The Pathway To Demand Generation
Internet and Social media have made things easier for the marketers, who only have to try and capture the attention of their audience in such a way that the same people could be converted into loyal long-term customers.
So, the task in hand is to generate demand, but what is the most effective way to do it? The answer is - through strategic content. 87% of the marketers are using content marketing today, but only 3% of them say that their application content is ’’very effective’’.
Why is that so? What are they doing wrong?
Given that content marketing is a relatively new concept, most companies fail to properly establish the link between content and demand generation. In most organizations, there are separate teams for each, operating with different ideas and in different paces, leading to misalignment of content leading to many missed opportunities.
How can we improve?
The demand generation team knows about the needs and the journey of their buyers/ potential buyers, whereas the content marketing team knows how to convey a message in the most appealing manner. The key is to combine both to produce a synergy that could skyrocket the demand for the product or service.
The demand and content generation teams should collaborate with one another so that the content can be made both appealing as well as relevant to the target audience.
Here’s how that can be done:
- Both teams should meet monthly or quarterly
It is important for both teams to share their ideas with each other. A proper collaboration needs stable communication, hence scheduled meetings at set intervals would help the process.
- They should determine a content road map
Planning is key for any task, and so it is for this one too. A clear blueprint of the path to the final goal will make the journey much easier.
- They should support company-wide content requests
Though the content is to generate demand, the content itself should also be one which is widely demanded. That way, the content becomes more relevant.
- They should ensure consistency of message and voice
The content needs to be very clear in its stand. The content marketing team should capture the essence of the message of the demand generation team in their words/infographics.
- They should streamline content creation for scalability
Sticking to the content road map and moving forward in an efficient manner would largely improve the future prospects of the company. They should also reduce duplicate efforts and resources.
How do we know what content works best?
That depends on the target audience. This is where we need to understand the difference between demand generation and demand capture. Demand generation refers to acquiring a new set of clients whereas demand capture refers to enticing the people who are already interested in your product. In the latter, since people are already into your product, it would be sufficient if your content has webinars, whitepapers and solution sheets that explicitly discuss your products and services. However, in demand generation, we are dealing with random strangers who have no idea about our product or service but could potentially become interested. Therefore, the content that we generate needs to lure them; it needs to be creative, funny, unique, eye-catching, and maybe even a little controversial.
The next step is to answer the question - Which devices are the target audience using?
An important aspect of content marketing is crafting the content in such a manner that it fits the screens of different devices. However, prioritizing one among the many devices and setting that alignment as the standard one is key to efficiency.
Massive hike in the use of mobile phones over the past couple of years gives us a hint as to where we need to focus our efforts. In fact, 58% of site visits were made from mobile devices in 2018. Hence, at a demand generation level, all content must follow a mobile-first mindset. Since you’d want your content to reach as wide an audience as possible, make sure that the content you create fits the most common source of consumption.
Remember, demand generation cannot be achieved overnight. It is a gradual process that requires a lot of planning, careful execution and definitely use of strategic content.
And so, make your content clear, crisp and catchy. For, in today’s world, time has become a scarce resource.