How I’d build a lead gen content plan from scratch (+ a free template)
Last month, I got a message from someone preparing for a Content Manager interview.
Her assignment? Create a content plan focused on lead generation.
She asked:
“How do you optimize lead gen content—and how do you choose the right metrics?”
It was such a good question. And honestly, one I wish more people talked about.
Because the truth is, most of us learn how to create lead gen content by…winging it. We watch other marketers do it, reverse-engineer examples, or Google our way through it. But no one really teaches you how to build a plan unless you’ve already been in the weeds.
So let’s walk through it—step by step.
What lead gen content actually means (and what it doesn’t)
When someone says “lead generation,” what they usually mean is:
“We want to get more people into the pipeline.”
Lead gen content plays a specific role in that. It’s content designed to capture contact info—so you can continue engaging with potential buyers.
That can include:
A landing page that promotes a gated guide
An email sequence that nurtures leads after a download
A pop-up offering a free checklist in exchange for an email
A live webinar with a registration form
What it doesn’t mean:
Throwing a form on your blog and calling it a day
Measuring success only by views or clicks
Publishing a white paper without a promotion plan
Lead gen content is purposeful. It’s not just about attracting traffic—it’s about moving people closer to a conversion.
How to build a lead gen content plan
Here’s the framework I use whenever I’m working on a content plan designed to drive leads:
📥 Goal: What’s the business goal? Be specific.
Example: Drive 200 new leads by promoting a gated guide over the next 6 weeks.
🧠 Audience: Who are you targeting—and what do they care about?
Example: Transit operations managers who are struggling with driver shortages.
📄 Format: What type of content makes the most sense?
Examples: Downloadable guide, webinar, checklist, free tool, email course.
📣 Promotion plan: How are you getting it in front of the right people?
Think: email newsletters, paid LinkedIn ads, sales team outreach, in-product banners, social posts.
📊 Metrics to track
Which signals matter at each stage of the funnel? We’ll break this down more in the next section.
✨ Want a plug-and-play campaign brief template? Download my free lead gen content planner.
Choosing meaningful metrics (that aren’t just vanity)
One of the best things you can do—especially in an interview setting—is show that you know how to track performance in a way that’s actually useful.
Here’s how I break it down:
Early-stage metrics (top of funnel)
These help you understand if your content is reaching people:
Page views
Time on page
Click-through rate (CTR)
Social engagement
💡 These metrics are helpful for testing headlines, design, and messaging—but they don’t tell the full story.
Mid-stage metrics (lead capture)
This is where lead gen actually happens:
Form submissions
Downloads
Email sign-ups
Webinar registrations
💡 These are the numbers your sales or demand gen team will care about most.
Late-stage metrics (impact on pipeline)
These take longer to surface, but they show true business value:
Marketing-qualified leads (MQLs)
Sales-qualified leads (SQLs)
Conversion rates
Influenced pipeline or closed deals
💡 You won’t always be the one responsible for these—but knowing how your content plays a role shows maturity.
What to say in a content marketing interview
You don’t need to have run a full-scale lead gen campaign on your own. But you do need to show that you think beyond the copy.
If you get a prompt like “Create a lead gen content plan,” here’s what I’d focus on:
Start with the business goal
Map the content format to the audience need
Explain how you’d promote it (and why)
Walk through how you’d measure performance
Most of all? Be curious. Ask what the sales cycle looks like. Ask what’s worked in the past. Show that you’re thinking like a strategist and a writer.
Lead gen content starts with strategy
Lead gen content isn’t magic—it’s just structured, strategic storytelling with a clear next step. The more intentional you are upfront, the easier it is to create content that actually converts.
