When trade publishers think of marketing services and creating content for clients first thoughts are often custom newsletters, white papers and webinars. But, have you considered video? What about an app? And do you truly know the role of each of your content pieces and how it pushes a sale down the funnel?

During a recent ABM event, business-to-business marketers and agencies met with publishers to discuss the best types of content and how they help the ultimate goal of making a sale.

It’s no surprise that newsletters (and other content that require registration) lead the content marketing mix, noted Kevin Nalty, b-to-b marketing consultant, at the ABM and ISBM Brand Consortium last month. Nearly all of business-to-business marketers use content marketing for lead generation and almost half of b-to-b marketers choose lead gen as the number one goal.

“But is it fair to measure leads alone?” asked Nalty.

What about measuring how well you educate? How well you inspire? How well you entertain? These measurements, while not as concrete as leads, can also push a sale down the funnel, explained Nalty.
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