How Content Generates Demand?

Let's backtrack. Computer marketing was born nearly three decades ago, and computers were smart enough to collect customer data and deliver unaggregated content. Fast forward to today and look in your inbox.

We all share the same inbox and social media story, no doubt, with the same old brand awareness theme. Frankly, there is nothing outside the box that we can stop and check. Our inboxes are out of space and we are (well!) Out of time to clear up the clutter.

As you can see, marketing has evolved from traditional home-to-home, direct and indirect guerrilla warfare to a more contemporary and sophisticated digital media war. For any industry, high-quality leads with marketing or sales qualifications are generated through digital marketing. And what exactly are you selling digitally? Content!

Content is the pivot, which is turning the dynamic marketing cycle to create demand. A content marketing firm study found that the number one content marketing challenge facing B2B marketers is producing valuable content (60%), then consistently producing content (57%), and measuring content effectiveness (57%).

Simply put, premium content is a tool for enterprises to increase their conversion rate. Many B2B marketers use a mix of content to promote on different channels. These include email marketing, blog post, articles, whitepapers, reports, guides, e-books, videos, GIFs, webinars, podcasts, etc.

Writing content that attracts your potential customers is no rocket science, you are providing the right things to start and go. Implementing the most accurate marketing strategy will increase your chances of attracting the audience you want to target.

Here's Deck 7's 5-point scale, a checklist for creating well-gated content that helps you create, monitor, measure and control your gated footage to create demand. But before we get to the 5-point scale, it is assumed that you have clearly identified the personality of your buyers and have a content marketing arm to achieve the desired results with your gated content marketing strategy.

1. Does it convey pain points?

The seller should talk about the audience’s most pressing issues, pain points, and critical challenges during the title. Introducing your gated content is like starting a discussion with your customers where you are reiterating their problem and letting them know that you can guide them through the appropriate solution. The content you provide may be in the form of Gate infographics, landing page or any other type of content gating.

2. Are there enough statistics, links and facts?

Referring to the experts in the field, what the research says about it, give relevant statistics and enter facts from reliable sources suggest that they are not alone and that the problem is common. Include good links to help you move through reports or blogs for better understanding. Because of this, you are telling your audience how big the problem is and what are its side effects. You are validating your points with some real facts and statistics that grab your attention. The best way to do this is to turn potential customers into qualified leads.

3. Have you introduced a use case to demonstrate what others are doing?

Here you will tell them how a particular content marketer sorted out the same problem and how others with similar challenges tackled it. Use real use cases to describe your B2B content. This will not only add credibility to your content but also suggest you as an expert in this field. When you have a direct example to look at when your target audience starts validating your information. Gated content works so that the audience is ready to trade for their details for the information you provide.

4. Have you been compensated?

It's time you give them a solution and explain how your service, app, product, platform or device can help customers meet their specific needs and overcome their challenges. Introduce the key features, benefits, unique selling points and achievements of your content offering. This level acts like a lead magnet if you give the content the audience is looking for.

5. Is there a touchpoint?

Give a brief description of your company and provide a touchpoint, such as your contact information, website, email id or address. Provide the subject property to refer back to.

Follow this 5-point scale to put your gated content strategy in a trusted league to generate much-needed demand and start a key generation process.

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