6 Surefire Ways to Create Demand-Gen Content in 2020

Creating content marketing plans in 2020 is going to take more than just crafting sellable or consumable content, engaging with your consumers and even dissecting every bit of content analytics you can find to understand who your consumers are and what they want. 

While these are all still relevant and important in Demand Generation marketing, it is also important to know how Demand Gen has evolved. It’s not a new term if that’s what you’re thinking. To formulate a Demand Gen content marketing plan is to understand what it means and to know how to create content that hits all the marks for Demand Generation marketing. 

What is Demand Generation? 

Demand Generation refers to any plan or action that is done to increase awareness and interest in a product or service, with the ultimate goal being able to create a sustainable and predictable channel that will grow your business and lead to profits. 

It is not about creating demands for sales. It is about creating awareness among your target audience via high-quality content to purchase your product or service. 

Take for example this scenario…

You might go about life blissfully unaware of needing a Wake-up light alarm clock for. But then, you see it on your friend’s Snapchat story, so you ask them about that little device. You scroll through Facebook and you see an advertisement about it. In a matter of time, you read about the benefits of wake-up lights compared to traditional alarm clocks that give you a mini-heart attack in the morning. And before you know it, you want one. You may not immediately buy it, but the product is already in your head. 

Some people might say it’s about tricking people into buying things that they do not need. Creating demand gen content is not about forcing or tricking people, rather it is about consciously providing the right information to the right people at the right time. It is not just about increasing the demand for sales.

Demand generation puts all your content marketing, content creation, and sales initiatives into the right goal-oriented framework, creating a value-added customer journey, from the initial interest right to the purchase of the product. 

To plainly define it, demand generation creates the demand for a product or service through a gradual and holistic marketing process that spans the entire company- from product creation, brand marketing, content marketing, and product marketing. 

Jason Miller, in his LinkedIn article, says “It’s hard to predict exactly how making people aware of your brand will flow through into interest, consideration, revenues, and loyalty – but that shouldn’t stand in the way of investing in that awareness”. 

Demand gen places content marketing with sales harmoniously to achieve the company’s marketing goals. 

Why Is Demand Generation Important?

You can build authentic relationships with your potential customers

As consumers, we want value. As a company, you want to create value in your brand, product, and services and align it with your customer’s values.

This will help them become aware of your solutions and how they can solve their pain points.  According to Invesp, 59% of shoppers prefer to buy new products from the brands they trust. By adding value, you can build genuine, lasting relationships with your consumers that are built on trust.

Take, for example,  the coworking brand, WeWork. Their mission statements put the focus directly on people and their brand value “Create a world where people work to make a life, not just a living.” Through their mission statement alone, they can create interest, trust, and optimism by engaging in purposeful branding. 

You can establish genuine buyer trust

Creating content is one thing but creating content that inspires, motivates and educates your ideal customers helps build your company as a brand authority. When people view you as a brand authority, they also see you as a trusted source for information and believe that you can provide the solution to their specific needs. So while they may not buy immediately, you’re on their mind and the minute they want to make a purchase, your company name would be the first they’d search in Google.

You can focus on lead quality

In today’s content marketing ecosystem (not just Demand Generation), it’s not about quantity, it is about quality. The more specific and targeted your marketing initiatives are, the higher-quality leads you will receive. This requires an idea of your customer persona- where do they hang out online and offline, what are their needs, how does your solution help them solve their pain points. 

Generate Revenue

Any marketing initiative, actions or plans need to lead to revenue. Through Demand Generating content, you can create measurable interest in your products or services which can be turned into anticipated revenue. 

Revenue is the ultimate goal and your most vital metric. But there’s one thing about Demand Generation to be aware of- depending on your business model and business goals, the full performance of the awareness you’ve created may take from six months to a year for it to turn into revenue. 

Now that we know what and the why, it’s time to get into the how of Demand Generation. 

6 Ways to Create Demand Generation Content

Spend more time creating purposeful content

According to the Social Media Examiner, 81% of marketers plan to increase their use of original written content in 2020. 

A huge component of demand generation is inbound marketing, and this is where purposeful and original content creation is vital. 

Creating a content strategy for demand generation purposes requires elements such as giveaways and adding valuable content by partnering with industry experts. Creating content is a valuable and long-term investment and it requires consistent effort. Publishing blog posts regularly is not enough- you also need to think of how you can make them valuable for your audience. 

When creating content, ask yourself “Why would someone spend their time on my site, reading my website content or blog posts?”. Content creation requires a great deal of time, effort and yes, money. It’s hard work because great content is a crucial element in demand generation. Don’t double down on giving some half-hearted stuff. Give it all you got!

Feature Industry Experts on your Webinars and Podcasts

If you have something to share with people, webinars and podcasts are a great way to do this and it makes for an excellent demand gen content  strategy. Not only are webinars and podcasts easy to produce (and involve very little production costs), they also increase your brand’s authority. By featuring industry experts in the industry, you can connect with key influencers, market leaders, and boost your brand awareness. 

That said, you also need to plan when it comes to producing your webinar but your main focus should be producing valuable and purposeful high-quality content. Getting Beyonce-status industry experts may be difficult but there are other experts you can feature that are well-respected in the industry. University lecturers, other business owners, researchers, journalists, etc. are a good way to start. The idea here is to give away your best advice, tips, and methods when you conduct your webinars and podcasts. 

Optimize Display Remarketing

Remarketing is a surefire way to increase conversion rates and it must be part of your marketing arsenal. Remarketing not only boosts conversions but it’s also an essential awareness-building weapon. As Ryan Malone of says, remarketing creates repetition and it also translates to a lower cost of sale and faster ROIs, you can use it to target warm leads such as website visitors who abandon their shopping carts and leave a website and you can also optimize your messages and budget needs for the pages, or content you want to remarket. 

Give away your best sellers

You may want to decrease your use of sponsored posts and instead focus on giving away your products, content, and services for free! It may seem counterintuitive to your bottom line to give away stuff, especially products or services that are of real value. Plus, according to Adobe,  54% of readers don’t trust sponsored content – this is a huge percentage you can’t ignore. 

The idea behind giveaways of your best sellers is that it creates trust. You can give away free content downloads for the most popular content on your company (for a limited time), or you can create a promotional offer – for instance “Buy our trusted mixer and get the entire baking set for Christmas!”

This trust will create brand loyalty in your target audience which translates to them coming back to your company to purchase products, services, or content. 

Also, free stuff translates to free promo which creates a better brand reputation for you. 

A seller on Vinted (a pre-loved marketplace that lets users sell, buy and swap clothes and accessories) includes a hand-written note and free sweets in every item purchased from her store. Customers receive their purchased item, read the note, see the sweets and are elated to have received them. It makes them even more happy to write a review and post this up on their social media channels.

By offering something of value, users are more likely to provide information to you to qualify them as a prospective lead, which is the first step in the demand generation process. 

Look into your Lookalike Audiences

As you know, Facebook advertising allows you to create lookalike audiences. This is one of the most powerful and focused targeting strategies on Facebook. 

Facebook Lookalike Audience
Image Source: StitcherAds

With lookalike audiences, it allows you to increase the potential of reaching the right customers with the right information and you can leverage that from Facebook’s vast data resources. You will be losing out by not utilizing this approach considering how often people spend time on Facebook. 

A/B Test your Email Marketing 

AB Testing
Image Source: Optimizely

Email Marketing is a powerful tool in the demand generation lineup. However, not many content marketers are using it the right way or the optimized way. By A/B testing it, you can eliminate all the elements that scare away prospective customers and instead focus on content that speaks to your users. 

Every element of your email campaigns from the headline, the subject lines, images, offer placements and call-to-action buttons should be tested to ensure that it performs at its optimum level. Testing also enables you to make better decisions on your campaigns that are based on data rather than on assumptions. 


Content marketing in 2020 should incorporate demand generation. Spamming your customers with unnecessary content via their social media channels and emails is only going to hurt your brand image and increase the unsubscribe/unfollow rate.

Offering your best tools, your best content in a valuable and purposeful point of view may take more effort and subsequently more time, but it will generate better leads and sustainable revenue for the long haul.

The post 6 Surefire Ways to Create Demand-Gen Content in 2020 appeared first on Rightly Written.

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Sep 13, Grand Remembrances

Today is Grandparents Day in the United States. Being a Grand is a special honor. I feel very blessed that my wife and I have two grandchildren. We were able to visit them today. Yes, we are still being cautious with the coronavirus, but we also find it very difficult to not see them when they live so close. So today we did drop by to visit Jacob (age 10) and Sophia (age 7) along with their parents. We brought donuts and caught up with them. Our grandchildren are still pretty young and this is a precious time in their lives – and ours!

I wish I had known my grandparents better. We never lived in the same place. Dad was a career Air Force pilot, so we moved around a lot. But we did get to see them once in a while when they would visit us, or we them.

A Plague of Giants

There are five known magical ‘kennings’ or types: air, water, fire, earth, and plants. Each nation specializes in of these kennings, and the magic influences the society. There’s a big pitfall with this diversity of ability and locale–not everyone gets along.

Enter the Hathrim giants, or ‘lavaborn’ whose kenning is fire. Where they live the trees that fuel their fire are long gone, but the giants are definitely not welcome anywhere else. They’re big, they’re violent, and they’re ruthless. When a volcano erupts and they are forced to evacuate, they take the opportunity to relocate. They don’t care that it’s in a place where they aren’t wanted.

I first read Kevin Hearne’s Iron Druid books and loved them (also the quirky The Tales of Pell), so was curious about this new venture, starting with A PLAGUE OF GIANTS. Think Avatar: The Last Airbender meets Jim Butcher’s Codex Alera series. Elemental magic, a variety of races, different lands. And it’s all thrown at you from page one.

But this story is told a little differently. It starts at the end of the war, after a difficult victory, and a bard with earth kenning uses his magic to re-tell the story of the war to a city of refugees. And it’s this movement back and forth in time and between key players in this war that we get a singularly grand view of the war as a whole. Hearne uses this method to great effect.

There are so many interesting characters in this book that I can’t cover them all here. Often in books like this such a large cast of ‘main’ character can make the storytelling suffer, especially since they don’t have a lot of interaction with each other for the first 3/4 of the book–but it doesn’t suffer, thankfully. And the characterization is good enough, despite these short bursts, that by the end we understand these people and care about what happens to them.

If there were a main character it would be Dervan, a historian who is assigned to record (also spy on?) the bard’s stories. He finds himself caught up in machinations he feels unfit to survive. Fintan is the bard from another country, who at first is rather mysterious and his true personality is hidden by the stories he tells; it takes a while to understand him. Gorin Mogen is the leader of the Hathrim giants who decide to find a new land to settle. He’s hard to like, but as far as villains go, you understand his motivations and he can be even a little convincing. There’s Abhi, the son of hunters, who decides hunting isn’t the life for him–and unexpectedly finds himself on a quest for the sixth kenning. And Gondel Vedd, a scholar of linguistics who finds himself tasked with finding a way to communicate with a race of giants never seen before (definitely not Hathrim) and stumbles onto a mystery no one could have guessed: there may be a seventh kenning.

There are other characters, but what makes them all interesting is that they’re regular people (well, maybe not Gorin Mogen or the viceroy–he’s a piece of work) who become heroes in their own little ways, whether it’s the teenage girl who isn’t afraid to share vital information, to the scholars who suddenly find how crucial their minds are to the survival of a nation, to the humble public servants who find bravery when they need it most. This is a story of loss, love, redemption, courage, unity, and overcoming despair to not give up. All very human experiences by simple people who do extraordinary things.

Hearne’s worldbuilding is engaging. He doesn’t bottle feed you, at first it feels like drinking from a hydrant, but then you settle in and pick up things along the way. Then he shows you stuff with a punch to the gut. This is no fluffy world with simple magic without price. All the magic has a price, and more often than not it leads you straight to death’s door. For most people just the seeking of the magic will kill you. I particularly enjoyed the scenes with Ahbi and his discovery of the sixth kenning and everything associated with it. But giants? I mean, really? It isn’t bad enough fighting people who can control fire that you have to add that they’re twice the size of normal people? For Hearne if it’s war, the stakes are pretty high, and it gets ugly.

The benefit of the storytelling style is that the book, despite its length, moves along steadily (Hearne is no novice, here). The bits of story lead you along without annoying cliffhangers (mostly), and I never got bored with the switch between characters. It was easy to move between them, and they were recognizable enough that I got lost or confused. The end of the novel felt a little abrupt, but I guess that has more to do with I was ready for the story to continue, despite the exiting climax.

If you’re looking for epic fantasy with fun storytelling and clever worldbuilding, check out A PLAGUE OF GIANTS.

The post A Plague of Giants appeared first on Elitist Book Reviews.

The Artwork Of Gary Choo

Gary Choo is a concept artist/illustrator based in Singapore. I’ve know Gary for a good many years ( 17, actually ), working together in animation studios in Singapore like Silicon Illusions and Lucasfilm. Gary currently runs an art team at Mighty Bear Games, but when time allows he also draws covers for Marvel comics, and they’re amazing –

The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo

To see more of Gary’s work or to engage him for freelance work, head down to his ArtStation.

The post The Art Of Gary Choo appeared first on Halcyon Realms – Art Book Reviews – Anime, Manga, Film, Photography.