In a 2014 study by Acquity Group, 94% of business buyers reported doing some form of online research before making a big investment or purchase,  with 77% using Google Search, 84.3% checking business websites, 34% checking third-party websites, and 41% reading user reviews.

This means having information about your brand readily available online is pivotal in attracting potential customers and focusing your content to address your prospects’ biggest pain points. It is as equally important to recognize that different audiences require different content types, most often depending heavily on where the buyer is in the sales funnel.

Here’s a list of the most effective content types for B2B lead generation and where they can be most effectively used in your lead generation strategy.

1. Blogs

Blogs continue to be one of the easiest and fastest ways to get your message across, as they can help address your prospects’ questions in a concise and efficient manner while steadily building an audience. This content type is usually consumed at the awareness stage, i.e., the top of the sales funnel. Prospects may either be looking for a solution or be simply bored at work, but if they come across a highly engaging and informative blog post, the chances of having them hooked will exponentially increase.

2. Infographics

Infographics present insights in a more concise and digestible manner—perfect for catching the attention of potential clients and instilling awareness about your brand. These visuals can easily be shared on social media, which can help redirect prospects to your company website or an associated landing page.

3. Whitepapers

Whitepapers make for an incredible marketing tool. They usually come in handy during the consideration stage, where prospects are now reviewing your brand and other alternatives to see which can best provide the solutions they seek. It is important to use whitepapers correctly so that they can guide your prospects further down the sales funnel. By showing that your business has sufficient knowledge and the appropriate tools to address the complex problem at hand, whitepapers make your business more credible and position you as a thought leader.

4. Webinars

By the time your prospect reaches the consideration stage, they’re already researching their options in terms of vendors and reviewing the solutions that each can provide. Webinars remain to be a compelling tool for generating leads. They give your prospects real-time insight into the quality of your services while demonstrating thought leadership and strengthening your company’s credibility.

5. Case Studies

Case Studies
Case studies target customers at the bottom of the funnel, in the purchase stage. At this time, they are developing shortlists to select between you or your competitors before making their purchase. Case studies may come in any form, as long as they show instances where other customers had found your solutions extremely helpful. Include customer testimonials, specific examples, and positive results of your products and/or services. Also, be sure to make your case study a downloadable resource on your website.

6. Newsletters

Once you’ve converted a prospect into a customer, a great way to nurture their loyalty to your brand is by providing additional compelling information via the use of newsletters. Newsletters help customers stay up-to-date by providing them with the latest information about industry trends, product/service updates, and more.


To leverage your lead generation efforts, be sure to address the content requirements at all stages of the sales funnel. Keep your prospects informed of everything that they need to know about your brand until your prospects successfully convert into new customers. At which point, turn them into brand advocates by creating customer delight and further cementing their loyalty to your company. Follow these simple steps and in no time you will be conquering the digital marketplace!