The best way to generate demand as a PLG startup is to focus your content on the problems faced by individual users.

Rule of thumb: the more specific, the better.

Here's an example with Figma.

When Figma entered the scene, they were providing a fundamentally new experience for designers.

To "create demand" for the new way, they needed to point out of the deficiencies of the current way of doing design.

Current way:

• Design tools aren't built for modern teams.
• Design tools are single-player
• Design tools are bulky

These create the opening for the game-changing capabilities of Figma:

New way:

• Get a design tool built for modern design teams.
• You can collaborate in the same files in 100% real time
• You can edit in a web-browser with files stored in the cloud

But the problem themes (i.e. "design tools are single player") aren't enough to stop the scroll.

This is where providing real-life context and situations every designer could relate becomes so powerful.

For example:

• Stakeholders keep sending you feedback on your designs in emails, and then you have to go and manually cross-reference them when you're making the changes in Sketch.
• "Wait, I have that exact problem!" 
  (this is what stops the scroll)

Here's the steps you can follow to achieve this for YOUR startup:

1. start with a high level problem solved by your app
2. break it into sub-problems that are experienced by teams
3. use these sub-problems as content "themes"
4. find specific examples of these themes experienced by users
5. share these themes in your distribution channels

(i.e. organic content, ads, outbound email, etc.)