“Too many teams wait until there’s big search volume to go after a keyword. By then it’s harder to rank, more competitive, and you’ve already missed a lot of the benefits of ranking. Go for it early, when it’s easier to rank, and you can enjoy the ride to the top.”— Building content loops for word-of-mouth growth (Blake Thorne)
A good read on prioritizing sharing & word-of-mouth referrals over straight search traffic. The idea being that search will eventually follow.
This is basically what I think of whenever someone mentions “demand gen”: You’re creating interest and intent around a nascent topic.