What is Demand Creation marketing and why is it amazing?

You may have heard of Demand Generation. In a nutshell, it’s creating awareness and interest in a company’s products or services, with the goal of attracting and engaging potential customers.

But what about Demand Creation? This is all about creating content that attracts people who are not currently looking to buy your solution. I.e. the people who are in need of your solution (now or soon) but are not seeking it now i.e. Googling it.

Why You Need Demand Creation

Most SaaS businesses focus solely on demand capture, targeting the small group of prospects who are actively searching for a solution. But the truth is, 95% of your market isn’t in the buying stage right now.

Demand creation is about moving those people from not knowing they need your product to being aware of it and interested when the time comes.

The goal is to stay front of mind for when these buyers are ready to buy. But how do you do that when they aren’t even aware of the problem your solution solves?

The key is creating educational, value-driven content that addresses their pain points without directly pushing your product.

How to Build Your Demand Creation Strategy

Here’s how you should approach demand creation for a niche SaaS company with limited resources:

1. Nail Your Messaging
   Start by understanding exactly who you’re targeting. Speak to your current customers and prospects to identify common pain points. Create messaging that addresses these issues without talking about your product directly.
2. Leverage Your Founder’s Expertise
   If your SaaS is in its early stages, your founder is your best asset. Get them to share their knowledge through LinkedIn posts, podcasts, webinars, and blog content. This positions your brand as a trusted authority in the space and builds credibility.
3. Use Content to Educate, Not Sell
   Content is your tool to build trust. Focus on creating value-driven content that answers the questions and problems your audience faces. For example, in a cybersecurity SaaS, create blogs or videos that discuss the latest phishing trends or how to protect data, without directly promoting your product.
4. Create a Long-Term Content Plan
   Demand creation isn’t a short-term effort. It’s about consistently providing educational content over time. Develop a content calendar with topics that speak to the problems your ideal customers are dealing with. Over time, as these prospects start to realise they need your solution, they’ll think of you first.
5. Amplify with Ads
   Once you have content, amplify it with ads. Use LinkedIn and/or Meta ads to target your ICP, ensuring the content reaches the right people. Even with a small budget, you can run remarketing ads to keep your brand in front of those who have engaged with your content but aren’t ready to buy yet.

What’s the Difference Between Demand Capture and Demand Creation?

Demand Capture is all about targeting the 5% of prospects who are already in market and ready to buy.

Demand creation, on the other hand, is about educating the 95% who aren’t actively looking. It’s a longer-term play that shapes perceptions and builds affinity with your target audience over time.

If you can combine both, capturing demand from those already looking and creating demand for those who aren’t, you’ll have a scalable pipeline that fuels your business growth.

Key Takeaways for Your SaaS Demand Creation Strategy

1. Understand your target audience and define their pain points clearly.
2. Use your founder’s expertise to create content that builds trust.
3. Focus on educational content, not direct product promotion.
4. Create a content plan and stay consistent with publishing.
5. Amplify your content with ads to reach more prospects.

Ready to Start Creating Demand?

Demand creation can feel like a slow burn, but it’s essential for building long-term success. The key is to be consistent, educational, and valuable in your content. Over time, this will position your SaaS as the go-to solution when prospects are ready to buy.

If you want help building a demand creation strategy that works, Rocket SaaS can help you implement these tactics and scale your growth.

👉 Book a free strategy call and let’s discuss how we can help you drive more leads with demand generation.

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By Ryan James

Founder of Rocket SaaS