The document outlines 5 keys to using content for effective lead generation: 1) Understand buyers well through interviews; 2) Focus content on helping buyers, not selling; 3) Nurture leads through a content path tailored to sales stages; 4) Create outstanding content frequently through re-purposing and curating; 5) Expect incremental buyer movement rather than quick conversions. It provides advice on implementing each key, such as conducting win/loss interviews, mapping content to sales stages, and setting realistic expectations.