Content Marketing: A Shift To Demand Generation From Lead Generation



As per the Demand Generation, Benchmark Survey Reports 2019,

  • 71% of marketers state that in 2019, their allotted budget for lead generation will increase by up to 20%.
  • 37% of B2B marketers have used marketing automation for lead generation.
  • 83% of B2B marketers are used content marketing to generate lead.
  • 93% of B2B companies state that content marketing generates more leads than traditional marketing strategies.

So, how do you generate leads, through? Content Marketing? Lead Generation? Demand Generation? Or by using all three together? However, lead generation has always been the top priority of marketers. But the time has changed, and thanks to the groundbreaking advancement in the content marketing realm.

The KING of digital marketing, “Content” is now generating demand beyond the obvious leads by penetrating into the different areas. The main motive behind content creation has always been revenue generation whether it is directly or indirectly. But, now most of the marketers are realizing that the path to lead customers can break down the conversion funnel. So, the question is arises- what is main cause that responsible for quitting the customer journey before reaching the point of conversion? The reason behind this, is the lack of focus on long term goals. Most of the companies align their efforts with lead generation over the retention of long term goals. What you need to understand is lead generation can be generated more revenue. But, if you want to maximize sales or to repeat sales, you have to create a loyal image in your customer’s mind or build customer loyalty.  But how do you do this?

To better retain customers, nothing is better than a content marketing strategy. With plenty of scopes, you can easily interact with your target customers through different channels while retaining them. Most of the marketers would prefer lead generation instead of demand generation. But, first of all, you need to create demand from new potential customers who did not exist before.

Why do you need to create new demand?

Because customers are the heart of any business, and to create the demand and increase potential customers, you need to go through the layers to deliver what exactly they are looking for. However, the market has become highly competitive than before, thus all these things are getting more difficult and complicated. So, how do you use a content marketing strategy to generate new demand or lead? Before we make a leap into the evident answers, you need to first understand what demand generation and lead generation are. 


What is Lead Generation?


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