Content loops & demand gen

“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.

HubSpot did it with inbound marketing. Drift did it with conversational marketing (and now their competitors are going after the term) and Gather Content is doing it with content operations.

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