Brock Andony joined me on the Conquer Local podcast to walk through how to build a lead generation guide that actually generates leads for B2B teams.
Good content marketing is not about producing more. It is about producing the right asset, aligned to the business strategy, and then using it everywhere. Brock Andony joined the Conquer Local Podcast at a moment when he had just shipped a beast of a project called the Lead Generation Guide, and the conversation was a case study in how to build top-of-funnel content that actually generates pipeline.
Brock is a young content and marketing specialist on the Vendasta team with a BComm in marketing and a competitive streak. He won a 20,000 dollar marketing case competition in university using, as he openly admits, a content marketing strategy he was already building at Vendasta. The judges called it stolen. The rest of us call it a demonstration that content works.
The Lead Generation Guide: A Case Study
The Lead Generation Guide was designed with one outcome in mind: generate leads for Vendasta. The launch was a textbook example of how to stage content for maximum impact.
- Finish the guide before a major holiday so nothing gets drowned out
- Wait to publish until the new year when inboxes reset
- Release a teaser first, which is chapter one, to warm the audience
- Run conversational and social ads around the teaser
- Release the full guide after audience interest is warmed up
The stats Brock shared on launch day made it clear that intentional sequencing beats “publish and pray” every time.
One Pillar, Many Components
Brock’s real craft is parsing a single large content asset into dozens of smaller components that fit different platforms and audiences. One guide becomes:
- A landing page
- A chapter teaser
- A series of LinkedIn posts
- A webinar script
- Short videos
- Email nurture sequences
- A PDF that sellers can drop into a client conversation
The pillar approach is why smart content teams outproduce the competition even with a smaller headcount. You do not need more content. You need more uses of the content you already produced.
Alignment Is the Multiplier
The biggest point Brock and I kept circling back to was alignment. Content does not work in isolation. It has to start at the top of the organization, align with the strategy, and then get handed off to sellers and marketers who actually know how to use it.
That means:
- Leaders set the narrative. Content supports it.
- Writers like Brock turn strategy into stories with sizzle
- Sales uses the content in real conversations and feeds insight back
- Marketing measures outcomes, not just impressions
For more on how I think about the sales and marketing handoff, see my post on the 10 elements of a successful sales pitch.
Drop It in the Footer of Your Email
Brock made a subtle but important point. The guide is not just a lead magnet for inbound. It is a tool sellers can share in one-on-one email conversations. A rep who ends an email with “by the way, I thought you might find this useful” attached to a high-quality PDF is doing trust work that cold outreach can never do.
This is where content becomes a sales enablement asset, not just a marketing one.
What I Took Away From Brock
- One pillar asset, broken into dozens of components, outperforms constant shallow posting
- Launch sequencing matters. Teasers warm the audience.
- Content must align to strategy and be used by sellers in real conversations
- Accountability is what turns content into pipeline
If you are running a marketing team and drowning in output without seeing the leads, pull apart your process using this lens. The guide is not just the thing. The sequencing, repurposing, and alignment around the guide is the thing.
What is your next pillar asset, and how many components could you actually get out of it if you planned properly?