Turn Content Into Leads (and Close Them)

Your content gets some views, shares, maybe even some solid engagement...

But your pipeline? Still looking pretty empty.

Here's the thing: content builds awareness, not connection. And connection is what converts.

Most founders pump out blog posts and LinkedIn content expecting leads to magically appear. When that doesn't happen, they either double down on more content (hoping volume will fix it) or pivot to cold outbound because "content doesn't work."

Both approaches miss the point. Content works brilliantly for lead generation — but only when you build systems that bridge the gap between attention and conversion.

Why Most Content Doesn't Convert

Think about your own behavior. You read a great article, maybe like a LinkedIn post, and then... you move on with your day. You don't fill out a form or book a demo unless you're actively shopping for that solution.

This is why most content strategies fail. They treat every reader like they're ready to buy today.

The reality? Most of your audience is in learning mode, not buying mode. They're building awareness, researching problems, or just staying informed. But here's what's interesting: engagement with your content is actually a buying signal — it's just a very early one.

Someone who consistently likes your posts, reads your articles, or visits your website multiple times is showing warm intent. They're just not ready to raise their hand yet.

The solution isn't better CTAs or more aggressive lead magnets. It's building a system that captures and nurtures these warm signals automatically.

The Warm Lead Engine: How It Actually Works

Instead of waiting for people to convert, you proactively identify and capture warm behaviour, then use that data to start conversations.

Here's the flow:

1. Social content → Capture who's engaging (likes, comments, DMs)
2. Website traffic → Capture who's visiting your site
3. Zapier → Sends these profiles to GHL pipeline or lead pool

The key difference: you're not interrupting strangers with cold pitches. You're starting conversations with people who already know and engage with your content.

A founder I know was getting 5K monthly visitors to her SaaS blog but zero inbound leads. After setting up visitor identification and LinkedIn engagement tracking, she went from 0 to 15 qualified conversations per month — same content, better systems.

Tools That Make This Actually Work

You need four types of tools to make a proper content marketing system hum:

• Social Engagement: Use Phantombuster to scrape commenters, likers, and follower lists from your public posts
• Website Traffic: Use RB2B or Clearbit Reveal to capture visitor company info.
• Enrich information: Use Clay to further enrich leads - find missing LinkedIn profiles for example.
• Form Fill + CTA Triggers: Use downloads, tools and lead magnets to further capture leads.

Social Engagement Tracking

Phantombuster is your best friend here. Set up automations to scrape the profiles of who's been liking, engaging and commenting on your posts.

This gives you a list of warm prospects who are actively engaging with your content but haven't converted yet.

Website Visitor Identification

RB2B or Clearbit Reveal turn anonymous website traffic into actionable leads. When someone from a target company visits your blog, you get their company info. You can then use Clay to find their LinkedIn profiles.

Suddenly that anonymous traffic becomes "Sarah from Acme Corp read three of our pricing articles this week."

Go High Level for the Heavy Lifting

GHL becomes your command center. Use Zapier to pipe all this warm lead data into specific pipelines.

Each pipeline gets different nurture sequences based on their engagement level and source.

Social Follow-Up Sequences

For LinkedIn engagers:

Track what content is resonating and who's liking it. Make sure to start engaging with their content and start building a platform relationship with that person. For super engaged leads reach out and find out why your content resonated and see if there's any way you can help.

Website Visitor Nurture

For identified website visitors:

The key here is matching your outreach to their demonstrated interest. Someone who read your pricing page gets different messaging than someone who read your "getting started" content. RB2B will will log their page view history on the Profiles page of the dashboard.

Trigger-Based Conversations

Set up GHL to notify you when leads hit certain thresholds:

These triggers tell you when someone's moved from casual interest to active consideration — perfect timing for a direct conversation.

GDPR and EU Considerations

If you're dealing with EU traffic, visitor identification tools like RB2B get tricky. Here's your compliance-friendly approach:

• Use tools like Cookiebot or Segment to manage tracking opt-ins
• Collect consent-based behavioural data
• Focus more on content CTAs and form fill flows for EU visitors (vs RB2B tracking)

Create EU-specific lead magnets that feel valuable enough to justify the form fill — think industry reports or exclusive content.

Your Complete Content-to-Close Pipeline

Here's how it all comes together:

Content → Engagement/Visits → Data Capture → GHL Pipeline → Smart Nurture → Conversation → Close

The beauty of this system is that it's largely automated and scalable. You create content once, and the system continuously identifies and nurtures warm prospects from that content.

A few things to remember:

The goal isn't to replace good content with clever automation. It's to make sure your good content actually generates revenue instead of just vanity metrics.

Most founders underestimate how much warm interest their content is already generating. They just don't have systems in place to capture and convert that interest.

Build the system first, then scale the content. Your pipeline will thank you.

Ready to build a content system that actually drives growth?

Book a free 14-day content sprint where we'll set up your entire automated content workflow and help you identify the keywords that will move the needle for your startup.