Web content supports the lead generation funnel in many ways.
Some content builds awareness, pulling your audience in toward you. Other content builds trust and directly triggers leads. Eventually, we all learn that specific content affects specific parts of the funnel.
The format of the content is a big factor in the outcome for you and your visitor. Blog posts and webinars, case studies and list posts are all different formats with very different marketing outcomes.
Format follows function.
So the content marketer can make strategic choices about formats and create content specifically to strengthen different parts of the funnel.
