Welcome!

Blog Feed Post

Getting Started With Demand Generation: Content Required

How much content do we need to produce before we can just get started? What pieces do I have to create to make this work? And when will I start to see traction on all of this content?

These are some of the most common questions I hear when speaking with folks about planning a demand generation-focused marketing approach that is anchored by content.

Quick definition — Wikipedia says that demand generation is the stimulation and nurturing of awareness and interest in your company’s products (or services), with the goal of generating a strong (and qualified) sales pipeline. And while the stimulation and nurturing part of the definition implies that demand generation is a combination of inbound and outbound activities, those activities will not produce the desired results without a heavy dose of content.

But how do you know exactly which content pieces would work best, how many you need, and how you should use them?

Let’s pretend your company is starting out fresh, or starting with a new offering, and you haven’t created or published much, if any, buyer-focused content. You have a bit of work to do if you want the whole process to succeed. Here is some insight on what types of content you’ll need to get started with a new demand gen program.

Anchor content

With anchor content (and really all types of content), your needs will vary based on a variety of factors, including the number of campaigns/messages, types of products/services, and how many buyer types you are trying to address. If you’re just starting out, though, I would recommend you begin by considering a couple buyer types and their challenges, this way you can address more than one segment of the market right out of the gates.

Once you’ve identified those buyer types and their challenges, settle on at least one key topic, and create a main piece of content to anchor that topic (guide, eBook, white paper, etc.). These larger educational pieces can serve as the focus of your campaigns, and as the call to action for your other surrounding pieces of content. Additionally, in many cases, you might want to gate these larger resources behind a form in order to capture some information on unknown suspects.

Current content tally:

  • 1 large anchor piece

Base-level content — bottom up or top down?

With your key topic now in mind, I recommend going one of two ways to create your next content pieces:

Bottom up — Create a number of smaller pieces of content like blog posts or checklists to then weave together into that larger piece of content referenced above.

Top down — Create the larger piece of content and then “break it apart” into sub-topics as blog posts, checklists, infographics, etc.

You now have a foundation of content to get you close to a launch.

Current content tally:

  • 1 large anchor piece
  • 4-6 blog posts/checklists/other small content pieces

Nurture content

We talked a bit about nurture programs in our previous blog post as a way to help your sales team keep prospects warm utilizing marketing automation. To form the core of your email drip/nurture, you’ll want a series of emails leveraging your best content from the list above, as well as content from outside sources. Likely, you’ll have a series of unique drip programs over time, but in this case let’s start with at least one.

Additionally, you’ll want to take the content you are already creating (blog posts/checklists/etc.) and wrap it into a regular email newsletter to stay in front of your audience. Because you will have already produced the content for this newsletter, your primary challenges are ensuring that you build a polished (and mobile friendly) design template and setting up and delivering the email through a reputable email service provider.

Current content tally:

  • 1 large anchor piece
  • 4-6 blog posts/checklists/other small content pieces
  • 1 drip email program of 5-7 touches
  • 1 monthly email newsletter leveraging your best content

Hit the ground running

Outlined above is merely the starting point for the content you need to launch an effective demand generation program. Combine this content production effort with a comprehensive demand generation plan and the appropriate marketing automation tool, and you’ll be off to a solid start.

Remember, though: effective marketing is not a one-time event, but rather a series of events — like the best musicians, athletes, or artists, effective marketers commit to ongoing practice, testing, training, and tweaking with marketing campaigns.

Want some help with the creation of your demand generation plan or all of that required content? We can help.

The post Getting Started With Demand Generation: Content Required appeared first on Right Source Marketing.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
Kubernetes as a Container Platform is becoming a de facto for every enterprise. In my interactions with enterprises adopting container platform, I come across common questions: - How does application security work on this platform? What all do I need to secure? - How do I implement security in pipelines? - What about vulnerabilities discovered at a later point in time? - What are newer technologies like Istio Service Mesh bring to table?In this session, I will be addressing these commonly asked ...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.