Having awesome content isn't the be-all and end-all of a successful content marketing strategy. If you're not being deliberate about how you send your readers down your marketing funnel, you're not going to see results.

In this episode of the Call to Action podcast, Oli Gardner, co-founder of Unbounce, recalls how the company used an ebook to pull in leads before the product was even ready.

Then, Unbounce's Dan Levy and Michael Karp of Copytactics discuss tactical ways that you can put your content to work and gain qualified leads in the process.