos and blog posts at the bottom. This is because insightful content based on unique and/or exclusive research is what prospects want.

When creating or choosing which content to use for social, ask yourself the following questions:

  • What are the main pain points of your customers?
  • What core topics interest them or affect their role?
  • How will your content solve these problems?
  • What is the USP of your content and how does it stand out from what other content exists?

Once you have answered these questions, it’s time to look at how your prospects and customers digest content? A 50-page whitepaper or piece of research is nice, but how many members of the C-suite have time to read a 50-page whitepaper? Consider creating bite-size, digestible content, such as 5-page mini-whitepapers or ‘lite-papers’ and shatter your content into a number of clear themes. You can then break this out into a number of engaging social assets to increase the clicks to your content from social.

Of course, this is only one of a number of ways that companies can improve on to generate more leads. Check out some other top lead generation tips in the infographic below:

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