Creating Content for Demand Generation: A #CMWorld Chat with Amanda Maksymiw

March 22, 2016 Kim Borden

demand genMarketers want eyes on their content, and demand generation is a key way to do this. But how is it different from lead generation? Building a subscribe base? and what do marketers need to know in light of all of the platforms and options available? Amanda Maksymiw joined our recent #CMWorld Twitter chat to lead a conversation on the current state of demand gen.

You can read more from Amanda and get more information about demand gen at Content Marketing World.

Were there tweets you wanted to retweet, respond to or favorite from this week’s chat? Visit this Storify link.

 

Q1: Is demand generation the same as lead generation? #CMWorld 

A1: No. Both are important, but the goals are different so the ways to get there should be different. Can’t get to Hawaii on a bike #CMWorld

@mikemyers614

A1: No. Demand gen creates awareness & interest in your co & products. Lead gen collects names & contact info for follow-up. #cmworld

@pisarose

A1. Ooo good question. I would argue that it’s not entirely the same. #CMWorld

@revaminkoff

@JeremyBednarski @Nationwide @panerabread Absolutely. Full disclosure, I may have the name wrong. #CMWorld

@mikemyers614

@CMIContent A1 No, demand generation is demand for your product resulting in lead generation. #CMWorld

@GreenRope

A1) Demand generation is the previous step to lead generation. #cmworld

@Liliholl

@VanessaLeBeau2 that’s one no one has mentioned yet! #cmworld

@CMIContent

A1: No, demand generation comes before lead generation & generates awareness while lead generates names, contacts & leads #CMWorld

@SearcySledge

A1: They aren’t the same, but they are both important for a business! #cmworld

@netvantage

A1: Demand gen can mean a # of things, (brand awareness, engagement, etc.) while leads are capturing info. #CMWorld https://twitter.com/CMIContent/status/709772404537430016

@ToddPatton

A1. No, I do not believe they are the same. Look forward to seeing y’all thoughts. #CMWorld

@village_print

@tracibrowne It’s a mouthful! The best of all worlds! :-) #cmworld

@martinlieberman

@CMIContent Thanks! #cmworld

@Liliholl

A1: Demand gen goal is to close business; lead gen goal is to collect qualified connections to build relationships. #cmworld

@eelectriklady

A1: Nope. Demand Gen spans the buying process. Lead Gen is only one step. #cmworld

@ardath421

A1: No! Demand gen is all about creating buyers who are ready to raise their hands. Lead gen is building a database to market to. #CMworld

@amandamaks

Great way to differentiate. #CMWorld https://twitter.com/ardath421/status/709773311551479808

@mikemyers614

@ardath421 hi Ardath! Was so good to see you last week at #intelcontent! #cmworld

@CMIContent

A2: Similar… demand gen is more about raising hype/awareness, lead gen is identifying specific people likely to become customers #CMWorld

@dsbrophy

Q2: Nope. You need demand before you can entertain the concept of leads #CMWorld

@ShakirahDawud

@netvantage agreed! #cmworld

@Marina_2244

@mikemyers614 so was “Hawaii on a bike” :) #cmworld

@CMIContent

@CMIContent A1 demand generation is creating awareness & interest in a product. Lead Generation is using content to collect info. #cmworld

@DefToday

@CMIContent A1: There’s definitely a difference, but describing that difference can get difficult! #CMWorld

@ExperianDQSteph

Good thoughts on the difference. #CMworld https://twitter.com/ardath421/status/709773311551479808

@JeremyBednarski

@CMIContent I’ve already reserved badanalogy.com. #CMWorld

@mikemyers614

Curious #smartypants Shelly (@pisarose) which YOU spend more time on? #cmworld https://twitter.com/pisarose/status/709772623593353216

@jgombita

Hello everyone! Just running in now! http://gph.is/YeJK0W?tc=1 via @giphy #cmworld

@ideakid88

A1 Definitely not. The goal is to generate demand for your products, so prospects become leads by asking for more info. #CMWorld

@SaaSyKathy

A1: I would think demand generation must require a closed deal (actual demand). A lead is just a name in a database. #CMWorld

@billcush

To put it into 1 sentence, @ardath421 says it well. #CMWorld https://twitter.com/ardath421/status/709773311551479808

@CrowdContent

Q2: Is demand generation the same as building a subscriber base? If not, how can they work together? #CMWorld 

A1- No, lead generation is more about creating a relationship with customers, demand is more about creating a sale #CMWorld

@VanessaLeBeau2

@jgombita Demand generation by far. #cmworld

@pisarose

A1. We just wrote a blog on this! The answer is no… but there’s overlap between the two. #cmworld http://ow.ly/Zubfe

@moveo

A2: Building subscribers is actually one way to do lead gen, but they can work together to nurture people into subscribing. #CMWorld

@mikemyers614

A2b: No one likes to be sold until they’re ready to buy. #CMWorld

@mikemyers614

@pisarose thanks. More rewarding work, I imagine, too! #cmworld

@jgombita

A corporate voice is not your marketing messaging document. #CMWorld https://t.co/LKU6vu8R6O

@DavidSmooke

There she goes again :) #CMWorld https://twitter.com/ardath421/status/709774349511892992

@mikemyers614

A2: Demand gen surpasses generating awareness; it’s also about sustaining & deepening interest. A subscriber base helps. #cmworld

@pisarose

#cmworld demand is about us, lead is about them?

@JessiBehrendsen

A2: No, a subscriber base would be considered lead generation #CMWorld

@SearcySledge

A1: Somewhat concerned at the vast differences in definitions I’m seeing for the two. Something tells me that’s not okay. #CMWorld

@ShakirahDawud

A1b: If conversion requires sales interaction, negotiation, or long sales cycles, lead gen is critical to nurture through close #cmworld

@eelectriklady

Bingo! MT @eelectriklady: A1: Demand gen goal is to close business; lead gen goal is to collect qualified connections… #cmworld

@billcush

that’s very clear thanks Todd! #CMWorld https://twitter.com/ToddPatton/status/709773137836027904

@blondepreneur

A2 Indirect leads vs Sales qualified lead – this is the main difference here #cmworld https://twitter.com/CMIContent/status/709773928902692864

@varunkr842

A2: Building a subscriber base can help you form relationships with your audience. You have to build trust before trying to sell. #CMWorld

@ExpWriters

A2: Building a subscriber base is a small PART of demand gen. Should be intertwined with other marketing. #CMWorld https://twitter.com/CMIContent/status/709773928902692864

@ToddPatton

@CMIContent A2: The goal of demand generation is to build a long-term subscriber base through a tactical mindset! #CMWorld

@ExperianDQSteph

A2: building a subscriber base can be the results of solid demand gen. Base then feeds lead generation #CMWorld https://twitter.com/cmicontent/status/709773928902692864

@av8r2000

A2: They work together. Without brand awareness, you can’t build your base. By building that base, you increase awareness. #CMWorld

@SaaSyKathy

A2 Totally agree. #CMWOrld https://twitter.com/ardath421/status/709774349511892992

@GreenRope

A2: It’s not the same, but a strong sub base supports demand gen over time. It’s also a great lead indicator for content success #CMWorld

@amandamaks

A2 A subscriber is not the same as a lead. Perhaps awareness generating, but definitely subscriber does not equal lead #cmworld

@tracibrowne

@martinlieberman Great point! #cmworld

@DefToday

A2. It depends on the business. Only some businesses have subscribers. #CMWorld

@revaminkoff

Nurture- a great word to use when it comes to lead generation! #CMWorld https://twitter.com/eelectriklady/status/709774544412737537

@VanessaLeBeau2

@martinlieberman Always knew you were the nurturing type. :) #CMWorld

@mikemyers614

@revaminkoff Valid point. #cmworld

@netvantage

Yes! MT @tracibrowne: A2 A subscriber is not the same as a lead. Perhaps awareness, but definitely subscriber does not equal lead #cmworld

@ardath421

A2 First comes demand gen then comes building your subscriber base #CMWorld

@GreenRope

@Rogercparker Exactly! Lead gen would be nothing without demand gen! #CMWorld

@SearcySledge

@CMIContent Why hello there! #cmworld

@ideakid88

A subscriber base you can convert now allows you to do your fun branding stuff without starving #cmworld

@PatrickHayslett

A2: Demand gen is lighting fire to the brush. Your subscriber base are all the critters—wanted or not—who leap into the trees #cmworld

@ShakirahDawud

@tracibrowne it would be a shame to directly pass subscribers off to the sales team as a lead! #CMworld

@amandamaks

A2: I think once you get subscribers to buy something…you’ve created demand #CMWorld

@billcush

A2 Our data shows that creating an email subscription base (or community) is critical to convert demand gen into lead gen. #CMWorld

@SqueezeCMM

A2: the goal of demand gen could be a subscriber base, but strategically it requires content marketing + PR + social #cmworld

@eelectriklady

@amandamaks it’s a great way to piss off your sales people #cmworld

@tracibrowne

Q3: As the amount of content published increases, is it more difficult to reach new people organically? #CMWorld

Love that, clear, simple I got it thanks Searcy! #CMWorld https://twitter.com/SearcySledge/status/709773065253597184

@blondepreneur

A2: No it is not. It is the same as lead generation though as you are capturing personal info. #cmworld

@ideakid88

Yes it would be an absolute shame #CMWorld https://twitter.com/amandamaks/status/709775252948176896

@av8r2000

A3: Yes. It’s important to either be the first with content or have a fresh spin if you want to reach people organically. #cmworld

@netvantage

A3: You gotta be smart. #ABM is all the rage right now. It’s a hyper-focused DG strategy & can help you reach the right people #CMworld

@amandamaks

True. More importantly, no one likes to be sold something unless really interested in product or service! #CMWorld https://twitter.com/mikemyers614/status/709774252480851968

@jgombita

@tracibrowne @amandamaks Ha! Yes! #CMWorld

@ShakirahDawud

A2 The subscriber base is kind of like the centerpiece of a Demand/Lead Generation Venn diagram. @CMIContent #CMWorld

@Knkuska

A3: Definitely not, there is more room than ever to create more tailored content to niche audiences. #CMWorld https://twitter.com/CMIContent/status/709775418581102593

@SaaSyKathy

A2: Kim @ McKinney here. Demand generation is more global; building a subscriber base is once prospects have expressed interest. #CMWorld

@McKPR

A3. More content also means people are reading & seeing more. It makes any one thing less valuable, but the big picture easier. #CMWorld

@revaminkoff

A3 When’s the last time you found the most valuable information via the first two pages of Google search? Just sayin’ #cmworld

@tracibrowne

Not a lead, but a step toward. 90% of cases (in our data), people who become leads are subscribers. #optin #cmworld https://twitter.com/tracibrowne/status/709774875913818112

@SqueezeCMM

A3: I’d argue that it’s easier. More content=more opps to organically reach your audience with fresh info. #CMWorld https://twitter.com/CMIContent/status/709775418581102593

@ToddPatton

A3: Definitely. For organic growth, you need to focus on providing quality content that is relevant to your audience. #CMWorld

@ExpWriters

A3: absolutely! it’s not enough these days to only distribute via owned channels #cmworld

@eelectriklady

@jgombita @mikemyers614 true on both fronts! #cmworld

@CMIContent

@jgombita Yes! It’s all about targeting the folks who are going to want/need what you have, right? #CMWorld

@mikemyers614

A3 Organic is also “harder” in the sense that marketers can’t game algorithms like in the past. #cmworld

@PatrickHayslett

A3- It can be hard to cut through the clutter, especially if your follower base isn’t as large as others. Paid ads can help this #CMWorld

@VanessaLeBeau2

A3: Content marketing isn’t about MORE – It’s about BETTER #cmworld

@ardath421

A3 @CMIContent We don’t think so, we think publishing content helps your organic reach as it helps your SEO. #CmWorld

@GreenRope

MT @amandamaks: A3: #ABM is all the rage right now. It’s a hyper-focused DG strategy & can help you reach the right people #CMworld

@billcush

Completely agree! Creating good tailored content is key. #CMWorld https://twitter.com/SaaSyKathy/status/709775857414311937

@Knkuska

@CMIContent A3: Definitely, but it’s standing out that’s important! #CMWorld

@ExperianDQSteph

A1) I think demand generation is a precursor to lead generation. #cmworld

@Serious_Vanity

A3. yes, serving a niche with a fresh take is more important than ever. #cmworld https://twitter.com/SaaSyKathy/status/709775857414311937

@KimVallee

A3: Absolutely! So much content, so little time! #CMWorld

@McKPR

@PatrickHayslett good point #cmworld

@CMIContent

@mikemyers614 @CMIContent as public relations person, I’m not so interested in “targeting” people as providing info wanted/needed! #cmworld

@jgombita

@revaminkoff This is true—and to me one of very few benefits to more-more-more content strategy #cmworld

@ShakirahDawud

@CMIContent A3 not just amt of content. Platforms are choking organic reach, paid programs are necessary until you build owned. #CMWorld

@SqueezeCMM

A3: Absolutely. People’s attention spans & content consumption limits are limited. #contentshock #cmworld

@pisarose

A2) They really aren’t the same. Building a sub base is really creating “exclusivity” for your brand, which can increase demand. #CMWorld

@garytaylorceo

A3: I’d say it’s not trying to reach new people but rather trying to provide the right value to new readers. #CMWorld

@KLWightman

A3. Not if you’re using SMART methods to reach people. More content means you need to target your audience more carefully. #cmworld

@moveo

@ChristinKardos yay! We’ll overlook you jumping in late, but only because we like you :) #cmworld

@CMIContent

@ChristinKardos Hey there Christin! #CMWorld

@mikemyers614

A3) It’s more important to know your audience. Good targeting creates a filter. #cmworld

@Serious_Vanity

Absolutely. It’s just in a more “passive” capacity I think. Does that make sense? #cmworld https://twitter.com/GreenRope/status/709776444138721280

@PatrickHayslett

Heads up, folks… This is happening now. Jump in! #CMWorld https://twitter.com/CMIContent/status/709756082915135489

@ChristinKardos

@jgombita @CMIContent Ah, makes sense. #CMWorld

@mikemyers614

A3: If you’re following best practices, know buyer pain points , & create content that is solving for that, organic is effective #CMworld

@Fawzy_Aya

As @Robert_Rose says (paraphrasing…badly): The least amount of content to bring in the maximum gain. #CMWorld https://twitter.com/ardath421/status/709776163531595776

@JeremyBednarski

A3. You can never run out of new people or audiences to reach. #CMWorld

@village_print

A3) Strong, relevant content will always be king! #CMWorld

@garytaylorceo

@ardath421 Agreed! #CMWorld

@ExpWriters

A3) Yes, even the smallest niches are now crowded with content. On the bright side? means content marketing is on the rise! #CMWorld

@CrowdContent

A3. It used to be there was a golden bullet, but that’s so much less true now. #CMWorld

@revaminkoff

@ellie_hubble @DagmarGatell @BuzzSumo I tried @keyholeco a while ago, it was v effective! #CMWorld

@blondepreneur

A3: Focusing on FAQ-type content #longtail = disconnect with the goal of increased traffic. #CMWorld https://twitter.com/CMIContent/status/709775418581102593

@lindcontent

A3 most content I’ve been seeing is advertising (subtle at best perhaps…but) I’m starting to go back to pubs for trustworthy #cmworld

@tracibrowne

A3. Plus, in combating other content, quality is always better than quantity. Fight through the noise by providing the best stuff. #CMWorld

@moveo

A3: As long as you can provide the best answer to people’s questions & your content is easily findable, you’ll have an edge. #cmworld

@pisarose

Q4: When paying for demand generation, how can you ensure you are getting the best ROI? #CMWorld

@village_print Yes! You just have to be proactive about reaching them. #CMWorld

@ExpWriters

@CrownandCaitlin our cmgr would agree – cookie dough is fabulous #cmworld

@CMIContent

Not really that new @GreenRope. “All marketing is communication, but not all communication [or PR] is marketing” per @CommAMMO #CMWorld

@jgombita

Exactly! #CMWorld https://twitter.com/ExpWriters/status/709776944842326016

@village_print

MT @pisarose: A3: If you can provide the best answer to people’s questions & your content is easily findable, you’ll have an edge. #cmworld

@ardath421

A3: Gotta be great content on the right channels at the right time to win organically. #CMWorld

@amandatodo

*Learning* Listening to great insights on Content Marketing & Branding #CMWorld

@rucsb

@Rogercparker absolutely, that’s why engagement is key everywhere #cmworld

@varunkr842

@Rogercparker @SqueezeCMM do you really think online (brand) product/service “communities” exist, similar to IRL? I’m skeptical. #cmworld

@jgombita

@amandatodo thanks for popping in, Amanda! #cmworld

@CMIContent

A4. You care about quality, you care about how many become customers, how many stay customers, how much they spend… #CMworld

@revaminkoff

A4: Demand (expressed in $ closed deals) exceeds amount spent on paid (whatever). I hope I can attribute the demand to the spend #CMWorld

@billcush

A little late joining the #CMWorld party!

@gerardagency

@CMIContent Hello. :) #cmworld

@amandatodo

@gerardagency good to have you here! We’re on Q4! #cmworld

@CMIContent

A4: Target carefully, Provide obvious value, Refine in flight #cmworld

@ardath421

A4b: Ensure you have a solid marketing plan around the content you create. Social programs, syndication, nurture, influencer, etc. #CMworld

@amandamaks

@Ardrath421 A3 Content marketing isn’t about MORE – It’s about BETTER #cmworld. Beautifully put! https://twitter.com/ardath421/status/709776163531595776

@Rogercparker

A4: A/B test a few versions on a SMALL scale. Roll out with the winner for the majority of your impressions. #cmworld

@PatrickHayslett

@CrowdContent Or, there are a lot of sheep who are just following the leader without planning/thinking first. :-) #cmworld

@martinlieberman

A4: Ask for their audience, see if you can segment, pick content that will resonate, & ask what average CTR, clicks, etc are. #CMWorld

@Fawzy_Aya

It’s important to continuously optimize. Customize at the top of funnel & stay relevant in customer journey #CMWorld https://twitter.com/CMIContent/status/709776937967755264

@CrowdContent

A4: first question is what are you measuring. Next is how much value you place on your lead. ROI follows #CMWorld https://twitter.com/CMIContent/status/709776937967755264

@LynnSuderman

@tracibrowne Great point, not just measuring, but measuring things that matter! #CMWorld

@mikemyers614

Refine in flight. #CMWorld https://twitter.com/ardath421/status/709777552395673600

@ShakirahDawud

@amandatodo great write up in our current #Coma. #CMWorld, if you haven’t read it, take a look: http://www.ccodigitalmag.com/ccomagazine/february_2016?pg=8#pg8 #cmworld

@CMIContent

@billcush Sorry, I mistyped #CMWorld

@ShakirahDawud

@PatrickHayslett But not too small—A/B tests still need to be a strong representative of the whole. #cmworld

@moveo

A4 Keep an eye on Engagement metrics, optimize your campaign, go for quality #cmworld https://twitter.com/CMIContent/status/709776937967755264

@varunkr842

A3: It is getting more difficult to reach new people period. We have oceans of content: 152 million blogs in 2013! #cmworld

@ideakid88

@amandamaks @billcush Oh, okay. Never heard the acronym for this, but yes it is hot #CMWorld

@ShakirahDawud

@blondepreneur Too good. Just too good. :-) #CMWorld

@ChristinKardos

Agreed Roger, I feel less is more than ever b4, tmi 24/7. People can’t take it in!! #CMWorld https://twitter.com/Rogercparker/status/709776512543809536

@blondepreneur

@tracibrowne @mikemyers614 looking beyond vanity metrics is so important – not simply for lead gen but all aspects of our strategy #cmworld

@CMIContent

@jgombita @Rogercparker outside corps, I’d say *this* is an example of a loosely connected online community making itself smarter. #CMWorld

@SqueezeCMM

@Rogercparker which is why I say “Content without connection is like tea without cake,’ Roger, many 4getting the cake!! #CMWorld

@blondepreneur

@ShakirahDawud Ah yes. The typo. Awful, indeed. #CMWorld

@billcush

AMEN #CMWorld https://twitter.com/moveo/status/709778193071345664

@amandamaks

Q5: Is there a certain type of content that works best for demand gen? #CMWorld

@blondepreneur @Rogercparker Booooo … Don’t forget the cake! 😉 #cmworld

@martinlieberman

Yep. A good statistics book will give you the criteria. Total reach s/b at least 10x greater than sample. #cmworld https://twitter.com/moveo/status/709777898597650432

@PatrickHayslett

@jgombita @Rogercparker agreed, but not unrelated. #CMWorld

@SqueezeCMM

@aiaddysonzhang Woohoo! Love that! #CMWorld

@ExpWriters

@PatrickHayslett A4: A/B test a few versions on a SMALL scale. Roll out with the winner…Logical summary #cmworld https://twitter.com/PatrickHayslett/status/709777566559772672

@Rogercparker

A4: Adjust content for your audience through measurement. Track content to find out what works/when it works/through what channels #CMWorld

@ContentCouncil

@martinlieberman @ideakid88 That’s what driving is for…lol. #CMWorld

@JeremyBednarski

@KLWightman Absolutely when you listen more deeply to those who already love u, they’re more likely to recommend you! Simples! #CMWorld

@blondepreneur

A5: The types of #content that will work best for you are completely dependent upon your #audience. #brokenrecord #CMWorld

@mikemyers614

What are some of the specifics that folks are measuring to ensure demand gen is successful? #cmworld

@eelectriklady

A5: Probably goes without saying, but ungated content works best for demand gen. #cmworld

@pisarose

@SqueezeCMM Twitter chats that are focused (in intent, in weekly topic) def. a better ex. But more like a gym class than community! #CMWorld

@jgombita

A3: I’d say buyers now r like your blondest customer ever, so less is most definitely more as they’re so distracted! #CMworld

@blondepreneur

@billcush Thanks Bill! #CMWorld

@mikemyers614

Yep #CMWorld https://twitter.com/mikemyers614/status/709778619443318785

@JeremyBednarski

@JeremyBednarski @ideakid88 Definitely true. I listened to a lot more podcasts when I commuted to work by car. #cmworld

@martinlieberman

A5: Difficult to answer because demand gen involves a longer-term perception shift, which can involve multiple content types. #cmworld

@pisarose

@martinlieberman @ideakid88 Don’t forget the podcasts. Who has time to listen to all the podcasts?? #cmworld I agree. Rather read & skim

@Rogercparker

A5: give away your best stuff (content download, free offer, free tool) to instill trust #cmworld

@eelectriklady

A5: Depends on the preferences of your audience. Diversifying content is a great way to meet all personas. #CMWorld https://twitter.com/CMIContent/status/709778454334443521

@ToddPatton

A5: It depends on where the prospect is in the buyer’s journey. Always have a persona in mind to target. #CMWorld https://twitter.com/CMIContent/status/709778454334443521

@SaaSyKathy

Maybe, but how do I attribute content to bookings with no gate? MT @pisarose: A5: ungated content works best for demand gen #cmworld

@billcush

@KLWightman absolutely lovely!! #CMWorld

@blondepreneur

A5: It’s not about the format, it’s about the, well, um, content :) #cmworld

@ardath421

A5: no, know your goals, pick appropriate channel, know what buyers want, pick the content that works. As long as it educates! #CMWorld

@Fawzy_Aya

@jgombita good one! #cmworld: events, chats, education, high level of engagement ranging from very connected to loosely. That =community no?

@SqueezeCMM

A4: I have a crush on video. If time, eBooks. Wait, is that a #podcast? I guess that means it depends #CMWorld https://twitter.com/cmicontent/status/709778454334443521

@LynnSuderman

@martinlieberman @Rogercparker Roger, I have cake on tap; silly!! #cmworld

@blondepreneur

@billcush @pisarose following this discussion #cmworld

@caremjo

#CMWorld is now trending in USA, ranking 36

@TTMobile_us

@ShakirahDawud @amandamaks Same here, I’ll have to look up more info on this strategy after chat. Thanks for sharing @billcush #cmworld

@CrownandCaitlin

A5: Useful content that demonstrates how solve customer probs. U r asking them to start a relationship w/u. Show why ur worthy. #CMWorld

@amandatodo

@ChristinKardos Aw am glad all is well:) #CMWorld

@blondepreneur

@amandatodo Yes! Sounds like #contentmarketing to me! #CMWorld

@mikemyers614

A5b: Video, podcasts, short-form, long-form, eBooks, White Papers, Infographics. Everybody consumes information differently. #CMWorld

@ToddPatton

@SqueezeCMM I’ll give you that @CMIContent does it much better than most. Important to also welcome NEW people, not just regulars. #cmworld

@jgombita

Or does it? Broader reach, but fewer qualified leads…#cmworld https://twitter.com/billcush/status/709779340213534720

@PatrickHayslett

A5: I have a crush on video. If time, eBooks. Wait, is that a #podcast? I guess that means it depends #CMWorld https://twitter.com/cmicontent/status/709778454334443521

@LynnSuderman

@Knkuska Agreed! It’s all about giving your audience what they want. #CMWorld

@ExpWriters

@SqueezeCMM “ranging from very connected to loosely.” Or weak links to strong…. #CMWorld

@jgombita

A5) That’s determined by the audience! Know your buyer personas. :) #cmworld

@Serious_Vanity

@ShakirahDawud @Rogercparker @ideakid88 Great idea. So helpful to include key quotes in a blog post. Also good for SEO! #cmworld

@martinlieberman

A4: Good Q! Here are some tips: http://marketeer.kapost.com/b2b-demand-generation/ #cmworld

@ideakid88

A5 Make #Content interactive, it works best in every situation #cmworld https://twitter.com/CMIContent/status/709778454334443521

@varunkr842

@billcush B2B POV: if your content lives on your website, you can identify the visitor’s company, role & more w/data enhancement. #CMWorld

@pisarose

Q6: How has demand gen changed over the past 5 years? What are tips you have for marketers today? #CMWorld

@jgombita @SqueezeCMM thanks. We really value every one of our community members. You are what makes #CMWorld great! #cmworld

@CMIContent

Progression: from ungated to gated, from low value to high value content is the best model we’ve seen. #CMWorld https://twitter.com/billcush/status/709779280549511168

@SqueezeCMM

@PatrickHayslett Where attribution comes in, I suppose #CMWorld

@billcush

@Knkuska @CMIContent completely agree! #Cmworld

@blondepreneur

http://gph.is/VxoBL7?tc=1 #CMWorld https://twitter.com/amandatodo/status/709779437039050752

@JeremyBednarski

A5. It depends on your audience. please stay away from generic content. #CMWorld

@village_print

Some scratch ‘n sniff content is best left non-interactive 😉 #cmworld https://twitter.com/varunkr842/status/709779888530558976

@PatrickHayslett

Have to take off early today. But thanks for another informational #CMWorld! Demand generation & content FTW.

@ToddPatton

A6: Demand gen pros have more data at their fingertips than ever before. Make it work for you w/precision targeting. #cmworld

@pisarose

A6 It’s not always marketers who CREATE demand. It can be other customers. Up to marketers to CULTIVATE demand. #cmworld

@martinlieberman

A6: biggest shift is technology. Mobile has transformed how we reach people #CMWorld https://twitter.com/cmicontent/status/709779949360533505

@LynnSuderman

A6: Make sure of targeting to ensure you’re reaching the right people! #CMWorld

@ExpWriters

@pisarose @billcush This may be a super basic question, but what tools would allow for that data enhancement? Hubspot? #CMWorld

@caremjo

a5: T1. For me content is king, connection is queen so the more you speak to ur customers hearts, the more they will listen ! #CMWorld

@blondepreneur

@jgombita er …. prospects/leads. #CMWorld

@SqueezeCMM

@PatrickHayslett On point, How are you Patrick :) #cmworld

@varunkr842

A6: Technology has probably changed demand gen the most. We can create better, measure better, market better because of it #CMWorld

@amandamaks

@rucsb glad you could listen in on the chat! #CMWorld

@CMIContent

A6: It’s become more critical to a strategy. Without it brands could get lost in the chaos #CMWorld

@SearcySledge

a5 t2: For me, I just see people addicted to way too much data, metrics, & less committed to developing connection, or convo’s #CMWorld

@blondepreneur

A6: Better analytics insights, better buyer knowledge, progressive guidance rather than product pushing #cmworld

@ardath421

A6: Improved prospect insight raises the bar on delivering relevance at each stage of buyer’s path. #cmworld

@pisarose

A6: Better auto-nurturing until people are ready to buy. #CMWorld

@billcush

A6: I don’t see demand gen as all that different. I think the “revolution” is VASTLY over-hyped… #cmworld

@PatrickHayslett

@jgombita @SqueezeCMM cust supp/service are functional… specific… diff… than INTEREST @Rogercparker #cmworld Agree https://twitter.com/jgombita/status/709778222544719873

@Rogercparker

@SqueezeCMM I view my social contacts differently. Specific info/connections/contacts to others. Again not about straight selling. #cmworld

@jgombita

A6b: There are so many analytics available at our fingertips that it’s wise to make use of them to see what’s working & what’s not. #CMWorld

@ExpWriters

@varunkr842 @martinlieberman it is a content tsunami! Sometimes I feel overwhelmed like this http://gph.is/1jBztAv?tc=1 via @giphy #cmworld

@ideakid88

Q6: Webinars are being used far more frequently now to bring in subscribers, at least in B2B. #cmworld

@ShakirahDawud

A6: Harder today. Busier consumers. More content/demand gen to compete with & you must deliver value w/content like never before. #CMWorld

@amandatodo

A6 Automation, #social became a big factor, every activity has to be #mobile friendly #cmworld https://twitter.com/CMIContent/status/709779949360533505

@varunkr842

A6: “Famous” quote- Buyers are 67% Through the Buying Process Before Engaging sales. Marketers- Attract, educate, engage, convert #CMWorld

@Fawzy_Aya

So many great tips so far on Q6. Keep them coming! #cmworld

@CMIContent

A6 I am not seeing any change really…maybe talking, but not doing…aside from a few exceptions #cmworld

@tracibrowne

a5 t3: Buyers want to feel like they r the only person in the ‘room,’ even though they are v distracted #CMworld

@blondepreneur

@ideakid88 @varunkr842 Oh jeez!!! That looks painful! #cmworld

@martinlieberman

A6- Social media has played an enormous role as it’s developed over the past 5 years, it’s easier than ever to reach new customers #CMWorld

@VanessaLeBeau2

@CMIContent of course you “had me” at @JoePulizzi taking my criticisms about gender speaker balance at events seriously @SqueezeCMM #cmworld

@jgombita

Yes, hopefully we aren’t shouting our product information anymore! #CMworld https://twitter.com/ardath421/status/709780676996939776

@amandamaks

A3: Also, buyers being ur blondest customer ever, their journey is pretty blonde, not as predictive like it used to be! #CMworld

@blondepreneur

@martinlieberman Right. Once out there, we don’t control our voices as much—kind of what we secretly wanted, kind of a nightmare #cmworld

@ShakirahDawud

@caremjo Shameless plug here… @DnBUS Web Visitor ID – http://ow.ly/ZugGq @billcush #CMWorld

@pisarose

Q7: Is demand gen only for brand awareness/top of funnel or can it be used for any stage of marketing? #CMWorld

Good as always my friend :) #cmworld https://twitter.com/PatrickHayslett/status/709781035240841219

@varunkr842

A6- Leverage technology to help achieve goals & accelerate growth- Marketers aren’t cost centers they are revenue generators now #CMWorld

@Fawzy_Aya

@caremjo @pisarose @billcush Social media log-on can offer a whole new world. #CMWorld

@ShakirahDawud

@PatrickHayslett so very true…for proof just look at brand social media accounts #cmworld

@tracibrowne

@ExperianDQSteph when did you sneak in? Didn’t see you until now. Happy Tuesday! #CMWorld

@CMIContent

A7: Demand Gen spans Awareness, Lead Gen, Lead Nurturing, Sales Enablement > Continuum #cmworld

@ardath421

A7: Demand gen is typically a TOFU play, but there are ways to create more demand with existing customers, too. #retention #loyalty #CMWorld

@mikemyers614

A6: Personalized content is something I’m looking to really experiment with this year #CMWorld

@amandamaks

@billcush @caremjo Yup. My previous answer was re: how to identify anonymous B2B company website visitors. #CMWorld

@pisarose

@pisarose @DnBUS Well no wonder! J/K, lol, thanks for the link, Shelly! #cmworld

@ShakirahDawud

I think it is important to incorporate it throughout the funnel/buyer’s journey. #CMWorld @CMIContent

@Knkuska

@ShakirahDawud That’s true too. Customer can share misinformation unintentionally. Gotta have good content ready as backup. #cmworld

@martinlieberman

A7: anywhere along the customer journey, from first touch to ongoing relationship #CMWorld https://twitter.com/cmicontent/status/709781471985205249

@LynnSuderman

A7: I think it depends on ur product & length of typical sales cycle. Shorter cycle = easier to use it at any stage. #CMWorld

@amandatodo

A7 It can span to the top to bottom of the funnel – need a different implementation strategy #cmworld https://twitter.com/CMIContent/status/709781471985205249

@varunkr842

Good point. #CMWorld https://twitter.com/amandatodo/status/709781984944508933

@mikemyers614

A5: I wish I had this as I would be living in the Bahamas collecting money & tweeting up a storm. Content is a calculated risk. #cmworld

@ideakid88

A7 Any stage. It should even be considered for customers. How can you build demand for other offerings within your customer base? #CMworld

@amandamaks

A7: If it’s correctly it can be used anywhere within the funnel #CMWorld

@SearcySledge

A7: I say demand gen is not for awareness, but for getting closed deals. Awareness may come 1st, but awareness is not demand. $ is #CMWorld

@billcush

A7: Demand Gen is only as limited as the strategy you put behind it #cmworld

@ardath421

A7: Sales funnels are being flipped- it’s not about quantity, it’s about the quality. Talk to the right people first. Build trust #cmworld

@DannaElizabeth

A7: Some do this for every new product/service. Maybe try absorbing them into existing customers as applicable first #cmworld

@ShakirahDawud

wow #CMWorld https://twitter.com/ardath421/status/709782288150753280

@mikemyers614

A7 I think it is important to incorporate it throughout the funnel/buyer’s journey. #CMWorld @CMIContent

@Knkuska

@amandamaks Any links or descript. you could share on the concept of personalized content? #cmworld

@CrownandCaitlin

@ShakirahDawud @pisarose @billcush I agree, though it can be annoying from UX POV. I’m not usually ready to “sign in” until later. #CMWorld

@caremjo

@av8r2000 Thanks, Mike! #cmworld

@ardath421

@martinlieberman very wise Martin, it’s not always predictable is it ! Not rational buying!! #cmworld

@blondepreneur

A7: Demand gen = very hard in healthcare. Ur either sick or not. Need surgery or u don’t. Tend to focus on higher funnel. #CMWorld

@amandatodo

@blondepreneur Hopefully rational, but not always a straight line. Customer advocacy can come from anywhere! #cmworld

@martinlieberman

Spoken (okay, typed) by someone who understands her space. #CMWorld https://twitter.com/amandatodo/status/709782802309505024

@mikemyers614

Q8: What is the one thing we need to start/stop/fix in our current efforts to get us on the best path? #CMWorld

A7b: customers! #cmworld

@ideakid88

@ardath421 absolutely lovely! #cmworld

@blondepreneur

A7: individual content funnels with 3 progressive assets can go from awareness – interest – conversion. #cmworld https://twitter.com/cmicontent/status/709781471985205249

@SqueezeCMM

@caremjo @pisarose @billcush Me, either—usually, but I’m usually a lot more willing if I can just do it through my LI or Twitter. #cmworld

@ShakirahDawud

@amandatodo what about wellness? Seems as though there would be a bigger opportunity there #cmworld

@tracibrowne

Powerful statement #CMWorld https://twitter.com/ardath421/status/709782288150753280

@av8r2000

I’ve seen branding agencies use that concept in a “brand map.” Problem is they fluffed it. #cmworld https://twitter.com/av8r2000/status/709782586789273600

@PatrickHayslett

it’s incredible so much knowledge! #cmworld https://twitter.com/CMIContent/status/709781001262776320

@blondepreneur

@CrownandCaitlin personalized email headers a la @marketingpti or personalized videos a la @vidyard #CMworld

@amandamaks

@tracibrowne Yes but wellness isn’t where we make $$ so harder to prove ROI. #CMWorld

@amandatodo

@CMIContent dammit how come the #CMWorld Chat is earlier? Wanted to participate but I thought it’d start in 10 Min:-(

@MaelRoth

@av8r2000 @CMIContent me too Mike, customers on their blonde journey….! #Cmworld

@blondepreneur

@blondepreneur these chats are always filled with such great insights! #cmworld

@CMIContent

@amandamaks @CMIContent absolutely lovely! #Cmworld

@blondepreneur

@MaelRoth @CMIContent Daylight savings time started in the US this past weekend. #CMWorld

@mikemyers614

@MaelRoth oh no! We had Daylight Saving Time this past weekend. #cmworld

@CMIContent

@MaelRoth Hey there, stranger! How you been? Pesky daylight savings time shifted things an hour this week. 😉 #cmworld

@martinlieberman

A6: Technology & #automation are the biggest game changers for #demandgeneration. Top tip: stay human #CMWorld https://twitter.com/CMIContent/status/709779949360533505

@CJ_24K

A8 Stop producing content just to produce content! Focus on what your customer wants & strive for quality! #CMWorld @CMIContent

@Knkuska

A8: It’s tough, but stop creating stuff just to satisfy the boss’s orders. Create stuff that maps back to your buyer’s journey. #cmworld

@amandamaks

Yes, please! #CMWorld https://twitter.com/amandamaks/status/709783630827134976

@mikemyers614

@pisarose Ah I see now. Hence the shameless plug (which I’m cool with btw). Catching up. #CMWorld

@billcush

@ardath421 you are on fire today on the #CMWorld chat. Truth be told, you’re always spot on, but still – on fire! :)

@MoninaW

@mikemyers614 Have a great week Mike! #cmworld

@ideakid88

Bouncing out a little early, but gained a whole wealth of knowledge in just one hour! thanks #cmworld + chatters

@eelectriklady

@MoninaW @ardath421 Truth! #CMWorld

@mikemyers614

A2: Absolutely. More #content = more noise. Use skyscraper technique to rise above & produce high quality content to stand out #CMWorld

@CJ_24K

@pisarose I like the idea of not gating content, but still knowing something about the visitor until they are ready to opt-in/buy #CMWorld

@billcush

@ideakid88 Thanks, you too! #CMWorld

@mikemyers614

@eelectriklady Me too. Thanks everyone! #cmworld

@ideakid88

A8: Mine & mind data. Be selective in ur demand gen efforts. Test & test again. GIVE the customer something before you take. #CMWorld

@amandatodo

A8: Are we restricted to just one thing? Stop working in silos! #cmworld

@pisarose

@MoninaW Me thinks too much coffee :) #cmworld

@ardath421

@CMIContent amazing! Thanks so much I will do it again, is it each week?! Blonde moment… #Cmworld.. am a blonde tweeter u know :)

@blondepreneur

Love this! Remember: quality over quantity!! #CMWorld https://twitter.com/amandamaks/status/709783630827134976

@VanessaLeBeau2

Three big points here. Yes to all! #CMWorld https://twitter.com/amandatodo/status/709784013649649664

@mikemyers614

@eelectriklady Same here! Till next time! #CMWorld

@ShakirahDawud

@amandamaks do you see content performance data helping with that? #cmworld

@SqueezeCMM

A8: Common demand gen mistake: assuming we know our customers. They’re people. They evolve. #cmworld

@pisarose

@martinlieberman buying is rarely rational lovely Martin, a bit like cake-eating!! #cmworld

@blondepreneur

A8: Never be too busy for demand gen. Being too busy = hiding behind tasks rather than facing how hard demand gen is. #cmworld

@PatrickHayslett

@eelectriklady thanks for tweeting with us! #cmworld

@CMIContent

A7. #Demandgen takes a leading role at the top end of funnel, but can provide support throughout #CMWorld @CMIContent

@CJ_24K

A8: Create content tailored to your audience, not just your message. #CMWorld

@ContentCouncil

A5. In b2b I would say case studies, from experience #cmworld https://twitter.com/CMIContent/status/709778454334443521

@VeronicaWoodQue

@ardath421 A8: Stop “random acts of marketing” (perfect!)… focus on progressive prob-to-solution journeys #cmworld https://twitter.com/ardath421/status/709783570517078016

@Rogercparker

@mikemyers614 @CMIContent @martinliebermanDammit we’re running late on daylight saving time over here then. :-) #CMWorld

@MaelRoth

@blondepreneur yup. Every Tuesday at 12pm ET. Here’s a look at our upcoming chats: http://cmi.media/twitterchats #CMWorld

@CMIContent

We’ll spend the last few minutes asking @amandamaks questions. Ask now! #CMWorld

@CMIContent

@CMIContent A8: by asking “why” your brand exists not “what” you do differently #cmworld

@Swanny_s

@ShakirahDawud @pisarose you too! #cmworld

@CMIContent

Hi all fellow #CMWorld fans! Our #ContentCulture conference is next week! Discounted tickets available here: http://bit.ly/1Qa2N04

@ContentCouncil

@CMIContent lovely thanks very much:) exciting! #CMWorld

@blondepreneur

@ardath421 @CMIContent @Amandamaks Can you send me some of that coffee you had today? :) #CMWorld

@mikemyers614

@ardath421 thanks for sharing your thoughts with us, Ardath! Always good to have you with us. #cmworld

@CMIContent

Couldn’t agree more! #CMWorld https://twitter.com/mikemyers614/status/709784876396974080

@Knkuska

@CMIContent @amandamaks Seriously. #CMWorld

@mikemyers614

@SqueezeCMM yep, data matters. #CMWorld

@amandamaks

Yes! Just #SayNo to random acts of marketing! We need to get t-shirts made. #CMworld https://twitter.com/ardath421/status/709783570517078016

@SFerika

@MaelRoth just means you have to remember for next week :) #cmworld

@CMIContent

Getting in on the very, very tail end of #CMworld. Content rules the world!

@ShannonRenee

@SFerika So, would they be orange t-shirts? cc @CMIContent #CMWorld

@mikemyers614

Actually, that’s not quite accurate, GOOD content rules the world. #CMworld

@ShannonRenee

That’s smart marketing! #CMWorld https://twitter.com/chopdeniks/status/709783194267205633

@McKPR

@SFerika @Ardrath421 @mikemyers614 totally down with that idea! #cmworld

@CMIContent

@ShannonRenee touche :) #cmworld

@CMIContent

I’d buy one of those. Might for the whole team. #CMWorld https://twitter.com/sferika/status/709785354929250304

@av8r2000

This begs the question, what is GOOD content? #CMworld

@ShannonRenee

Next week, our own @MarciaRJohnston joins us to chat content strategy for marketing! #CMWorld #intelcontent https://t.co/MInpOZaJch

@CMIContent

@ardath421 thank you Ardath: ) Excellent point! #cmworld

@blondepreneur

Before I depart, we are giving away tickets to @GovBallNYC: http://buff.ly/1Rj1ToU #CMWorld

@village_print

@varunkr842 as always a big thanks to you for tweeting with us! #cmworld

@CMIContent

@tracibrowne we hope so! #cmworld

@CMIContent

@village_print have a good rest of the day! #cmworld

@CMIContent

Oh, it’s on. #CMWorld https://twitter.com/CMIContent/status/709785754952552452

@mikemyers614

+1 MT @SqueezeCMM [or a weaker link] can become stronger tie that is not commercial in nature (content creator, community mod, etc) #CMWorld

@jgombita

Didn’t get to participate as much as I liked, but amazing content shared all around! I’ll have fun digging through the answers. #CMWorld

@EmeraldPacific

Thank you! #CMWorld https://twitter.com/CMIContent/status/709785874897223680

@village_print

@amandamaks thanks! I’ll definitely learn more on this one after the chat. #CMWorld

@CrownandCaitlin

IMHO, good content adds value. The reader has a reaction to it; the content moves the reader in some way. #CMworld

@ShannonRenee

After a fantastic #intelcontent, we’re now pumped for #CMWorld 2016! Join us in September! http://cmi.media/bmxs https://t.co/XHHYkoBBIt

@CMIContent

@EmeraldPacific we’ll have a Storify recap up shortly! Hope you can chat with us again soon! #cmworld

@CMIContent

Finally, good content is remembered once it’s read-not word 4 word-the essence of it. #CMworld

@ShannonRenee

#CMWorld Where Should tomorrow content be displayed? Live Face Projection Mapping with Kat Von D https://vimeo.com/143267919

@jgreenesix

@CMIContent @mikemyers614 @MarciaRJohnston That photo perfectly captures Marcia’s “I’m talking content strategy” face! #CMWorld

@cmcphillips

The post Creating Content for Demand Generation: A #CMWorld Chat with Amanda Maksymiw appeared first on .

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