Balancing Authority and Lead Generation in Content
This article was published on September 5, 2025
Categorized in: B2B Marketing, Content
When putting together a content marketing strategy, it’s okay to embrace multiple goals and objectives. Good content should establish authority, but it should also generate leads at the same time. In other words, it should deliver useful information, position you as an expert in your industry, but also be results-oriented. The content should help fill your pipeline. How do you navigate developing a content strategy that honors all these objectives? Here are some thoughts:
Establish Authority In Everything You Do
Every piece of content that you write should establish your authority. You do this by establishing a brand voice and writing style that is aligned with a writing style that resonates with your audience. This is a step that a lot of people gloss over. In an age where there is so much content online, and so many ways to develop this content, establishing your brand voice is more important than ever. This is what makes you stand out.
Once you establish a brand voice, every piece of content that you put out there should follow it. This goes for anything from your website content to your social media posts, but this should be a priority especially for any articles that you may write. Knowing the brand voice will also enable you to be more efficient with your content creation. It will help you onboard new employees to write, get third-party help for your writing, and even use third-party tools to assist you with the writing process.
Create Content that Generate Leads
Besides honoring your brand voice, another piece of the puzzle is to actually write content that aligns with the customer buying cycle, because that is where the sales will happen. This is the type of content that generates leads, especially if you’re able to get them on your email list or if they are following you on social media, which is where you will likely share your content to your repeat audience.
If you have content represented for each of the three major areas, Awareness, Consideration, and Decision, then you can proactively answer any questions and concerns they may have. This is especially important for B2B, where sales cycles tend to be long and a potential customer has to consider many factors before becoming an official customer. Make sure your content has all the phases represented, or else you could be missing out on some good leads.
Measure the Important Metrics and Adjust
Measuring how the content is performing is one of the most important parts of the process, and it is the one that is most often ignored. It’s when you measure performance that you can really see how to best serve your audience. Initially, you may not have enough data to make educated decisions about what kinds of content to publish.
It’s when you have data that you’ll be able to understand what is working and what isn’t. From there, you can repeat more of what works, and maybe not repeat what isn’t working. Be sure to also track conversions (if there’s a CTA in the article, this doesn’t always make sense), because that will really tell you if the content directly resulted in some leads.
When it comes to creating your content marketing strategy, it’s important to balance both thought leadership and lead generation. If you learn too far in one direction or the other, you miss out on the benefits, since they both work together.
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About the Author: B2B Fractional CMO Nick Stamoulis
Nick Stamoulis is a digital marketing expert with over 25 years experience, serving as President of Brick Marketing and a B2B Fractional CMO. He specializes in solving complex marketing challenges through strategic SEO, content marketing, social media, PPC, email marketing, AI search and conversion optimization. Nick Stamoulis also embraces AI-driven marketing solutions to improve efficiency, personalize campaigns, and drive measurable results. His forward-thinking approach and commitment to growth make him a trusted leader in helping businesses solve marketing related challenges and achieve marketing and business goals.
