The best people to target in an organization are the purchasing decision makers and those who will use your product or service. This means you are not targeting C level roles, but rather managers and directors.

This example is B2C marketing, which targets individual consumers based on their interests and needs.

Lead generation is the first step in the sales funnel. The goal is for a percentage of your leads to convert to paying customers.

Giving away free (relevant) things is a proven method of gaining leads. We recommend creating an ebook that your target market wants, and giving it out for free in exchange for their email addresses.

A CTA is a piece of content intended to induce a reader or user to perform a specific act, typically taking the form of an instruction or directive such as "click here to download our white paper."

We suggest sticking to one CTA. Too many will confuse the recipient, leading them not to click on anything.

B2B content should be relevant to the readers' role. Topics such as advice from industry experts, helpful software, and case studies are great examples of captivating B2B content.

Content marketing increases your ability to communicate effectively with a variety of buyers. Ad words does not allow you to do so thoroughly. Ad words allow advertisers to bid on certain keywords in order for their clickable ads to appear in Google's search results.