Digital Marketing from the Trenches : Live at the Hive

Digital Marketing from the Trenches : Live at the Hive


How to Create Content that Generates Demand

March 08, 2021

This week we're exploring lead magnets and how to create content that generates demand! We'll be sharing some great tips and insights to help you craft that ever-elusive "compelling content" people are always talking about.

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What's New?
Apple's iOS 1.4 update has been big news lately, with the potential to change the digital marketing landscape as we know it. You can read more about it below, plus some interesting news for Pinterest and messaging channels!

What is an IDFA (and How Will Apple's iOS 14 Update Impact Advertisers)? - According to reports, Apple has taken the strategic stance that privacy is a user right and is currently taking steps to grant users more ability to opt-out of any targeting or tracking. This change is expected to occur across Apple's entire product portfolio.

Pinterest Details New Research, Features at Its Pinterest Presents Global Advertiser Summit - New video ad solution Pinterest Premiere gives brands access to exclusive placement on feed for a specific category, demographic, or interest.

How Messaging Channels are Surging and Becoming Critical to Marketing Success - More customers are using messaging channels to engage with brands and make purchases. This is evident in the number of first-time users who adopted a messaging channel in the last year.
What's Working?
So, how do you create content that generates demand? I can't even count how many times I've seen the phrase "create compelling content".

It's easy enough to say, but what does it even mean, and more importantly, of all the content you see in your day to day, how much of it would you consider to be actually compelling?

We'd love to see everyone creating quality content that is compelling to their target audience, so let's take a look at how we would go about doing that.

Buying Roles
Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Six buying roles can be distinguished:

* Influencer - a person whose views influence other members of the buying center in making the final decision
* Decider - the person who ultimately determines any part of or the entire buying decision-whether to buy, what to buy, how to buy, or where to buy;
* Buyer - the person who handles the paperwork of the actual purchase
* User - the person who consumes or uses the product or service
* Gatekeeper - the person who controls information or access, or both, to decision-makers and influencers.

When you attempt to create content that generates demand, you need to understand what your target audience finds valuable.
You don’t want to offer generic content.
You want content targeted to:

* A specific industry.
* A job function.
* Company size.
* A specific location.