How to fill a new business pipeline using content marketing

Content marketing often feels like a nebulous concept, filled with industry buzzwords and vague promises. So let’s cut through the jargon. What’s the purpose of content?

The short answer is: to reach the people you want to sell to, show you’re an expert at fixing their problems, and start conversations that win new business.

It’s the same fundamental story as any sales or marketing initiative: you’re earning prospects’ trust. If you're smart with your resourcing, targeting, and data, content marketing can consistently fill your pipeline with warm prospects. It's certainly not easy, but when you get it right, the leads start coming in, and the enquiries land in your inbox, you feel unstoppable.

Here’s how to grow your business using content marketing.

Step 1: Inject Your Personality and Expertise

If you only get one thing right about your content, make it this: do not be boring. Everyone knows that the purpose of marketing is to stand out from the crowd, yet in B2B communications, people seem to forget that and think they should be bland and unremarkable.

Yes, it's business, it’s serious, and there are big deals at stake. But that’s exactly why you need to be authentic and human. That’s what puts people at ease, not sterile corporate-speak or industry jargon. Combine creativity, expertise, and perhaps a little humour, and you have a winning piece of content.

Step 2: The SEO Foundation: Building Your Pipeline with Organic Traffic

Even the best content won't fill your pipeline if no one can find it. SEO (Search Engine Optimisation) is the foundational layer that ensures your expertise is discovered by prospects actively searching for solutions.

Don't just write about what you think is important. Use tools like Semrush or Google Keyword Planner to find the exact terms and questions your target audience is searching for. Map these keywords to your content to attract relevant, high-intent traffic.

Search engines favour businesses that are recognised as experts in their field. You can build this authority by creating a cluster of interconnected content that covers a core topic from every angle. This signals to Google that you are a go-to source of information, which boosts your organic rankings and drives more quality traffic.

Step 3: The Content Pipeline: Matching Content to the Buyer’s Journey

About 5% of any given target market is ready to buy at any one time. The vast majority of your prospects are either researching solutions, maybe only just realising they have a problem, or don't even realise that yet. When you map out your campaign and strategy, be smart about what will appeal to whom at which stage of the cycle.

Awareness Stage (Top of Funnel): This is where you grab their attention. Create content that addresses their problems and pain points, without mentioning your product.

The content types to use at the awareness stage of the funnel are blog posts, infographics, checklists, and short, educational videos.

Consideration Stage (Middle of Funnel): Your prospects know their problem and are now researching solutions. This is where you position your expertise.

The content types to use at the consideration stage of the funnel are whitepapers, e-books, webinars, in-depth guides, and case studies.

Decision Stage (Bottom of Funnel): They are ready to make a choice. This content should help them decide that you are the right partner.

The content types to use at the decision stage of the funnel are product comparisons, ROI calculators, testimonials, and free trial offers.

Step 4: Nurturing Your Pipeline: From Clicks to Conversations

Your work isn't done after a prospect downloads a whitepaper. The goal of content marketing is to transform a passive reader into an engaged lead. A well-designed lead nurturing process keeps your brand top-of-mind and builds trust over time.

Use marketing automation to set up a series of personalised email sequences. If a prospect downloads a guide, automatically send them a follow-up email with a relevant case study or a link to a video testimonial. This systematic approach ensures no lead falls through the cracks and they are consistently exposed to your brand’s value.

Step 5: Sales and Marketing Alignment: Closing the Loop

One of the biggest obstacles to a healthy pipeline is a disconnect between sales and marketing. Marketing may be generating a lot of leads, but if the sales team finds them low-quality or lacks the context to close them, your efforts are wasted. A "joined-up" marketing strategy ensures both teams are working toward the same goal.

Your marketing team should work with sales to define what a Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) are. This creates a shared understanding of what success looks like and ensures marketing is consistently providing the right content to help sales close deals.

Step 6: Test, Measure, and Repeat

You never want to be flying blind with your marketing. Data helps you navigate and refine your strategy. You need to define what success looks like from the start.

Set clear targets for your content, such as website traffic, content downloads, or lead-to-opportunity conversion rates. Record the results, understand what they mean, and use that data to inform your next round of content creation. You can’t measure without something to measure against.

The best investment you can make in growing your business is to work with experts who can help you stand out from the crowd. If you want to get your business noticed, contact Nutcracker today. We’ll create a content strategy that cuts through the noise, creates conversations, and converts customers.

Work with the experts

The best investment you can make in growing your business is to work with experts who can help you stand out from the crowd.

If you want to get your business noticed, contact Nutcracker today. We’ll create a content strategy that cuts through the noise, creates conversations, and converts customers.

It’s 020 3941 0305 or hello@nutcrackeragency.com.

Recommended Reading

What is joined-up marketing, and why is it better for B2B lead generation and sales?

This article expands on the importance of an integrated strategy, explaining how to align your sales and marketing efforts for a single, powerful goal. It shows how connecting all your teams and channels can improve lead quality, shorten the sales cycle, and drive better results across the board. If you want to understand the foundational philosophy behind our most effective campaigns, this is an essential read.

Author Bio

Jenny Knighting, CEO & Founder at Nutcracker Agency

Jenny Knighting is the CEO and Founder of Nutcracker Agency, a B2B marketing firm with a reputation for delivering measurable results. With a strong track record of leadership in business development, sales, and integrated marketing, Jenny has a unique perspective on what it takes to drive commercial growth. Since founding Nutcracker in 2014, she has led the agency to win multiple awards and helped countless B2B clients transform their vision into a reality through strategic, results-driven campaigns. Her expertise in connecting creative strategy with tangible ROI makes her an authoritative voice in the B2B marketing space.