Content Marketing: 5 Ways to Generate Demand

The best marketers are the ones who create markets, and content marketing can help you do that.

We often think of marketing as a way to identify potential users of our product Content Marketing: or service and thus be able to “sell” them our brand. But what really makes the difference is the ability to create a new audience where none existed before and thus expand the reach of our brand.

According to the recent study Using Content Marketing to Generate Demand, Create Content Marketing: New Audiences by the Content Marketing Institute, content marketing can help us achieve the goal of expanding our horizons and creating new audiences for our products. Let’s see how!

Content Marketing 5 Ways to Generate Demand

The problem: identifying demand or creating demand
One of the best examples of demand creation is Apple’s iPhone. When Jobs introduced the product in 2007, no one was aware of the need for an iPhone, or of the dramatic change it would represent in the way we communicate. In fact, not even Apple expected this revolution: they had simply french polynesia email list 150000 contact leads out to design an iPod that could make calls.

Content Marketing 5 Ways to Generate Demand

Another great example in our industry is HubSpot . When the company aleart news founded in 2006, the marketing automation market was already saturated . But instead of copying its competitors, HubSpot popularized a new category: inbound marketing . Today, just over ten years later, this concept is an essential pillar of our strategies.

Despite these two exceptional examples, the truth is that today’s marketers are how to conduct interviews that position your corporate podcast struggling to generate demand . We operate in a fragmented and noisy environment where it is very difficult to reach potential customers. Marketing departments are under great pressure to meet short-term objectives. The customer journey is increasingly omnichannel and complicated, and it is difficult to differentiate our brands.

But despite all these complications, generating demand is one of the most important needs of today’s businesses . Marketers must continue to look for opportunities to support their companies’ growth strategies.

Demand generation strategies often stop at demand identification plans. Marketers focus on finding users who are already asking for their products, services and solutions, optimizing their content for search terms and needs related to them.

The problem is that the market potentially interested in a brand’s specific products is always finite, and eventually runs out. So, although great results may be achieved initially, this strategy is not feasible in the long term.

Given this situation, the Content Marketing Institute study has considered how to create a content marketing strategy whose results improve over time. Let’s see what their results say.