7 Types of Content That Will Increase Your Client's Leads and Conversions

7 Types of Content Every Consultant Must Employ

7 Types of Content Every Consultant Must Employ

By John Jantsch

As a marketing consultant, you’re likely aware that content marketing is a must for your client’s strategy and should be used to get their prospects and customer’s to move through the customer journey.

A common question we hear from consultants is how to help their clients increase their leads from this activity. Although content is produced, it doesn’t always guarantee conversions, which is typically top of mind for businesses.

While content upgrades, such as white papers and ebooks, can be used on landing pages to generate leads, I want to use this post to help you think outside the box a bit and step away from the “traditional” forms of lead generating material (not that there’s anything wrong with those formats, but I just want to show that there are other methods as well).

Now, before you review the content types mentioned in this post, note that they are meaningless unless there is strategy involved. Keep your client’s target audience and “why” in mind in order to help boost their leads.

Additionally, the types of content below are regularly discussed when building awareness around a brand, but I want to specifically discuss how those same forms of content can help your clients increase their conversions as well. Let’s dive in.

Blog posts

Blog posts are often seen in the Know, Like, and Trust phases of the Marketing Hourglass, and are used to boost SEO, but they can do even more.

Advise your clients to include calls to action (CTAs) within their posts that drive to lead-generating offers (see the CTA at the bottom of this post for an example). To increase views and exposures of these posts and CTAs, review their analytics and have them publish blog posts at high-traffic times to their site as well as optimal times for social media posts.

Test different types of content and CTAs to see what resonates best with their audience and once you find a variation that works, optimize from there.

Social content

Did you know that 40% of Twitter users say they’ve made a purchase because of a tweet from an influencer? Social media is valuable to engage an audience, so it’s important to not ignore it as a conversion medium.

With all of the reviews and ratings available to consumers these days, most people will take a look at those before jumping into a purchase, which is why people believe what an influencer says about a product far more than the company itself. Building trust with an audience through social and expanding your client’s brand advocates will help your clients increase conversions.


It’s no surprise that video is engaging, but because of this many businesses look at this format as a way to attract a prospect, not convert them. While video is great for building awareness, there are a couple of things your client can do to use it as a conversion tactic. In fact, conversion rates for brands that use custom visual content are seven times higher than those that don’t.

Consider using videos across your website, especially on landing pages or product pages. 73% of U.S. adults are more likely to purchase a product or service after watching a video that explains it.

Be sure that the video grabs the viewer’s attention within the first 10 seconds to increase odds of them sitting through the rest of the video. Videos shouldn’t last more than a few minutes and should include highlights throughout that will keep the viewer watching.

By giving prospects and customers a taste of your client’s offerings, your client will be able to convince them that their products and services are worth the investment. Videos work best when placed in optimal areas of your client’s page, such as next to CTAs or front and center and above the fold.

Regardless of the intent of the videos, they should aim to educate or entertain your client’s audience in order to better engage them. As an added bonus, videos can be easily shared with prospects through social media, which can expand the views of the videos and add further conversions.

Interactive quizzes

I think we’ve all been caught getting sidetracked by a Buzzfeed quiz like, Which Rock Star Were You in a Past Life (I secretly want to be a rock star), and there’s a reason for this: they’re engaging!

Quizzes are a great way to increase traffic and obtain new leads. In order for them to be effective for conversions, they must provide some form of entertainment and be able to draw in prospects.

A few lead conversion ideas from quizzes include:

  • Asking for an email address in order to receive quiz results
  • Having social sharing options on the results pages to share results with social networks in order to expand reach and get more eyes on your client’s content (and in turn, conversion opportunities)
  • Asking for an email address on the results page so that the prospect can receive similar quizzes in the future directly in their inbox


In the digital world of constant sharing, people don’t shy away from providing opinions, thoughts, and feedback. Use this to your advantage and have clients engage prospects and customers in surveys that will allow them to voice their opinion while at the same time giving your client valuable feedback on how to improve theirr products, services, and marketing efforts to increase conversions moving forward.


As seen in this post, there are numerous types of content that can generate leads, but visual content specifically is a fantastic method for increasing conversion rates.

For starters, people are much more likely to look over an infographic than they are to read text. Without using a lot of words, infographics can educate and engage your audience about the message you’re trying to convey.

It can be easy to get carried away with the visuals of an infographic, so be sure to avoid having too much clutter. While it should be visually pleasing, the point is to get your message across to the right people.

Your clients can use infographics to drive people to landing pages on their website where people will receive content upgrades, and your client will receive a lead.


Through contests, your clients can generate leads by getting their audience to opt in by submitting their contact information. Conversions can be further increased if applicants get additional entries by sharing their opt-in on social media.

In order to get the most out of the content above, it’s important to continue to review your analytics and see which content is performing the best to best optimize your marketing efforts. Just because content works for some businesses, doesn’t mean it will work for your client’s. Get a good understanding of your client’s audience so that you know what type of content they’ll respond to.

There are numerous forms of content that could work well for conversions that aren’t listed in this post. Have you recommended any to your clients that have worked well that you’d like to add?

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