Content Marketing Team

What You Need to Know About Demand Generation and Content Marketing

Feeling overwhelmed and confused about demand generation and content marketing? You are not alone.

Demand generation and content marketing are huge topics. There are many strategies and tactics within each of them. As you read this article, you’ll gain clarity on the similarities, and differences, and how they can increase revenue for your business.

What Is Demand Generation and Content Marketing?

Demand generation refers to a data-driven marketing strategy to generate interest in a product or service for your business in Canada or United States. Then, convert the interest into leads and eventually into customers. It covers every touchpoint on the buyer’s journey, from the awareness stage until the sale is closed.

Content marketing is a strategy for providing information resources. It attracts prospective customers and presents possible solutions to their problems. The goal is to establish trust and position you as the expert. An effective content marketing strategy will move prospects down the buyer’s journey.

Differences Between Demand Generation and Content Marketing

At first glance, there are overlaps between demand generation and content marketing. But they’re not the same.

Demand generation is the umbrella term. It includes many strategies like social media, email marketing and event marketing.

Content marketing is a subset of demand generation. It’s a commonly used and highly effective demand generation method. Marketers use content to attract leads, nurture prospects and get sales.

How to Align Content Marketing and Demand Generation

87% of enterprise B2B marketers say they use content marketing today. But only 3% say the application of content marketing is effective.

Thus, it’s crucial to align content marketing with demand generation strategy. It’s not just about putting out content in volume. You must have a plan to see which content attracts the best leads and which one falls flat.

Create Content For Every Stage of The Buyer’s Journey

Prospects seek different types of information, depending on their stage in the customer’s journey. This means you need different content for specific parts of the funnel – the top of the funnel, middle of the funnel, and bottom of the funnel.

For many marketers, the top of the funnel tends to be the primary focus. The top of the funnel is where you grab the attention. They may have a problem and are researching to learn more about it.

Next is the middle of the funnel. Now they’re aware of your brand and are looking for a solution. Provide them with solutions that are available to them.

And lastly, content for the bottom of the funnel. This part is about converting them into customers.

As you can see, the content for each stage is different. It’s important to know where the gaps in the content are that you already have. And create new content where it’s needed the most.

Types Of Content For Demand Generation

When it comes to content marketing, it’s important to provide readers with useful content. Here are examples of content people like to consume:

  • Videos
  • Blog posts
  • Listicles
  • Pillar articles
  • Case studies
  • White papers

Regardless of the type of content, it needs to be high-quality and well-written content. It will position you as the subject matter expert and make prospects return to your website for more information.

SEO is a way to get visitors to your content. Having it highly placed on the search engine results page can bring in leads. These are people actively seeking to solve the problem. As long as you maintain your position, you enjoy a continuous stream of leads even after weeks or months.

Retargeting Prospects With More Useful Content

Retargeting is a great way to market to your prospect. It allows you to follow around people who have landed on your website. As they browse on other websites or scroll on social media, you can show an ad to follow up with them.

Retargeting them with more useful content will help them move down the buyer’s journey. And when you publish a new piece of content, you can put it in front of people who are already interested.


In this article, you’ve learned the similarities and differences between demand generation and content marketing. And you’ve learned tips on how to align the two for maximum results.

If you want to shortcut the learning curve of demand generation and content marketing, we’re here to help. We can put together an elaborate system to attract clients consistently. Take the first step and book a call with us.