USING CONTENT MARKETING TO GENERATE DEMAND, CREATE NEW AUDIENCES

Content—and how brands use it to interact with buyers at all stages of the engagement journey—has fundamentally reshaped every business’ go-to-market strategy.

This shift has been particularly challenging for “top-of-the-funnel” demand generation marketers, most of who are under tremendous pressure to produce results. One study found that 70% of marketers surveyed expect their demand generation budgets to increase in 2018, with one-third expecting them to increase by more than 20%.

Of course, generating demand is the job of marketing writ large. Marketers make markets. They work to create groups of viable buyers where none existed before. But their jobs are getting harder. It’s getting increasingly difficult just to get a message in front of an audience, let alone generate demand. Costs per lead continue to rise. Most organizations now spend $150 to $350 on every lead—with larger enterprises paying the highest costs.