What Content Does Sales Actually Want? Content marketing can be an enormous goldmine of potential leads and sales. It can increase site traffic, educate users about your product, capture lead information, and push people through the funnel. All content, though, is not created equal. This is something I’ve seen time and time again as a content marketer. All too often, there’s a misalignment between sales and the marketing department, and the content just doesn’t quite bring in the type of actions or leads that sales needs.