Content Marketing for Lead Generation: Breaking Down What Works (and What’s a Waste of Time)

As much as everything's changing in the marketing world, one constant remains the same: B2B businesses need to make money converting customers. But the path to getting there is different today than it was even a couple years ago.

Once upon a time, content was thought of as a top-of-funnel awareness play. Write a blog. Get traffic. Done. Today? Not so much. Companies are investing in full-funnel content strategies designed not just to attract but to convert. 

And while it can be tricky to measure exactly which blog post or video made someone fill out your form or pick up the phone, there’s no question that content plays a bigger role in conversion than ever before—especially now that tools like ChatGPT allow people to do independent research faster and earlier in their buying journey.

To be trusted and chosen, you need to know how to create content that converts. As a Content Strategist here at Evenbound, I spend my days helping clients pivot from content strategies focused solely on traffic to ones that actually drive revenue. Here’s what I’ve learned.

What is Content Marketing for Lead Generation?

Content marketing for lead generation is all about optimizing content experiences to enable conversions. Instead of writing because a certain keyword is trending (or worse, simply because you feel like you should be posting something), you start with a clear goal: make it as easy as possible for your ideal customer to take the next step.

That means:

• Creating niche content for a highly relevant audience (not everyone, just the right someone)
• Making that content uniquely valuable to them
• Ensuring the experience is seamless (no one should have to dig through five pages to find your contact info)

This mindset requires a big pivot. For too long, we’ve treated traffic as the golden metric. If views are up, great. But what if conversions aren’t?

Here’s my take: If your website traffic drops but you’re making way more money, is that really a problem? (Hint: No. Your CFO will likely agree.) Your content should be tied directly to your business goals, and if your goal is revenue growth, then you need to focus on how to create content that converts—not content that just ranks.

Navigating an Evolving Search Landscape

If there’s one thing we know for sure, it’s that search has changed—and it’s still changing.

Honestly, it can feel overwhelming. But I see this as an exciting challenge; an opportunity to connect with people in more authentic ways and, ultimately, grow your business.

The old “write a blog, rank on Google, wait for clicks” model doesn’t cut it anymore. Self-promotional content focused purely on SEO is basically a dinosaur. Today’s buyers want useful, trustworthy, unique insights that solve their problems, not keyword-stuffed sales pitches. 

Here are some defining characteristics of today’s search landscape:

• Social Platforms as Search Engines: 21% of users are now searching for products directly on social media (up from just 1% in 2021), according to NP Digital.
• AI-powered Research: People are having full-blown conversations with AI tools to determine best-fit products and services.
• No-click Results: Roughly 60% of Google searches end without a click because people are getting their answers directly from AI Overview on the results page.
• Voice Search: Especially among younger users, voice queries are growing in prominence—they’re longer, more nuanced, and intent-rich.

This is why we’re shifting from Search Engine Optimization to Search Everywhere Optimization. Yes, it’s a little jargon-y, but it captures a key truth: your content needs to be optimized for omnichannel distribution—not just one search engine. And that content has to feel cohesive across every platform to build trust and avoid confusion.

How to Create Content That Converts: Do This, Not That

With all that said, what’s worth your time—and what’s just a waste? Especially for small to mid-sized B2Bs, you can’t do it all (and honestly, you shouldn’t). You need to focus on what moves the needle.

Here’s my go-to cheat sheet:

Does Short-form Video Content Convert Users?

Short answer: yes. If you’re investing in content marketing for lead generation, this tactic is firmly on my “definitely do” list. 

Across every age group—Gen Alpha to Baby Boomers—short-form video ranks as the top content format, according to NP Digital data from November 2024. 

Will it make someone click “buy now” on the spot? Maybe not. But short-form video answers questions, breaks down barriers, and builds trust like nothing else.

Whether you’re repurposing existing content into Reels, TikToks, and YouTube Shorts or investing in brand-new assets, short-form video is worth your attention.

The Critical Role of Content Distribution for Conversions

You could have the best content on the planet, but if no one sees it? It doesn’t matter.

Content distribution is often overlooked, but it’s arguably the most important step to actually driving conversions. I live by a “Create Once, Distribute Widely” philosophy. One blog post can (and should) be repurposed into social posts, email newsletters, videos, and more.

Tools like HubSpot’s Content Remix make it easier than ever to maximize your reach without doubling your workload. If you’re just posting a blog and moving on, you’re leaving opportunity—and leads—on the table.

Think Big Picture—Not Just Small Wins

It’s tempting to chase vanity metrics like high rankings and huge traffic spikes. They feel good. But in today’s content landscape, these aren’t the metrics that will grow your business long-term.

Content marketing for lead generation focuses on:

1. Brand building
2. Trust signals
3. Authority
4. Unique, helpful content

This isn’t about instant gratification. It’s about creating a strong digital presence that pays off in sustainable growth, even if attribution gets a little fuzzy.

Pair AI Efficiency with Human Expertise

AI is a huge part of modern search. People are using tools like ChatGPT to research everything, including which products and services they should buy. That means your content needs to be AI-friendly.

Here’s how to create content that converts for AI:

• Check how AI interprets and presents your brand compared to competitors
• Use AI to identify content gaps and opportunities
• Optimize your content with clear headings, bullets, visuals, and conversational language
• Format your content to be skimmable and helpful (AI loves structure)

And while AI is powerful, don’t lean on it to crank out tons of content just to “produce more.” Quality > quantity. Use AI to assist, but make sure a human reviews, refines, and adds expertise. That’s what helps you stand apart.

Ready to Turn Your Content Into Conversions?

Content marketing for lead generation isn’t about pumping out blogs for the sake of looking busy. It’s about creating the kind of content that actually makes your phone ring (or inbox ping).

That’s what I do every day for our B2B clients: take their content strategy from “meh, we get some traffic” to “wow, we’re booking sales calls left and right.” And yes, it works.

If you’re ready to build a content strategy that attracts the right people and gives them a reason to take the next step, let’s talk! Our team at Evenbound is ready to start optimizing your content for revenue, not just rankings.