What kind of content helps you drive more conversions?

While I was working at a social media agency, our experience was that user generated content worked better. But we mainly worked with B2C brands. For B2B, branded content can be a better option.

User-generated content is inherently more trustworthy than any branded content. Consumers tend to believe more in UGC, which drives more conversions.

Any content that truly solves a problem.