For small and medium businesses, lead generation is often a primary focus. More and more often, content marketing the vehicle SMBs are using to bring these leads into the fold. According to a survey done by Business.com, three-quarters of SMBs in the US include lead generation of some sort in their marketing strategy. The most popular type of content is a white paper, with 61% of respondents considering it at least somewhat valuable to them reaching their lead generation goals.
Content marketing isn’t the cure-all for these companies’ lead gen fever. Other indications that weigh in on how a successful lead generation program will be depend on purchase horizon, company size, industry, revenue, and more.
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