Marketing Guides

Chapter 3: Generating Leads with Content

Informative content is one of the most important pieces of any lead generation strategy because it plays a role in every stage of the buying process.

You can reach top-of-funnel buyers who are just beginning their research by publishing a guide (like this one) with in-depth information on a specific topic related to your business.

Then, write in-depth pages about your services and how they benefit your clients to show your middle-of-funnel visitors what sets you apart from your competitors.

Finally, convince bottom-of-funnel visitors to convert with promotions, special offers, or free trials.

This means that an effective content strategy can reach people who are unaware of your brand, teach them about your services, and make them want to become clients – all before they ever speak with a member of your sales team.

Plus, 83% of B2B marketers use content marketing for lead generation – so if you’re not creating content, you’re already behind your competitors.

Here are a few of the most effective content types for generating leads:

Blog posts

79% of B2B marketers rate blogs as the most effective content marketing tactic for their businesses. If your site doesn’t have one, a blog should be your first priority.

Maintaining a blog is one of the best ways to incorporate content into your marketing strategy because it allows you to share your expertise on the topics your audience wants to learn about.

Share helpful tips, discuss industry trends, and answer common questions your customers have. Become a useful resource for your readers, and show your authority within your industry.

Then, optimize your posts for search engines and share them on your social media channels so you can bring qualified traffic to your site.

Guides & ebooks

While blog posts are a great way to cover simple topics, if you want to go more in-depth and provide more value to your site visitors, you can publish them as downloadable guides and ebooks.

Instead of publishing this content on your blog, you can “gate” it by requiring an email address in exchange for access.  You can also use this strategy for downloadable templates, checklists, and other resources your audience may find useful.

Even though you’re still giving your visitors the information they want for free , getting their email addresses allows you to add them to your sales funnel – and impress them with a helpful, well-written guide at the same time.

Case studies

Your products or services are designed to help your clients accomplish certain goals, and unless you’re a brand new company, you’ve already produced results for many of them. Highlight these results by writing case studies of your current or past clients.

Start by compiling any analytics or data you have on the client you want to study, then interview your point of contact about their work with you. Ask about their challenges prior to partnering with your company, what they hope to achieve by working with you, and what their experience is like.

Many of the content on your site tells your visitors what you can do for them, but an in-depth case study shows them. Plus, other businesses with the same struggles and challenges are far more relatable to your potential clients, so reading about their results in their own words is naturally more compelling than what you promise.


Infographics allow you to explain complex topics within your industry with visualized facts and statistics in a visually interesting way.

If you want to cover a topic on your site but you aren’t sure if you can effectively convey your message with words, creating original graphics can be a great way to simplify that topic for your readers. Infographics also tend to be more popular with readers, meaning that they’re great for driving social media traffic and building links from other sites.

Original research

If your company conducts original research with consumer surveys or client data, your results can be valuable to other businesses within your industry. Publish this research on your site and use the same email-gating strategy we mentioned above to collect emails from potential clients.

If you present your research in a way that’s easy to understand, it can also help you build links. Other sites can cite your facts and statistics in their own work and link back to your site as the source.

For more information on using content to generate leads, check out our Beginner’s Guide to Content Marketing.

Your Website's Role in Lead Generation                Generating Leads with PPC