When marketers advocate for more robust content marketing strategies, there is usually a big emphasis on using content to build brand awareness and show off organizational and executive thought leadership. At its core, though, content that promotes your brand or contributes thought leadership isn’t worth the investment if it doesn’t positively impact lead generation.
According to ZoomInfo, more than 70% of B2B marketers have the data to prove that their content marketing increases their lead generation. Building a content strategy that packs a lead generation punch goes beyond deciding whether or not to start a podcast or picking between designing an eBook or infographic. Each piece of your content marketing stack should increase your organization’s credibility as a leader in your industry and directly speak to the needs of one or more of your buyer personas. Formatting, design, distribution channels, etc. should all support these goals.