How to Develop High-Impact Content for Demand Generation

Summary

Branding strategy

Demand Generation efforts

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    Snackable content with a focus on core brand values to be promoted via social media and sales outreach

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    Targeted Display Ads that showcase brand keywords and benefits

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    Corporate Social Responsibility (CSR) campaigns with events that highlight key brand values beyond sales initiatives

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    Useful gifts that develop a positive connection between the prospect and the brand, such as a jacket or travel bag

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    Evergreen materials for prospects to utilise in their day-to-day lives with clear brand design (such as 101 guides, checklists, and tools)

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    Interactive content that builds a stronger impression of the brand design, logo, and colours (such as minigames and long-form pieces with motion design/video elements)

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    Campaigns to incentivise reviews from clients

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    Sales enablement materials with clear messaging on the brand’s unique value proposition (UVP)

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    Events with thought leaders to create a branded, informative space for promoting solutions for major market challenges

Branding strategy

Demand Generation efforts

  • null

    Snackable content with a focus on core brand values to be promoted via social media and sales outreach

  • null

    Targeted Display Ads that showcase brand keywords and benefits

  • null

    Corporate Social Responsibility (CSR) campaigns with events that highlight key brand values beyond sales initiatives

Branding strategy

Demand Generation efforts

  • null

    Useful gifts that develop a positive connection between the prospect and the brand, such as a jacket or travel bag

  • null

    Evergreen materials for prospects to utilize in their day-to-day lives with clear brand design (such as 101 guides, checklists, and tools)

  • null

    Interactive content that builds a stronger impression of the brand design, logo, and colours (such as minigames and long-form pieces with motion design/video elements)

Branding strategy

Demand Generation efforts

  • null

    Campaigns to incentivize reviews from clients

  • null

    Sales enablement materials with clear messaging on the brand’s unique value proposition (UVP)

  • null

    Events with thought leaders to create a branded, informative space for promoting solutions for major market challenges

High-impact tools for building social proof

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    Format: Whitepaper

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    Themes: Social proof, tool recommendations, advice to drive performance

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    Intended outcomes:

    • Generate leads via a Landing Page (LP)
    • Inform leads on tools to build social proof, a key element for ensuring the success of demand generation
    • Encourage email subscriptions via a CTA at the end of the whitepaper
    • Enable sales with an educational asset to drive interest among prospects
    • Drive interest in the brand blog, by encouraging clicks on links to other assets
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    Social media interactions: Reactions, clicks, shares

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    Conversions: LP form fills

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    Traffic: Per source, homepage visits

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    Email subscriptions: Attribution via a trackable link on the whitepaper

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    Revenue: Cost per lead (CPL), client lifetime value (CLTV)

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    Content engagement metrics:

    • Page views
    • Time on page
    • Bounce rates
    • Visitors per sales funnel stage
    • Clicks on internal links
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    Sales engagement metrics:

    • Clicks on content shared via sales on social media (trackable links)
    • Click-through rates on sales emails promoting the content

High-impact tools for building social proof

  • null

    Format: Whitepaper

  • null

    Themes: Social proof, tool recommendations, advice to drive performance

  • null

    Intended outcomes:

    • Generate leads via a Landing Page (LP)
    • Inform leads on tools to build social proof, a key element for ensuring the success of demand generation
    • Encourage email subscriptions via a CTA at the end of the whitepaper
    • Enable sales with an educational asset to drive interest among prospects
    • Drive interest in the brand blog, by encouraging clicks on links to other assets
  • null

    Social media interactions: Reactions, clicks, shares

  • null

    Conversions: LP form fills

  • null

    Traffic: Per source, Homepage visits

  • null

    Email subscriptions: Attribution via a trackable link on the whitepaper

  • null

    Revenue: Cost per lead (CPL), Client lifetime value (CLTV)

  • null

    Content engagement metrics:

    • Page views
    • Time on page
    • Bounce rates
    • Visitors per sales funnel stage
    • Clicks on internal links
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    Sales engagement metrics:

    • Clicks on content shared via sales on social media (trackable links)
    • Click-through rates on sales emails promoting the content

KEY TAKEAWAYS

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    Create clear guidelines for branding and demand generation efforts, which should then support the content creation process.

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    Empower teams with assets and research including guidelines on the branding and key information on your target audience.

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    Collect intent data, feedback from sales, and insights from social listening to drive relevance in your content marketing efforts.

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    Gain a clear understanding of the preferences of your audience per content channel and format to better resonate with their needs and drive engagement.

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    Define the outcomes your content marketing must achieve to then decide the most suitable KPIs.

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