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CONTENT MANAGEMENT

Many sites have thousands of pages of content. Ensuring that the content you create is on strategy is the first step. Our content managers take your content one step further, ensuring the blogs, videos, white papers, case studies, and more are distributed to the right audience, at the right time, across multiple channels.

To begin, we analyze your existing content and classify it based on where it falls within the buying cycle, its emotional appeal, and whether it’s speaking to your targeted buying personas (determined during our market research). Using this information, we can identify areas that need improvement and recommend edits, rewrites, or additional content creation from scratch.

Based on our recommendations, gathered through market research and content analysis, we create a customized, detailed editorial calendar that maps out what content—original and repurposed—will be served up to each persona over time. Content calendars can deliver recommendations based on personas, verticals, channels, and more. We will help manage the life cycle of your content—from launch to retirement—and maximize your investment. Our content managers can support your team through the workflow and governance of content throughout your organization. We’re adept at coordinating reviews, approvals, and invention of solutions to fill the gaps when a particular piece of content is stuck in the review process.

DEMAND GENERATION

Customer acquisition is an incredibly tough goal and competition continues to grow as startups and businesses around the world increase in numbers. If you’re going to drive the customers and interest you need to survive you need to start generating demand for your product or service.

 

Demand generation is the idea of creating a need for your product or service in the minds of your potential customers. It is a multi-step process that shows your prospects a problem they face, acquaints them with your brand as a potential solution and illustrates the value of choosing you over others.


It’s also important to address what’s the difference between demand generation and how it differs from its close friend lead generation.

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. This is accomplished through a gradual, comprehensive, and holistic process.

 

Ultimately, demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services. Demand generation programs can help your organization reach new markets, promote new product features, build consumer buzz, generate PR, and re-engage existing customers.

 

Demand generation, however, is more than just a branding concept or early funnel marketing tactic. Demand generation programs are touch points throughout the conversion optimization and sales cycles. The goal of demand generation is to build and nurture key prospect and customer relationships for the long term. To do this effectively, marketers need to do things like respond to customer questions on Twitter, promote blog posts through Facebook, host webinars, and run email marketing campaigns.

 

Demand generation is an ebook campaign, a weekly newsletter for blog subscribers, a meet-up event, or a company-sponsored webinar. It's not a quick fix, a banner ad, an email blast, or a call center phone-a-thon. What makes demand generation a distinct concept from other customer acquisition tactics are a commitment to long-term customer relationships and a strategic mindset.

 

Demand Generation vs. Lead Generation
 

Lead and demand generation are often thrown into the same category even though they’re two different initiatives. This is how we take a look at the key differences.

 

  • Lead generation is entirely focused on getting your prospects to submit information you can use to nurture and sell to them. At a high level, it can be illustrated by creating a robust piece of content and gating it behind a form that collects phone numbers and email addresses. The initial focus is on lead generation instead of education.

  • Demand generation is the inverse of that. It’s all about educating your prospects first by showing them there is a challenge that exists and then you explain how your product can solve that problem. It is a more proactive approach to get in front of your audience. This is about showing people you exist, which is much more top-of-funnel than lead generation.

 

See how strategy fits into the bigger picture. Contact us to learn how we can help you build out your demand generation strategy.