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
DevOpsSUMMIT at CloudEXPO, to be held June 25-26, 2019 at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
The benefits of automated cloud deployments for speed, reliability and security are undeniable. The cornerstone of this approach, immutable deployment, promotes the idea of continuously rolling safe, stable images instead of trying to keep up with managing a fixed pool of virtual or physical machines. In this talk, we'll explore the immutable infrastructure pattern and how to use continuous deployment and continuous integration (CI/CD) process to build and manage server images for any platfo...
Automation is turning manual or repetitive IT tasks into a thing of the past-including in the datacenter. Nutanix not only provides a world-class user interface, but also a comprehensive set of APIs to allow the automation of provisioning, data collection, and other tasks. In this session, you'll explore Nutanix APIs-from provisioning to other Day 0, Day 1 operations. Come learn about how you can easily leverage Nutanix APIs for orchestration and automation of infrastructure, VMs, networking, an...
Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. 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 throughout enterprises of all sizes. We are offering early bird savings...
It cannot be overseen or regulated by any one administrator, like a government or bank. Currently, there is no government regulation on them which also means there is no government safeguards over them. Although many are looking at Bitcoin to put money into, it would be wise to proceed with caution. Regular central banks are watching it and deciding whether or not to make them illegal (Criminalize them) and therefore make them worthless and eliminate them as competition. ICOs (Initial Coin Offer...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Organize your corporate travel faster, at lower cost. Hotailors is a next-gen AI-powered travel platform. What is Hotailors? Hotailors is a platform for organising business travels that grants access to the best real-time offers from 2.000.000+ hotels and 700+ airlines in the whole world. Thanks to our solution you can plan, book & expense business trips in less than 5 minutes. Accordingly to your travel policy, budget limits and cashless for your employees. With our reporting, int...
The current environment of Continuous Disruption requires companies to transform how they work and how they engineer their products. Transformations are notoriously hard to execute, yet many companies have succeeded. What can we learn from them? Can we produce a blueprint for a transformation? This presentation will cover several distinct approaches that companies take to achieve transformation. Each approach utilizes different levers and comes with its own advantages, tradeoffs, costs, risks, a...
This sixteen (16) hour course provides an introduction to DevOps, the cultural and professional movement that stresses communication, collaboration, integration and automation in order to improve the flow of work between software developers and IT operations professionals. Improved workflows will result in an improved ability to design, develop, deploy and operate software and services faster.
Enterprises are universally struggling to understand where the new tools and methodologies of DevOps fit into their organizations, and are universally making the same mistakes. These mistakes are not unavoidable, and in fact, avoiding them gifts an organization with sustained competitive advantage, just like it did for Japanese Manufacturing Post WWII.
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
In today's always-on world, customer expectations have changed. Competitive differentiation is delivered through rapid software innovations, the ability to respond to issues quickly and by releasing high-quality code with minimal interruptions. DevOps isn't some far off goal; it's methodologies and practices are a response to this demand. The demand to go faster. The demand for more uptime. The demand to innovate. In this keynote, we will cover the Nutanix Developer Stack. Built from the foundat...
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
SAP is the world leader in enterprise applications in terms of software and software-related service revenue. Based on market capitalization, we are the world's third largest independent software manufacturer. Harness the power of your data and accelerate trusted outcome-driven innovation by developing intelligent and live solutions for real-time decisions and actions on a single data copy. Support next-generation transactional and analytical processing with a broad set of advanced analytics - r...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...