Survey: Multipurpose Content is Helping Marketers Nurture More Leads

Content continues to play a role in how marketers resonate with their target audience, and new research shows that it often serves multiple purposes within an organization.

DemandGen recently published its “2021 Lead Nurturing & Acceleration Benchmark Survey Report,” and statistics indicated that marketers are achieving their nurture initiatives using webinars (48%), thought leadership articles (41%), email newsletters (40%), and customer content (39%). However, only 25% of respondents said that they have exclusive content for lead nurturing. The majority (63%) claimed that they typically turn to multipurpose content.

“Although 63% of respondents admitted they don’t have nurture-specific content, the more telling percentage is the amount that do,” wrote the researchers behind the report. “With more than 25% indicating they have exclusive content for nurtures, backed by the 12% that indicated they want to add exclusive content within the year, it’s clear the category is slowly but surely moving into modernization.”

Finding Marketing Success with Video Content

In terms of the most effective forms of content, previous research suggests that marketers are seeing success with video, in particular.

MotionCue conducted its “Video Marketing Statistics 2021: Navigating Through Change” report, and data showed that 78% of marketers believe video helped them land new customers in 2020. Nearly 76% of businesses that utilized video claimed that it showed positive ROI in their marketing efforts, and 85% believe that video will play a critical role in marketing in the coming years.

As of this year, most marketers (70%) claimed that video content has shown a positive return-on-investment.