Product brochures are the most common content type created by B2B marketers, but whitepapers deliver the highest-quality leads, according to a recent report from the CMO Council and the NetLine Corporation.
The report was based on data from a survey of 213 senior B2B marketing leaders (primarily located in North America), with 46% working at brands earning more than $1 billion in annual revenue.
Some 84% of respondents say their company creates product brochures; the next most-commonly created content type is slide presentations (79%), followed by whitepapers (78%), and videos (76%).