Strategies to drive business demand have always been complex. As marketers, we try everything: events, direct mail, email campaigns, unsolicited calls, targeted digital advertising, and any other methods we can propose.
Whatever the method, two components are always the heart and brain of the operation: content and data. Any attempt to generate demand requires marketers to create accurate content and have the right data at their fingertips. Without these two pillars, it is difficult to succeed in today’s digital market.
Unfortunately, marketing content is repetitive and stagnant. To accommodate search engine algorithms that lead to content-rich sites, many marketers quickly became content engines, producing blog posts, e-books, and case studies.
But how much content is really effective?
Meanwhile, the data has become an irrevocable argument. Marketers are inundated with information about data and investment tools, which should solve all the problems we have.
In the rush to embrace data-driven marketing, the biggest investment in marketing has been in data analysis and solutions, consuming a 16% share of annual budgets. But at the same time, more than half (57%) of marketers worldwide say they are overwhelmed with data entry, to the point that many marketers no longer want to hear the word “data”.
With all of these questions in mind, it’s time to take a closer look at the content and data methods you use in your question generation strategy. When properly combined, content and data can become the two pillars that take your demand generation to new heights.
The pillar of content
Marketing content must first have value for the reader.
As a result of the constant flow of information within reach, global collective attention is getting shorter than ever, according to a study by the University of Denmark. People don’t want to read more than they should – almost 60% of people who share articles on social media do so without reading the title. This is obviously a major challenge for content marketers.
To function as a demand-generating piece that involves and accelerates the learning and purchasing process, content must be filled with creativity and the art of storytelling. Many marketers use content strategies that create daily junk just to get content. In addition to a creative story, content must also have value for readers – it must be especially useful – supporting your business story or buying cycle.
Take a step back and see the story you want to tell, share experiences and events, virtual or physical, and through online content. Stop and think: what is the story you want to tell? How does this solve a problem for your target audience?
Once defined, this vision must be translated into the type of innovative leadership and other content supported by your company. According to an Edelman study in 2020, only 17% of marketers rate the quality of innovative leadership as ‘very good or excellent. Awareness and intentional behavior in the intermediate stages of funnel research and customer expansion.
When each piece of content tells an intentional, valuable and engaging story, it’s time to put your data in order.
The Data Pillar
While the data presents exciting marketing opportunities, it also represents some of the biggest challenges. 54% of business organizations say that the lack of data quality and integrity is the biggest obstacle to be overcome. Worse, 52% of marketers say that team members spend most of their hours on data management.
But marketers can’t lose hope – data is essentially science.
The most important data to know is the right audience and the issues to be discussed in a question generation campaign. The important question then is: how can we understand what our addressable market is like there?
Getting data – from industry to location and location – for your responsible market is critical. To understand your general market, you need to go beyond email addresses. You need clean, up-to-date data that is tested quarterly – accurate instant email addresses, up-to-date phone numbers, relevant social accounts and ever-changing positions to get started.
Once you’ve determined your fully reactive market, including identified gaps and opportunities for expansion, you can bring your program to life using this data to drive relevant communications and offers through the right channels.