Before we get into the juicy stuff, let's clear up some confusion around demand capture and demand generation. I mean, who needs clarity when you can just blindly throw content into the void, am I right?
Let’s Define Our Terms: Demand Capture vs Demand Generation
Demand Capture is when you create content that's designed to capture the attention of people who are already searching for specific products or services. These folks are already aware of their need and actively searching for a solution. This often takes the form of content optimized for ranking in search or paid search placements.
Demand generation is all about creating interest and awareness around your brand and products. Unlike demand capture, which targets people who are already searching for specific solutions, demand generation focuses on reaching potential customers who may not even be aware of their need yet. With demand generation, you're creating content that showcases your expertise, thought leadership, and unique selling proposition, with the goal of getting people excited about your brand. Whether it's through social media campaigns, influencer partnerships, or content marketing, demand generation is all about building relationships with your audience..
An Example:
Think of it like this, Demand capture is like a customer who's already in the market for accounting software. They're searching for "best accounting software for small businesses" on Google, and they're just weighing out the best option. Demand generation, on the other hand, is like a startup that's trying to create awareness about their new way of doing accounting. They're targeting potential customers who may not even know they need their solution yet, they are trying to generate interest in their specific solution. These customers may not know they have a problem yet and aren't actively searching. But once they do will be eager to solve it.
Now, the problem:
Many companies make the fatal mistake of blending the distribution strategies for demand capture and demand generation content. They share search intent content on social media, hoping that their target audience will just magically stumble upon it. It's like throwing spaghetti at the wall and hoping it sticks, but instead, you end up with a mess all over the floor.
The Solution:
To avoid this disaster, it's crucial to build separate distribution strategies for both types of content. Here are some steps to get you started:
1. Define Your Objectives
Figure out what you want to achieve with each type of content. Are you trying to capture the interest of people who are already searching for your product or service? Or are you trying to create interest and awareness among those who may not know they need you yet? Once you have your objectives in mind, you can tailor your content accordingly.
2. Tailor Your Content to Your Objective
Okay, so you know what you want to achieve with each type of content. Now it's time to create content that actually achieves it. For demand capture content, focus on creating content that answers specific search queries and provides valuable information to the searcher. For demand generation content, focus on creating content that showcases your expertise, thought leadership, and unique selling proposition. Don't just throw content out there and hope for the best. That's like trying to win the lottery without buying a ticket.
3. Choose the Right Channels
Okay, you've got your content ready to go. Now, where the heck are you going to put it? For demand capture content, focus on channels that are designed for search intent, such as Google and YouTube. For demand generation content, consider using channels that have a broader reach, such as Twitter, LinkedIn, or TikTok. It's like choosing the right outfit for the right occasion. You wouldn't wear a ballgown to a pool party, would you? (Well, I mean, you could, but it might not have the desired effect.)
4. Optimize Your Distribution
Don't just put your content out there and hope for the best. Optimize your distribution by using the right keywords, hashtags, and tags for each type of content. For demand capture content, use keywords that match the search queries of your target audience. For demand generation content, use hashtags and tags that are relevant to your brand, industry, or topic. It's like seasoning your food. You wouldn't just throw a bunch of spices together and hope it tastes good, would you? (Well, I mean, you could, but it might not be the best meal you've ever had.)
5. Measure Your Results
Okay, you've put in all this effort, so you want to know if it's actually paying off, right? Measure your results to determine the effectiveness of each distribution strategy. Use analytics tools to track engagement, traffic, and conversions for each type of content. Adjust your strategies as needed.
How can you determine the right channels for your demand capture and demand creation content?
When it comes to choosing the right channels for your content, it's important to think about your target audience and where they're most likely to be. For demand capture content, you'll want to focus on channels that are designed for search intent, such as Google and YouTube. For demand generation content, consider using channels that have a broader reach, such as Twitter, LinkedIn, or TikTok. Additionally, think about the format of your content and which channels are best suited for it. For example, video content tends to perform well on platforms like YouTube and Instagram, while longer-form written content may be better suited for your website or blog.
What are some common mistakes to avoid when building separate distribution strategies for each type of content?
One of the most common mistakes is blending the distribution strategies for demand capture and demand generation content. This can result in search intent content being shared on social media or hoping Google picks up an article that nobody is searching for, which can tank the reach of your content. To avoid this, make sure to build separate distribution strategies for each type of content. Another mistake is not defining your objectives clearly enough for each type of content. This can result in content that doesn't resonate with your target audience, leading to low engagement and poor performance. So, make sure to define your objectives clearly, and tailor your content and distribution strategies accordingly.
How can you balance creating content that appeals to both search intent and thought leadership?
Finding the right balance between search intent and thought leadership can be tricky, but it's definitely doable. Start by understanding your target audience and their needs, and create content that speaks to those needs. For demand capture content, focus on creating content that answers specific search queries and provides valuable information to the searcher. For demand generation content, focus on creating content that showcases your expertise, thought leadership, and unique selling proposition. By creating content that appeals to both search intent and thought leadership, you can position your brand as a trusted authority in your industry while also driving traffic and engagement to your website or social media channels.
There you have it, folks!
By now, you should have a solid understanding of the difference between demand capture and demand generation, and why it's essential to build separate distribution strategies for each type of content. Remember to define your objectives clearly, tailor your content, choose the right channels, optimize your distribution, and measure your results. By following these steps, you can avoid the common mistake of blending demand capture and demand generation strategies and maximize your reach and engagement for every piece of content. So, go ahead and get started! The world is waiting to discover your brand and all the amazing content you have to offer.
TLDR:
- Mixing demand capture and demand creation strategies can hurt your brand's reach and engagement.
- Define objectives for each type of content and tailor your content to those objectives.
- Use different channels for each type of content.
- Optimize your distribution with keywords, hashtags, and tags.
- Measure your results to optimize your reach and engagement.
Explore more here