Top Types to Use in 2023 [Data + Expert Tips]

Experimenting together with your lead era content material is essential to construct a powerful content material technique. Contemporary varieties of content material can broaden your attain to draw extra — and probably higher — leads.

One of the simplest ways to shake up your lead era content material technique is to take a deeper look into the highest varieties of content material that may make it easier to accumulate new leads.

They’re ranked by effectiveness for 2023 primarily based on statistics from our most up-to-date survey of over 1,200 advertising professionals.

Download Now: Free State of Marketing Report [Updated for 2023]

As a result of these statistics level so clearly to the rising shift towards social media advertising, we’ll additionally share knowledge and tips about leveraging the highest 4 social media channels for lead era.

High Lead Era Content material Varieties

One of the best lead era content material sorts might help your online business’s attain develop by leaps and bounds. Listed here are the varieties of content material it’s best to think about using.

Brief-Type Movies

Video tops the record in lead-generating effectiveness as general advertising tendencies proceed to maneuver towards social media platforms.

Brief-form movies are hovering in reputation throughout all social channels, together with Fb Reels, Instagram Reels, YouTube Shorts, and TikTok.

Brief-form video has the very best ROI of any of the advertising tendencies, and 90% of entrepreneurs already utilizing it deliberate to take care of or enhance their funding in 2023.

Picture Supply

When it comes to creating video content material, it is as much as you to resolve whether or not you wish to produce, shoot, and edit the video in-house or rent an expert.

Brief-form video taken with a smartphone digital camera is on-trend, because the content material seems personable and simple to attach with. It’s additionally simpler to create content material on the go to seize attention-grabbing occasions.

To be taught what sort of video content material your target market likes, you’ll want knowledge indicating which social media platform(s) they use most. Use that platform’s finest practices and comply with respected guides on video content material creation to get began.

Influencer Advertising

Let’s take a second to speak about social media advertising tendencies and the way Gen Zers and Millennials match into the image.

Within the final three months, 33% of individuals inside these teams have purchased a product resulting from an influencer’s advice.

It’s no surprise that influencer advertising, which is prevalent throughout social media platforms, has the second highest ROI when it comes to lead era, simply after short-form movies.

Influencers are usually thought-about to be skilled friends who’re educated, reliable, and entertaining.

Entrepreneurs who can leverage an influencer’s followers with integrity can create compelling — and high-selling — content material for a pre-built viewers.

Inside Instagram, the very best ROI comes via built-in procuring instruments resembling Instagram Store the place customers could make purchases with out even leaving the social media app.

What’s extra, previously 3 months, 22% of the Gen Z demographic has skipped web sites totally for customer support, opting to succeed in out to manufacturers through direct messaging (DMs) on social media. In case your model isn’t already getting social, you’re lacking out.

Web site/Weblog/search engine optimization

Running a blog not solely drives extra site visitors to your web site however also can turn into a serious supply for lead era down the highway.

In 2022, 88% of entrepreneurs surveyed stated they plan to take care of or enhance their funding in weblog/search engine optimization the next 12 months. It ranks third in ROI, remaining tried and true.

Running a blog is efficient, accessible, and for a few of us it’s even fulfilling. However how do you change weblog readers into leads?

The commonest method to flip weblog guests into devoted subscribers is by merely asking for his or her electronic mail addresses with a purpose to ship them notifications once you submit new content material. It’s extra handy to have content material delivered to your inbox than to have to hunt it out.

Create a transparent and central name to motion inviting readers to subscribe. Add a one-step type to your weblog pages, just like the American Writers Museum does with its weblog:

Picture Supply

One other nice possibility is to incentivize the weblog subscription for brand spanking new subscribers with free presents. That may very well be something from a one-time welcome low cost, a free present, entry to helpful instruments for these in your trade, or extra content material resembling gated ebooks.

Running a blog for leads is an enormous subject to discover, however I counsel this focused how-to information on changing guests into subscribers in the event you’d wish to be taught extra on that particular subject.

E mail Advertising

Very a lot nonetheless within the sport, lead era through electronic mail advertising ranks 4th in marketer use by a minuscule 1% behind web site/weblog/search engine optimization.

The new subject in electronic mail advertising for lead era is utilizing AI and course of automation related to CMS knowledge to make your electronic mail blasts personalised. This additionally saves plenty of time, and personalization improves metrics. Listed here are 23 personalised electronic mail examples I really like.

Curiously, when these surveyed suppose ahead to the potential of a recession this 12 months, electronic mail advertising is likely one of the high channels that entrepreneurs count on to see price range cuts for.

Compared, Weblog/search engine optimization is first in line for maintaining its price range within the case of an financial downturn, adopted by present advertising darlings podcast, unsolicited mail, and natural social.

Extra Knowledge and Knowledgeable Suggestions

High Trending Lead Gen Social Media Channels

Picture Supply

It’s clear from the information that advertising will proceed to development towards social media at a sooner charge than in earlier years.

Under is a present snapshot of the highest 4 fashionable social media channels to your lead era content material technique consists of (so as of survey rating).


The platform leads in ROI and was predicted to see the most funding in 2023, as 1 in 4 entrepreneurs plan to speculate for the primary time this 12 months.

Our mixed tip for Fb and Instagram is to discover and leverage the Meta Advertisements Supervisor that works throughout each of those platforms in addition to FB Messenger to avoid wasting time through integration and knowledge sharing.


In 2022, 58% of entrepreneurs surveyed already leveraged IG, and the platform was anticipated to see excessive first-time use in 2023.


The 2022 survey revealed that this platform will see probably the most general development in 2023, with 91% of the entrepreneurs who already use it planning to take care of or enhance their present funding.

29% of entrepreneurs who didn’t use it deliberate to strive it for the primary time in 2023. There are not less than seven locations to optimize textual content to your video, so make a listing of lengthy and short-tail key phrases associated to your content material and fold them in all over the place you may.


56% of entrepreneurs surveyed who already leverage TikTok deliberate to extend their funding in 2023, 16% plan to speculate extra this 12 months than they ever have earlier than, and 28% of non-users plan to begin.

This represents the highest development in funding amongst all social media channels. There are two lead era types accessible via TikTok — one is native to the app, or you may join your web site’s type whether it is suitable.

By experimenting with several types of lead producing content material, you may observe which of them resonate together with your viewers and convert probably the most leads. You’ll be able to all the time do extra of what works, however by no means get too snug!

Hold Experimenting with Lead Era Content material Technique

8 in 10 entrepreneurs shared that they’ve seen extra change of their trade within the final three years than within the earlier 50 mixed.

Knowledge-driven entrepreneurs who’re ready to pivot and adapt will discover probably the most success with their lead era content material methods this 12 months and past.

Editor’s Notice: This submit was initially revealed in October 2014 and has been up to date for freshness, accuracy, and comprehensiveness.


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