25 Types of Lead Generation Content to put behind your landing pages

Piranjas Resource Center Materials

Is your well for new ideas running dry? Content marketing is one of the most effective lead generation techniques being used online but building a stable of valuable, educational content is easier said than done. Off the top of your head there are only so many ideas to draw from.

But there are shortcuts. Instead of trying to think of new ideas, why not focus on new types of content. You can use the same topics and present them in new and exciting formats that will resonate with your audience. Not every eBook needs to be 20 pages in a PDF.

There are new and exciting ways to do things if you let yourself think outside the proverbial box and build valuable information into new content types and formats.

Here are 25 exciting, interesting, and unique ways to present your ideas that people will gladly fill out a form to access.

1. Checklists

Choose a process your audience performs often and create a checklist for completion of that process in the most efficient way possible. Include resources they can access directly from your document.

 2. Video Courses

Upload videos to a gated area of your website or direct people to a custom playlist on Vimeo or YouTube where people can access your custom video content. Whether a training course or an educational tool, there is high perceived value here.

25 Lead generation types, e.g. cheat sheets3. Cheat Sheets

Choose a complex process and create a cheat sheet for it. In the marketing realm this could be an SEO cheat sheet, a blog post outline, a topic generating tool, or step by step process laid out for creating new content.

4. Evaluation Demos

Offer a free demo of your product or service to evaluate whether it is a good fit for your prospects. This is a lower % conversion point, but when it converts you have a great lead on your hands.

5. Hands On Walkthroughs

Take it one step further and offer a hands-on walkthrough of your product or service so that someone interested can learn the ins and outs and what the product is capable of in a live setting.

6. Email Series

Offer a multi-part email course that will deliver fresh, useful content to their inbox on a weekly or bi-weekly basis. These emails should strive to solve a serious problem or provide progressive assistance in a key area of your niche.

7. Free Samples

If possible, offer to send a free sample of your product to your prospects if they fill out a form on your site. This works well for digital product downloads and small physical products with high buy-in prices.

8. Short eBooks

Rarely do long eBooks work better than short ones. Keep your content short, to the point, and designed to help. One problem, one solution – that formula will reduce your production costs, speed up turnaround and ensure your prospects are helped with each download.

9. Case Studies

Show people how you’ve solved the same problems they have for others. Highlight successful engagements with your customers and success stories they’ve sent you in a PDF download.

10. Email Courses

Take your email series to the next step and include a step by step course with video links. This could tie into your video course above or be a standalone someone accesses when they specifically request it.

11. Interview Series

Interview someone well known and trusted in your niche and then gate that content. People love interviews. Not only does it build your brand by associating your name with a trusted authority – it provides real, tangible value.

12. Webinars

Take this to the next step and create a live video series in which people signup for a scheduled webinar. These are a bit more work, but if you have a product to pitch or a process to share with your prospects, this is the time to do it.

13. Local Events

If your audience is local, hold a small free seminar in your area. The value here is immense and it will create a community in which you’ll be a central figure. You can even charge a small amount to make sure people show up and value what you’re offering.

14. Podcasts

While most podcasts should be open and free to the public as educational content at the very top of your funnel, you can gate additional content in the form of extended downloads, video cuts, or interviews that require a form fill.

15. Templates and Downloads

Provide templates for a process your prospects are likely to perform. Excel spreadsheets, word documents, or templates for custom software have immense value if they save them time.

16. Software

If you offer any kind of software product, or even if you’ve created something small and simple for internal use, this is a great giveaway that people will gladly fill out a form to access. Good free software should legitimately solve problems – not just pitch the full version.

17. Calculators and Tools

Calculators or JavaScript tools that can live on your website are also high value. Are there common calculations your audience needs to perform in the buying or evaluation processes? Even if they are easy to create, there is real value here.

18. Whitepapers

A white paper goes a bit further than an eBook by showing real data in relation to a specific problem, not necessarily in the context of your services. These can be published in other locations as well, drawing new downloads from more professional circles.

25 Lead generation types, e.g. charts

19. Technical Resources

Charts, templates, spreadsheets, and reference sheets with technical data such as conversions, statistics, or links are all very useful for people in technical fields.

20. Catalogs

If you sell a product or offer a range of services, make sure your catalog is on your website. Yes, people will gladly fill out a form to access your catalog. The conversion rate may drop slightly, but these are all great middle-of-funnel leads.

21. Specification Guides

Teach people how to be your customers by providing specification or buying guides. Show them the common questions people have when buying and the information they need to have when they finally decide to make the move.

22. Training Tools

If you sell a product that will be used in an organization, provide training tools and resources to help the buyer integrate the new product or service into that organization. One major fear, especially in B2B purchases is that adoption will be low and the money will be wasted. Give tools and courses to make this easier.

23. Examples of Products in Use

Show how your products are currently being used. Ideally you can get examples from real world customers, but even if you have to white out the names and show only the part or service application, this is a powerful way to show what you offer to people.

24. Original Research

This can be costly but can have huge benefits long term. Original research in your industry can be picked up by major news sites, the blogs in your niche, and other sites that are regularly reporting on this kind of data.

25. Members Area Content

Create a members area on your site and put a form in front of it. In it you can offer all of the resources listed above or you can provide discounts and specials that only members have access to.

There are many ways to create content that will engage and excite your audience, helping them to solve their most pressing problems and building a relationship that will keep them in your funnel for weeks or months to come.

Lead Image: © 2015 Ailola GmbH
2nd Image: © 2014 FirmBee, CC0
3rd Image: © 2014 FirmBee, CC0

Author Philip Schilling

I'm Pivian's founder and a B2B inbound marketing consultant. I advise B2B companies to implement and execute digital strategies. I'm passionate about online marketing, technology, travel and nature.

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