By choosing the right content marketing resources to publish, brands can make sure leads are likely to convert when they eventually speak to sales.

Generating leads should be about drawing in qualified traffic that represents users looking to convert. Unfortunately, some brands focus too strongly on volume, rather than prospect quality, which represents a misunderstanding of how the sales funnel actually works.

The HubSpot State of Inbound Marketing 2014 report found more than 50 percent of marketers say their inbound leads are knowledgeable about companies before speaking to sales departments. This is a valuable asset for upping conversion rates and it indicates it’s more important to have strong leads, rather than higher traffic volumes.

How can marketers do this? Some options include:

 Video content: Videos often see conversion rates higher than regular written content.
 Images: With increased shareability and search visibility, content that includes pictures can be seen by a more qualified audience.
 In-depth blogs: For more qualified leads that end up converting, go for thought leadership and in-depth analysis with long-form blog posts

To learn more about what factors affect conversion rates, check out this Brafton resource:
The extra mile: Best practices from top-tier converting websites


Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.