You Can’t Hit Two Birds with One Stone: Content for Demand & Lead Gen
In the marketing world, there are twins who a lot of people often wrongly refer to (and prepare for), especially when it involves content marketing. It’s easy to say you can’t blame them because, well, it’s often the case about twins, but when you’re in marketing, you’re supposed to know them beyond what they appear to look like in the surface. You know, like family knows which twin is which.
We’re talking about Lead Generation and Demand Generation.
Some would just wave it off as something insignificant, and that’s where their folly begins. In fact, the difference between the two is important enough that applying to one what you prepared for the other could turn out to be a major stumbling block if not a huge blunder. Here’s why.
Demand Generation vs. Lead Generation
Demand Generation is when you create awareness of, interest in or demand for your company’s products or services through marketing, particularly content marketing. You do this by giving away free relevant content in the hope that the reader or audience understands or is inspired by it and eventually demands your product or service. Usually, there’s a call to action at the end part of the content. To put it simply, the objective and the expected results of demand generation are the same: to make people demand or buy your product/service.
Lead Generation, on the other hand, takes place when you collect relevant information about potential clients or prospects, usually in exchange of content, and then follow them up with other marketing channels in order to turn them into qualified sales leads. There’s often also a call to action at the end of the content.
With lead generation, the objective and direct result are different. Your purpose for lead generation is to make the reader want your product or service, and the outcome is the information you gather.
Another difference between the two is how content is presented. While demand generation-directed content is given for free, content for lead generation is usually “gated”.
In other words, people who need it can only have it if they give away specific information first, such as their name, email address, or phone number. These are then stored in a database so the sales team may follow up