How to Generate & Convert Leads with Content Marketing

Walking your target audience through a funnel in order to convert is not something a lot of people think about when it comes to content marketing. On the other hand, if your content marketing isn't driving people to convert, then you have no reason why you should be doing it. So how exactly do you build a converting piece of content, and how do you structure a content funnel to get someone from a prospect to a lead to a customer?