How to CREATE demand through SEO
SEO if often seen strictly as a demand CAPTURE channel.
…and if you are just writing on your product, then I would agree.
BUT I would also argue that it can serve as a demand CREATION channel.
- RESEARCH 3 topics (solutions or pain points) among your target audience with existing demand (i.e. search volume)
- CRAFT product messaging that connects each of these themes to your product / service
- PUBLISH content and pages on these core themes every week
This helped Drift position “Conversational Marketing” against “Chatbots”
This has caused me to purchase courses on product building when I was searching for “executive coaching”
Of course this looks a bit different company to company and market to market.
But there are examples of success using this framework everywhere you look.