At its most simple, lead generation is a two part process. First, finding people that show interest in your product or service. And, second, collecting prospective customers’ contact details and pushing them further down a sales and marketing funnel.
Online businesses today rely on content marketing to capture an audience. Content marketing takes many forms. It could be high-level, generic blog posts that relate loosely to your business. But it could also be highly-specific landing pages that target a high-intent audience. This audience can driven by search engine marketing or email campaigns.