You can use content marketing to generate a steady stream of new customers for your business. While most brands offer content such as blog posts, articles, and videos to waive the fee, they also create high-level content, such as white papers, case studies, and eBooks, to serve as the main magnet. Then they require the reader to opt into the mailing list before gaining access to high-level content.
Once you get permission from interested email customers, you can introduce leads into your sales funnel. As it leads you to find and engage with content marketing efforts, they may convert from current customers' potential.