In the 2023 Content Marketing for Demand Generation Survey by the Content Marketing Institute, marketers faced challenges generating true demand, often confusing it with identifying existing demand through mid-funnel tactics. Successful content marketing now requires going beyond nurturing to inspire potential customers unaware of their needs. Budget constraints often limit efforts to expand awareness and create new demand, with many focusing on immediate lead conversion. However, effective demand generation involves creating content that both identifies and educates potential customers about unrecognized needs, thereby generating new demand and supporting the sales funnel more efficiently.

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