This document outlines a content strategy for lead generation. It discusses developing an editorial mission statement and focusing content around specific audiences and topics. It recommends creating different types of content like blogs, videos and collaborations. It also suggests optimizing content for search and social media, and publishing it in different places. The document provides examples of developing a strategic content plan around a sample topic of office perks. It emphasizes the importance of persistence, structure and repurposing content in different formats to drive leads.