The Growth Marketer’s Cheat Sheet: How to Drive Sales Growth

As potential customers increasingly rely on online research to substantiate purchasing decisions, your content is becoming more crucial to sales growth than ever before—which is why you must efficiently create a high volume of high-quality B2B marketing content to reach your future buyers.

Content Types: Demand Gen vs. Lead Gen

First, let’s establish the types of content you need to fuel your marketing efforts.

Demand Gen Content

Demand generation (demand gen) content is the kind of digital marketing that increases overall brand awareness. This type of content should drive traffic to websites where prospects can learn more about a given brand. With this in mind, demand gen content should be easily accessible and shareable, which means it should not be gated. Your goal is to distribute your content as widely as possible to get more people interested in your brand.

The following are the content types necessary to drive successful demand gen campaigns:

  • Blogs
  • Infographics
  • Checklists
  • Videos
  • Newsletters

All of these types of content offer relevant information in an engaging and accessible way. They should be entertaining and enlightening at the same time, which requires in-depth research presented with a conversational tone. The most effective demand gen content strikes a careful balance—it is packed with information while still being entertaining to read.

Additionally, content like blogs, infographics, and videos should be shareable, often linking to other content on your website to keep viewers engaged. Remember, the goal at this stage of the process is to generate interest by demonstrating your value to potential customers. Your demand gen content must spark and maintain the viewer’s interest.

Lead Gen Content

After generating interest with your demand gen content, it’s time to turn that interest into action. This is where your lead gen content comes into play. This type of content is used to capture contact information for outbound nurturing, which means it is typically gated. This means that viewers must see the content as valuable enough that they are willing to share their contact information to access it.

However, many potential customers are protective of their personal information. They must be convinced that this piece of content will provide them with a comprehensive understanding of a valuable topic. 

Below, we have provided a list of the most important types of lead gen content that you must continually generate to be considered on the shortlist of your potential buyers:

  • White papers
  • Maturity models
  • Webinars
  • Solution guides

Generally, these types of content are longer and more detailed than demand gen content, requiring more in-depth research than their attention-grabbing counterparts. At the same time, these articles must be engaging and interesting to read. Additionally, remember that these types of content should be informative—and not just a product pitch. 

To summarize, demand gen content is designed to provide small chunks of teaser information in an easily digestible format to catch users’ attention. On the other hand, lead gen content builds on that positioning to bring your product closer to the front of mind—as something to really consider in the short term.

Together, both content types should position your company as a thought leader in your entire ecosystem. This process lays the groundwork for sales growth through your content.

Sales Growth Through Marketing Content

Content is a Product

Now that we’ve established the main types of content fueling your B2B marketing campaign, how can we streamline the content creation process to increase sales growth?

The key is to consistently create fresh content that sparks and maintains potential buyers’ interest. However, maintaining a content cadence that keeps up with the demand of your customers and facilitates sales growth can be both challenging and expensive. 

Thankfully, by reframing your perspective on content production, you can increase the speed with which you create and publish content—effectively increasing sales growth in the long run.

Think of it this way: content is essentially a product. Here’s why:

  1. It can be designed, made, and distributed for mass consumption.
  2. When completed, it has a significantly greater value than the sum of its parts.
  3. Although it has a limited shelf-life, it can be stored and distributed on-demand.
  4. It has a learning curve—those who do it more will learn how to produce it at a lower cost.
  5. It has an economy of scale—the more you make of it, the less the unit cost.

Knowing this, you can start streamlining content production in the same way that products are manufactured in a factory. 


Factories excel at making large quantities of a product at a high level of speed, accuracy, and quality at the lowest price possible. At the same time, factories can make many different products to order using strategies that allow them to make many things out of a small set of fundamental units that can be recombined to make many “products.”

By applying this framework to content production, you can accelerate your demand and lead gen content cadence, drawing in more potential customers in the process.

The Creative Content River 

As an example of this idea in action, consider SOMAmetrics’ Creative Content River. The Creative Content River leverages modern manufacturing principles to produce high-quality content at a higher speed and lower cost that is difficult or impossible to match using internal content creation teams.

Through three key phases—designing, making, and delivering—the Creative Content River maximizes content output in a cost-effective fashion, which increases sales growth from marketing in the long term.

Download this white paper for more information about the Creative Content River and how you can drive sales growth through your content.

The Importance of High-Quality Leads

High-quality leads are crucial to increasing sales growth, which means successful marketers must know how to attract this type of lead through their lead generation strategies and decision-enabling content. 

Why is lead generation so important? In today’s digital-first environment, B2B buyers prefer spending more time researching products online and less time speaking with salespeople, which means that they rely more heavily on content to make purchasing decisions. And this isn’t changing anytime soon—only 20% of B2B buyers say they hope to return to in-person sales in the future.

Plus, buyers want to make purchasing decisions based on up-to-date information. One survey reports that 47% of executives recommend that B2B vendors use more data and research to support their decision-enabling content.

For any company to make a lasting impression on prospects in this environment, high-quality decision-enabling content is essential to capturing leads and nurturing them toward making a purchase. Next, we’ll discuss how to create decision-enabling content to accomplish these goals.

Creating Decision-Enabling Content

Decision-enabling content takes two forms: demand generation and lead generation. These two content types work together to form the basis of your digital marketing campaigns. Generally speaking, demand gen sparks a user’s interest, and lead gen makes that interest more concrete.

Both types of content require in-depth research presented in an engaging style, but each type is designed to appeal to buyers at different phases of their purchasing journey. Below, we’ll discuss the differences between each type of content, and why they’re both important to increasing your company’s sales growth rate.

Demand Gen Content

Demand generation content is the first impression your brand will make on new prospects. Its main function is to increase brand awareness, spark interest, and drive users toward sites where they can find out more. 

With these goals in mind, demand gen content is designed to grab readers’ attention as they research a topic related to your company and its products or services. So, demand gen content must be useful, fresh, and tailored to the needs of your target market at that moment.

Here are some examples of content that falls into this category:

  • Blogs
  • Infographics
  • Checklists 
  • Videos
  • Newsletters

With these relatively short forms of content, marketers can introduce a useful idea to the reader quickly and engagingly, thus proving their company’s value and piquing the reader’s interest in a short time. The goal is to engage readers enough that they are interested in reading your lead gen content, which brings us to our next section.

Lead Gen Content

After your demand gen efforts have generated interest among potential customers, your lead generation content steps in to seal the deal.

The goal of lead gen content is to capture leads’ contact information for outbound nurturing. This means that lead gen content must be seen as highly valuable, to the point that users are willing to share their contact information to access it.

This is no small feat—many users are protective of their personal information and wary of irrelevant marketing messages clogging their inboxes. With this in mind, it is crucial that lead gen content not only appears useful, but that it delivers on its promise of providing fresh, interesting, and useful information as well. 

Here are some examples of lead gen content:

  • White papers
  • Maturity models
  • Webinars
  • Solution guides

These types of content are more in-depth than your demand gen content, providing more well-researched and curated decision-enabling information to establish your value to your target market.

Together, these two types of decision-enabling content will draw in more users and generate more high-quality leads to pass along to your sales team. By creating content that is uniquely useful to your target market, you can demonstrate your value to them and encourage them to consider working with you sooner rather than later.

Next Steps

In this blog, we’ve explained why lead generation is key to increasing sales growth, why high-quality leads are crucial to that process, and how to generate high-quality leads through decision-enabling content. We clarified the difference between demand gen and lead gen content and explained why each of these types of content is essential to any marketing campaign. 

With this foundation of knowledge, you can increase the number of high-quality leads you generate, which will increase your company’s sales growth rates as well.

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To read more about the impact of high-quality leads on sales growth rates, download this white paper