What is demand creation?

Marketing that makes buyers want something before they are searching for it, as distinct from capturing demand that already exists.

Demand capture meets a buyer who is already looking: search ads, comparison pages, a ready sales call. Demand creation happens earlier, through content, thought leadership and a point of view that changes what a buyer thinks they need.

When every brand writes with the same models, demand creation fails by default: the content converges on the category average and nobody remembers who said it. It works when the position and the evidence are ones only you hold.

See it at work

• Demand creation
• The demand creation guide

Other terms: Sameness · Information gain