What content marketing performs best?

I last wrote about whether doing lead generation on a small blog is worth the effort.  Surprisingly, I found that it’s not a bad investment of time, because you do the work once, and then you reap the benefits there on out. When I published this post, someone on Quibb, asked me how our blog efforts compare to all our other content marketing efforts in generating leads.

Here’s a breakdown of our content marketing activities at LaunchBit and how they compare against each other. (Note: Our content marketing pales in comparison to efforts of much larger software companies, so this is by no means what is considered optimal — it’s just how we do things at LaunchBit)

Webinars: 100-600 leads per webinar

image credit: Stephan Ridgway

Webinars are by far one of our best content marketing activities.  Typically, we’ll partner with a complementary company, create slides together, and share the webinar time.  Both parties will promote the webinar through email marketing, encouraging people to sign up, and these leads are shared between the two companies.  As such, we don’t partner with companies that have aggressive email marketing.  We make sure that we have a solid fit with a company before deciding to partner with them.

Webinars are a lot of work, though. Putting together slides, coordinating meetings to decide content and rehearse, and finally doing post-production on a video all takes time – probably about 20-30 hours in total.  We are not currently doing lead generation on the webinar videos we generate, so this activity currently does not yield subsequent lead generation.

Blog: 100 leads per quarter

image credit: www.manoftaste.de

We mentioned in our last post that we are currently generating about 30 leads per month (roughly 100 leads per quarter) on our blog.  We have blogged as often as 4x per week but currently blog 1-2x per week.  Each blog post takes approximately 2-4 hours to write and edit.  If we blog once a week for a whole quarter and can drive approximately 100 leads, then blogging starts to rival a webinar.  Unlike webinars which just generate one tranche of leads, blogging can potentially lead to greater, continuous lead generation if we can continue to increase traffic to our blog.

eBooks: a handful per quarter

image credit: Maria Elena

Our eBooks, in general, don’t yield a lot of organic leads.  Paid marketing works well for eBook signups, especially through LaunchBit’s integrations with publisher partners.  But, as far as free leads go, we only get a handful in a given quarter.  In part, our eBooks also tend to be hidden on their own special landing pages that are disconnected from our website.  eBooks also take a lot of time to put together.  They can take 2-4 weeks of calendar time and about 80 hours of work, including design, writing, editing, and formatting.  That said, because eBooks are great for generating paid leads, they are worthwhile if you are running paid campaigns (and we are).

Books: unknown

image credit: FutUndBeitl

Lastly, we are currently writing a “regular book” on email marketing. Unlike an eBook, regular books tend to be higher quality, and in fact, we’re going to be selling our book on Amazon.  The email marketing book we’re writing has taken a couple years of calendar time and about 300-400 hours of design, copywriting, and editing…and still counting.  We are not sure whether this activity is worthwhile for lead generation, but we have decided to give this a shot, because we had enough content to write a solid book.  We hope you’ll think it’s a great book, too!

In short, webinars are currently the best organic lead generation activity for us, but based on the trajectory of our blog traffic, we expect our blog lead generation to overtake webinars in the next few months and show greater ROI for our content creation time.

What are the most effective pieces of content for your lead generation?

P.S. If you’re interested in getting my book for free — essentially a Moneyball for email marketing — sign up below.  It will only be free for one week.

  1. carol says:

    Hi, I’m trying to give you my info to receive a free copy of your ebook — I’ve written my contact info, but it looks like the “reply” button might be covered up by the “newsletter subscribe” popup. BTW, I already receive the newsletter, but i continue to get the popup.
    Hope to hear from you with the book. I’ll bet it’s fascinating.

    • Elizabeth Yin says:

      Hmmm…I’m so sorry, Carol! The popup isn’t supposed to show up so often.

      If you click the little (x) in the upper right corner of the popup, does it go away for good? Then you should be able to view any of our blog pages (and fill out the form) without the pesky popup…


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