6 Types of Content That Turn Curiosity Into Conversations

One of the most powerful tools in your arsenal is content—not just as marketing collateral, but as a strategic asset for your sales team.

The right content has the ability to signal buyer intent, uncover pain points, and spark meaningful conversations. It does more than attract visitors—it activates prospects and helps your sales team engage them at the right time, with the right message.

When a prospect “raises their hand”—downloads something, registers for an event, or fills out a form—they’re telling you something: I have a problem, and I’m exploring solutions. That’s your cue.

Let’s explore six types of content that do more than just educate—they equip your sales team and help move prospects deeper into the buyer’s journey.

6 Types of Content that Turn Curiosity Into Conversations

1. eBooks That Speak to a Pain Point

eBooks are a great way to package helpful, relevant information that educates while identifying a prospect’s interest.

Instead of a broad overview, focus on a specific pain point your audience is trying to solve. For example, a staffing agency might offer: “7 Costly Hiring Mistakes and How to Avoid Them”—a title that resonates with a frustrated business owner.

Once downloaded, the sales team now knows: this lead is struggling with hiring challenges. That’s insight that fuels a focused conversation.

2. Webinars That Showcase Authority and Invite Questions

A well-positioned webinar not only positions your brand as a thought leader but also gathers a list of engaged, curious prospects.

Consider hosting a webinar that addresses a complex topic your audience is trying to understand—like regulatory updates, financial shifts, or technology trends.

Even after the live session, a gated recording becomes a recurring lead generator. Your sales team can follow up based on specific questions asked, poll responses, or which webinars a contact attended.

3. Contests That Encourage Engagement and Data Collection

Contests can be a fun, creative way to collect high-value data from potential buyers. But don’t make them random giveaways. Design them with intention.

For instance, a B2B tech company might run a “Biggest Productivity Pain Point” contest, where entrants describe their biggest challenge for a chance to win 6 months of free software.

The result? Fresh leads, detailed context on their pain points, and user-generated insights for the sales team to reference in outreach.

4. Checklists That Help Buyers Self-Qualify

A checklist is a simple, action-oriented tool that helps a prospect assess their own readiness or gaps.

Think:
“Is Your Business Ready to Outsource HR?”
“The 10-Point Tech Stack Review for Growing Companies”

When a lead downloads one of these, they’re effectively raising their hand and saying, “I’m evaluating this.” That’s the perfect time for your sales team to follow up with tailored questions or a discovery call.

5. Email Series That Nurture and Signal Intent

An email series is a powerful follow-up to any content offer. But more than just nurturing, each touchpoint is a chance to watch behavior.

For example:

• A lead downloads your eBook.
• They get a follow-up series: a welcome email, related blog articles, a customer success story, and a soft CTA to schedule a consultation.

The moment they click through to read a case study or respond to an invite? That’s a hand raise.

Sales teams can track these triggers and use them as cues for timely outreach.

6. Guides That Position You as the Trusted Advisor

Guides are excellent for helping a buyer navigate a complex decision, while also introducing your company’s approach or methodology.

These are great middle- or bottom-of-the-funnel tools. A PEO might create:
“The Employer’s Guide to Building a Benefits Package on a Budget”
—showing not just what to do, but how you can help.

Sales reps can send this content as a follow-up after a discovery call or use it to re-engage cold leads. It’s education with a purpose.

Content That Starts Conversations and Equips Sales

Content shouldn’t live only in the marketing department. It’s a bridge between curiosity and conversation—a way for prospects to raise their hand and for your sales team to know exactly when (and how) to reach out.

Whether it’s a guide, a webinar, or a checklist, make sure every piece of content you create has a clear goal: to start the right conversation at the right time.