How to Take a Demand Generation Approach to Content Marketing

Demand Generation — Tue., Mar. 29, 2022

Content marketing has the potential to generate leads as well as capture demand for products, services, and solutions. A successful demand generation strategy applies two concepts: creation and capture. Creation builds awareness of a brand, solution, or unknown problem, while capture targets search intent and drives qualified leads. To achieve success, marketers must document their content strategy, understand their audience and its pain points, use SEO for long-term plays, utilize email marketing to solidify the brand, build a community around content and personal brands, and supplement organic growth with paid amplification.

Successful demand generation requires close collaboration between marketing and sales teams, a well-thought-out strategy to nurture leads through the pipeline, and frequently looking at conversion and engagement rates to adapt to customer needs. Long-tail keywords help identify search intent, while newsletters offer value to subscribers instead of overly promotional emails. Employee advocacy can help bridge the gap between the brand and its humans, and paid media can amplify organic content quickly.

Data plays a vital role in any content strategy, and marketers should keep in mind that hitting gold on the first try is unlikely. With persistence, you can use content marketing to create and capture demand, generate leads, and become a leading brand in your space.

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