Content needs to support every stage of your funnel. It helps educate your prospects and help them make decisions. Here are the metrics and content types that I believe can support the various stages of the buyer's journey (or customer journey, as the cycle really never ends).
Goals: Thought Leadership and Engagement
Types: Blog Posts, Infographics, Educational Videos, Online Ads, Press Releases
Metrics: Referral Traffic, Social Shares, Channel Engagement, Downloads