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Pillar 2 · Demand and content

Demand and content: create demand instead of chasing leads

Demand generation creates demand among companies that are not buying today, and content is its most important tool. In B2B, content works when it speaks to a clear ICP, gets found and leads to measurable signals. Performance marketing amplifies what works. Here you will find our articles on content strategy, SEO, performance marketing and lead magnets.

Key terms

Demand generation
Everything that builds need and awareness among future buyers before they actively search: content, community, events, thought leadership.
Demand capture
Picking up existing demand, for example through search ads, SEO on buying-intent terms or comparison pages.
Content marketing
Useful content for a clearly defined audience that builds trust and leads prospects to the next step.
Performance marketing
Paid channels with a measurable goal per franc or euro: click, lead, opportunity or revenue.

Content strategy

Which content you build, how you plan it and where AI helps.

SEO and visibility

Getting found: rankings, keywords and topic clusters.

Performance marketing

Paid channels you can measure.

Lead magnets and inbound

Content prospects are glad to swap their contact details for.

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FAQ

Frequently asked questions

What is the difference between demand generation and lead generation?
Lead generation collects contact details; demand generation builds need and trust, often without a form. In B2B, a large share of buyers is not in the market right now. Demand generation makes sure they think of you when the time comes. Lead generation without demand fills the CRM with contacts who do not buy.
How do content marketing and performance marketing fit together?
Content marketing builds assets that work for months. Performance marketing puts the best of them in front of the right audience quickly and measures what works. Together they form a loop: ads show which topics pull, and content gives the ads something worth clicking.
Is SEO still worth it in B2B when AI search gives answers directly?
Yes, but differently. AI answers cite pages that answer a question clearly and with evidence. That is why short answer paragraphs, clean structure, FAQs and expertise matter more than keyword density. Whoever gives the best answer on their core topics gets found in Google and in AI answers.
Which lead magnets work in B2B?
Those that solve a concrete problem of your ICP faster: checklists, templates, calculators, benchmarks or studies with your own data. What matters is not the format but whether the content saves a real work step and produces a signal your sales team can use.