Content Creation for Lead Gen

4 steps to developing relevant, personalized content to drive interest.

Answer the questions in this planning guide to create a customized document for your business.

Creating and maintaining a library of successful Lead Gen content may sound like a tall task, but there are some rules of the road that can keep you pointed in the right direction. The most important of which is to have a plan in place before you start creating content. And that's exactly where this planning guide can help.

In addition to offering important concepts to keep in mind during content creation, this guide provides a no-strings-attached PDF download based on your selections that you can use as a discussion-starter, helpful guide or workbook.

Follow these steps...

to plan your content creation.

Answer these questions...

to customize your guide with relevant considerations.

STEP 1: Know your audience...

It's imperative that we get this one right, which is why it's the first step. Take the time to get to know your audience with an unbiased look at your current customer base. Consider creating personas to represent segments of your audience. What's important is that you do not assume who your audience is – know who they are.

How well do you know your target buyer? (select all that apply)

We have a profile of them

We have a persona of them

We have multiple profiles based on multiple buying levels

We have personas based on multiple buying roles

We have nothing documented on our buyers

What levels of the organization are involved in the purchase decision of your product or service?
(select all that apply)



Director / Manager


Ninety percent of B2B marketers say the leading attribute of content marketing effectiveness is "audience relevance."1

Sixty two percent of buyers say they can make a business decision based on online content alone.1

The typical buying group for a B2B solution involves six to 10 decision makers, each armed with four to five pieces of information they’ve gathered independently.2

STEP 2: Know who, and what, you have to work with...

Who is going to be creating your content? It seems like a no-brainer, but the time and resources needed to keep up with content creation should be figured into your plan. The good thing is that it's all up to you ... the rub is that it's never fast enough. Your plan will probably change, but get started and refine your approach along the way.

Who would be helpful in contributing to topic development for content? (select all that apply)



Product Marketing


Subject Matter Experts (SMEs)

Market research (to include prospective buyers)

External agency / consultant


How long has it been since you audited your content to identify gaps, eliminate ineffective assets, repurpose performing assets and develop new assets?

3 months

6 months

12 months

More than a year

B2B Organizations' Content Marketing Team Size
(Full-time/Dedicated to Content Marketing):3

All Respondent Company Sizes (Small 1-99 EEs, Medium 100-999 EEs, Large 1,000+ EEs)

Over 250 marketing, sales and IT executives were asked to rate the following statements as they related to the winning vendor versus other vendors they considered:4

Very Important Somewhat Important

STEP 3: Format matters...

Have you ever seen a piece of content and thought it was really engaging? Finding captivating and creative formats for your content is a great way to draw interest, as well as allow you the opportunity to create multiple pieces of content from the same or similar information. Get creative here and research what your audience responds to.

Do you currently align format selection with audience and type of content? (select one)



What formats aren't you using but would like to start in the future and why? (please list all ways)

Content formats found to be the most valuable for early,
mid and late stages of the buying process.5

Content types most shared with colleagues
(check all that apply).6

STEP 4: Development timelines...

It may look like you have a mountain to climb, but the best thing to do is just get started. You have a plan, so create a schedule and do your best to stick to it. Take it on in manageable chunks and pace yourself. Producing quality content is more important than distributing something that will leave your audience wanting, or worse, confused.

How many new pieces of content do you create in a 12 month period?(select one)





What is your development QC process to ensure that your Lead Gen content is being developed for the appropriate audience(s)?

The goal for any Lead Gen program is to collect critical lead contact information so you can pursue an opportunity to deepen the relationship. Developing compelling content is putting your best foot forward at the beginning of this relationship.

Reminder: This is a no-strings-attached download. The PDF with your selections will open in a new browser window, no email address required.
You can use this document as a starting point - print it out or email it to colleagues as a guide in your discussons for content development along the way.

Considerations: X

Consider developing both buyer profiles (data profile) and personas (personality profiles) to target and communicate more effectively through your lead gen content to drive interest and engagement.

Consider developing buyer personas to put a face on your audience and better understand both their practical and emotional needs in their role. This will lead to more effective messaging and assets that align with their interests, attitudes, opinions and needs.

Consider revisiting personas every six months to ensure they are up-to-date and relevant.

Consider revising your profiles and personas every six months to ensure they are up-to-date and relevant.

Consider whether your C-suite provides sign-off only or are part of the decision-making team throughout the process. Version your content to different levels of the organization to resonate with their role and responsibilities.

Consider creating a content calendar that includes regularly scheduled audits. Include all key stakeholders in the process and keep to a schedule. Auditing your content is as important as developing new, relevant content.

Leverage your knowledge of your audience and how they identify and pursue solutions to their ongoing business needs. Identify their content preferences for each stage of their buying journey and develop your content accordingly.

Consider having quarterly meetings with the Sales Team to understand what they are hearing in the market, what is working, what isn't working and what gaps need to be filled.

Consider identifying sources for input and schedule time with them. Outline your content strategy and their role in contributing content topics and ideas for audiences.

Consider providing agency and consultant partners with open access to all key stakeholders responsible for the success of the product / service.

Consider ways your current content can be repurposed into additional assets. Look at creating different formats for different distribution channels. Also, assess your internal resources and develop a process to help them be more efficient in development. If you lack resources, consider an outside resource to assist in the ongoing development of content.

Consider how your content is being used and measure effectiveness. Based on the outcome of an audit, repurpose effective content, rethink low-performing pieces and develop new to fill in the gaps.

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