Content Marketing for Demand Generation
Content marketing is a vital tool for both lead generation and demand generation. There are many different types of email marketing content—from newsletters to infographics. Blogs, white papers, ebooks, case studies, and other written content provide information that helps build customer trust over time. Infographic, charts, and other visual content can present statistics and complex product points more succinctly than text and are easier for mobile users to digest. While videos can be helpful to break through the clutter and quickly grab attention. Your email campaigns can incorporate all of them, or just one, depending on your audience and the goals you want to achieve.
Regardless of the type of content you make use of, your content should be:
- Relevant and well written
- Easy to read, understand, and digest
- Of value to your audience
Content can range widely in form and format. You can use written content, such as blogs, white papers, ebooks, and case studies. Sometimes, visual content works better, especially if your audience is composed of visual learners or perhaps they are viewing the content off a phone or mobile device, which doesn’t lend itself as well to longer written pieces. However, an infographic or chart might sum up your point more succinctly and neatly than several blocks of text and would be easier for the mobile user to digest. Some audiences might prefer videos or interactive content. Email marketing can even be a mix of written, visual, and interactive content, if you choose.
Your audience and the needs of your business will dictate what content you use and when.
How you develop your marketing content depends on whether it will be used for lead generation or demand generation.
For example, lead generation relies heavily on what is called gated content. What is gated content? It’s typically a newsletter, webinar, demo, or another type of content that you promote on your website or social media. Interested prospects have to click through to a landing page to sign up for this content—opening the gate, so to speak. In exchange for access to your content, they are offering up their contact information and some data about themselves.
With gated content, your prospects expect that your content has enough value that they are willing to give you their contact information in return. You now have the ability to nurture these prospects through the sales cycle so that they become qualified leads to turn over to your sales team. By observing their behaviors in regard to your products and services, you can determine the type of content to send them next and personalize it. You then hope to guide them through the sales cycles so that they become a qualified lead to turn over to your sales team.
Content marketing for demand generation works differently. It’s not gated because the goal here is to drive demand and pique interest by casting a wider net out to the general public. Instead, your content is available for everyone as an article on your website, a video on YouTube, or a press release. This type of informational content provides thought leadership and enhances your brand and reputation by positioning your company as an expert in the industry.
Demand generation content helps grow your audience so that you’ll have new prospects checking out your social media and other webpages—and signing up for lead generation content.