B2B Content Marketing That Generates Leads

Content as a Lead Generation Engine

Content marketing attracts, engages, and converts prospects. When done well, it supports lead generation efforts across every channel.

Why Content Marketing Matters for B2B

Buyer Behaviour Has Changed

According to Gartner:

Buyers are 57% through purchase process before engaging sales
Self-service research dominates early stages
Buyers consume 13+ pieces of content before deciding
Trust in vendor content is increasing

Content Supports Every Channel

SEO – Attracts organic search traffic
Email – Provides value to nurture sequences
Social – Shareable assets build reach
Telemarketing – Supporting materials for follow-up

Content Types That Generate Leads

Gated Content (Lead Magnets)

Require contact information to access:

Whitepapers and guides
Research reports
Templates and tools
Webinar recordings
Assessment quizzes

Ungated Content (Traffic Drivers)

Freely accessible to build audience:

Blog posts (like this one)
Infographics
Short videos
Podcasts
Social media content

Sales Enablement Content

Supports conversion conversations:

Case studies
ROI calculators
Comparison guides
Product demonstrations
Customer testimonials

Creating Content That Converts

Understand Your Audience

Develop detailed buyer personas:

Job roles and responsibilities
Challenges and pain points
Goals and motivations
Information sources
Decision-making criteria

Map Content to Buyer Journey

Awareness Stage

Problem identification content:

Industry trend articles
Challenge-focused blog posts
Educational guides

Consideration Stage

Solution exploration content:

How-to guides
Comparison content
Expert interviews

Decision Stage

Purchase validation content:

Case studies
Product information
Pricing guides
Implementation details

SEO-Driven Content Strategy

Keyword Research

Identify topics your audience searches:

Problem-based keywords
Solution-based keywords
Comparison keywords
Long-tail opportunities

Content Structure

Optimise for search and readers:

Clear headings and subheadings
Scannable formatting
Internal linking to related content
External links to authoritative sources

Our SEO services include content strategy development.

Content Distribution

Owned Channels

Website and blog
Email newsletters
Social media profiles

Earned Channels

Guest posting
Media coverage
Industry publications
Influencer sharing

Paid Channels

Social media advertising
Content syndication
Sponsored content
PPC for content promotion

Measuring Content Marketing Success

Traffic Metrics

Organic search traffic
Page views per piece
Time on page
Bounce rate

Engagement Metrics

Social shares
Comments
Email forwards
Backlinks earned

Lead Generation Metrics

Form submissions
Content downloads
Email sign-ups
Demo requests from content

Business Impact

Leads attributed to content
Pipeline influenced
Revenue from content-sourced leads
Content ROI

Content Marketing and Outbound

Content amplifies outbound efforts:

Telemarketing Support

Telemarketing teams use content to:

Provide value in follow-up
Establish credibility
Re-engage cold prospects
Support appointment setting

Email Nurturing

Email campaigns deliver:

Educational content sequences
Case study sharing
Newsletter content

Getting Started

Define target audience and personas
Audit existing content
Identify content gaps
Create editorial calendar
Produce and optimise content
Distribute across channels
Measure and iterate

Need help with content-driven lead generation? Contact XL Marketing to discuss integrated marketing strategies.