Content and Demand are deeply intertwined. That’s why both need investment.
Content builds the brand over time and can create entirely new categories. As more content is produced, demand inevitably increases.
Either there’s more overall demand in the category because of the content or the content positions you to capture more of the existing demand.
As more demand is generated, you are able to be more cash-flow positive. Each additional deal increases the ROI of content and demand gen campaigns. And each deal impacted by content lowers your CAC.
This gives you the ability to reinvest your dollars more efficiently and confidently into content to further grow the category and brand over time.
This is the flywheel of good marketing. The best companies in the world understand it.
You only need to be patient enough to start investing in it.
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