White papers, webinars are leading SMB content pieces used for lead gen
Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.
As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.
Direct Marketing News
More than 20% of emails sent during the first six months of 2011 were opened on mobile devices, according to a study released by email service provider Knotice on Nov. 30. The study found that since the fourth quarter of last year, mobile’s share of email open rates increased by 51%.
The share of emails accessed via mobile devices increased by 81% from October 2010 to March 2011, according to a survey released by Return Path on May 17.
“I think what really surprised us is the very rapid growth in mobile as a proportion of all platforms,” said Bryan Dreller, senior product manager at Return Path, an email certification and security company. “I don’t think we expected to see that in just a six-month period; mobile viewership relative to its peers would nearly double,”
Sixteen percent of emails were accessed via mobile devices in March 2011, up from 9.2% last October, according to the survey. Mobile’s share trailed webmail, which saw 48% of all emails accessed in March, and that of desktop (36%), although the shares of webmail and desktop did drop 4% and 2%, respectively, from October 2010. Read more