We all want new customers for our business, right? After all, it’s what keeps our businesses alive and growing. To get new customers, we first have to work out how to get leads, i.e., people who are interested in our products and services. When we talk about lead generation, we’re referring to the process of attracting, nurturing, and persuading people to buy from us using specific methods to get them through something called a ‘sales funnel.’

In terms of content creation, you can use various methods to move people through the funnel. Let’s look at what each stage of the funnel looks like, and then explore some of the types of content you can create for lead capture within your business.

The stages of lead generation:


At the beginning, you’ll want to make people aware of who you are and what you offer. A great way to do this is by using social media and blogging to get as much visibility on your brand as possible.


Once people begin to recognise you, the next step is for them to become interested in your brand and your offer. This is a crucial step because those who move from the awareness to the stage interest are your ‘ideal client’.


If your audience has become interested in your brand then they become a ‘warm lead’. This means that they understand what you’re offering, and likely have a need or desire for it. They’re just waiting for that little nudge to move to the next stage.


So they’ve made the decision that your product is the one that they need. This is the point where they take action and invest in your offer.

Types of content used for lead capture

The type of content you create to get leads into your sales funnel depends on a few things. Firstly, think about the kind of content your ideal client would find most valuable, and secondly, where would they go to find it?

Once you’ve settled on what you’re going to create, think about the best way to share it. It could be via social media, by email, or on your website.

Here are just a few examples of the types of content you could use to grab leads.


An eBook doesn’t have to be some huge, epic 1000-pager. In fact, sometimes, the more concise you can be, the better. People haven’t got time to consume loads of content, so think about what it is you want to say and how you can get the information across in the best way possible.

Your eBook could be a guide, educational, or even include some kind of short course or set of exercises for the reader to complete.

Exclusive access or memberships

What could you offer as part of a membership scheme? This will be different depending on whether you sell material objects or services, but memberships can work really well, and bring in a little extra income to boot!

Perhaps for a small monthly fee, your ‘exclusive members’ could get a subscription box of something you sell? Or you could offer weekly or monthly practical lessons or mini-courses, or other learning materials such as podcasts, webinars, or online resources.

Case Studies

Having a few informative case studies can work in establishing you as a reliable and knowledgeable figure in your industry. You can use an example of a past client or business that benefitted from your product or service, the steps you took, and the results they got from it.

Landing Pages

The purpose of a landing page is to move a cold lead to a warm lead by offering a freebie in exchange for an email address. What you choose as your freebie is a whole other subject, but it could be as simple as a questionnaire or a checklist. And once you’ve got their contact email, you can use that in your email marketing strategy, where you can woo them and move them through your sales funnel.

No matter what kind of business you’re in, acquiring leads and getting them to buy from you is a process. It’s not going to happen overnight, but if you can master lead generation through your content and learn how to use that all important sales funnel, you will see growth.

Looking for content ideas for your lead generation campaign? Then get in touch to see what we can create together. Also, check out my FREE copywriting guide for small to medium businesses.

About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for writing and for creating amazing content for brands that have a strong sustainable, social and ethical mindset.