The Imagination: A Sustainable Resource for Online Lead GenerationReimagine your existing content for a fresh web presence. You can start by treating everything your business creates as a critical piece of a larger whole.

Let's assume your company is creating content--blog posts, white papers,YouTube videosor podcasts--as a way to generate leads. (A survey by my company, MarketingProfs, and the Content Marketing Institute found that 90 percent of companies are.) You've embraced the mindset that useful or entertaining material can attract and nurture customers--and you've realized that creating it is hard work. It's a challenge to come up with content that engages customers and delivers results, not to mention to then produce enough of it and have the budget to fuel it. So, are writer's block and time or budgetary constraints cramping your lead-gen style?