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How to ensure your content strategy actually generates qualified leads

Introducing The Inbound Marketing Content Strategy Workbook from Elevator. Yours, free for the asking.
The Inbound Marketing Content Strategy Workbook

The Strategy You Need to Make Your Content Perform

In this free workbook, you’ll discover the rapid-fire exercise for transforming everyday "content marketing" into a strategic, lead-generating inbound marketing campaign. By using this strategy, we're generating an average inbound lead increase of 594% for our clients!

If you're looking to generate more traffic, engagement, and leads from your content marketing efforts, this workbook is for you! After you implement the strategy taught in this workbook, you will...

Generate leads in desired target market segments so you can achieve your organization's objectives

Generate qualified leads so your sales team engages the right people

Start having meaningful conversations with your leads, differentiating your organization from the competition

Develop your content strategy in hours, not weeks, saving you a ton of time

Never again have to ask, "What should we blog about next?" — your content calendar will always be full

Get Your Free Copy of The Inbound Marketing Content Strategy Workbook     Get it Now »

Where are the leads???

Do you wish you were generating more qualified leads from your content marketing? Does it seem like you should be getting better results from all of that blogging, tweeting, and linkedining? Are you beginning to think it's just not worth the time?

We know how it is. We talk to a lot of organizations and we've learned that, sadly, most "content marketing" just isn't producing the anticipated results.

Like these organizations, maybe you jumped-in to content marketing because everyone was saying how "hot" it was — "you gotta get on this!" and "where's your blog?!" and our personal favorite "today, you have to join the conversation!"

And so you gave it a shot. And kept at it. But, still, the lead flow just wasn't there.

You’re beginning to feel like you're just spinning your wheels, which sucks, because all of this stuff takes time. A lot of time, right?

We produced a bunch of content, so where are all of the leads?!
Team members at Elevator Agency in San Diego, CA

There Has to be a Better Way

And to make matters worse, your executive team wants a better explanation for why you're doing what you're doing…

"What are the measurable results from all of this?"

"How long before we start to see sales?"

"We need to take a hard look at the marketing budget to see if we’re getting a return on the investment."

Sound familiar?

We bet it does. There has to be a better way to do this content marketing stuff!

Fortunately, there is…

Specificity: The Key to Getting Better Results

The reason most "content marketing" doesn't work is that it doesn't take a strategic approach. It lacks a strategy that aligns every element of the campaign around one specific goal. And because there is a lack of specificity and alignment, the elements aren't connected and become "shotgun marketing."

The solution to transforming everyday "content marketing" into a serious lead generating program is to get ultra specific with your lead generation campaigns, connecting all elements around a common "issue," top-to-bottom.

While this may sound simple, it’s not for most.

Why?

The challenge most face is the fear of "leaving an audience out." Nobody wants to feel like they will be "missing out on leads" by narrowing the audience of a campaign. But, this is the biggest reason most marketing doesn't work — a message for everybody is, essentially, a message for nobody.

Really — if you commit to getting ultra specific with your campaigns, you will see much better results than what you’re getting right now!

There are five key steps to creating specificity in your lead generation campaigns...

Five Steps to Campaign Specificity

1. Focus Target Market Segment

Based on business objectives, what’s the #1 priority for market segment penetration? The key word here is "segment" — "hospitals" is a market. "mid-size rural hospitals" is a segment. PICK ONE.

2. Focus Buyer Persona

Within the Focus Target Market Segment, who is the primary persona you want to connect with? Look, we get it — you could be selling to many different people within an organization, but effective lead generation through content is the result of speaking to a specific persona. Of course, you have to consider their "cohort" and write accordingly. PICK ONE.

3. Focus Issue

What's the one issue your Focus Buyer Persona has that you can help with? Your Focus Buyer Persona may have lots of issues, but you'll want to hone-in on one specific issue that you can help with. PICK ONE.

4. Lead Magnet for Focus Issue

Now that you know the Focus Issue, how can you help your Focus Buyer Persona solve it in some small way? You're not trying to "save the world," so-to-speak. Come up with an amazing tool, asset, or resource that will help provide a little victory for your Focus Buyer Persona.

5. Lead Magnet's Supporting Content

Now that you are helping your Focus Buyer Persona solve ONE SPECIFIC ISSUE, develop a content calendar of posts (in either text, audio, video, or image format) around the same general topic as your Focus Issue. When you deploy your posts, add-in calls-to-action (CTAs) for your Lead Magnet. This approach ensures that your posts are highly-related to your Lead Magnet, which is critical for CTA click-through and, ultimately, Lead Magnet landing page conversion (this relevance is referred to as "scent" and it's important that your post, CTA, and Lead Magnet landing page all "smell the same").

We've based this strategy on the overarching principles of inbound marketing. The Inbound Marketing Methodology is a marketing methodology that's designed around today's realities.

Instead of traditional outbound marketing, Inbound Marketing focuses on creating educational content that pulls people toward your digital brand platform, engaging them in ways that's meaningful to them. This methodology allows you to pair content with context in order to naturally attract your target audience, pull them through the funnel, and personalize your marketing at scale.

It’s like marketing with a magnet instead of a sledgehammer.

If you've enjoyed learning about this approach and would like to give it a shot, download our free workbook. This workbook will guide you through these five steps in a rapid-fire exercise for developing your inbound marketing campaign strategy in less than one hour!

Get Your Free Copy of The Inbound Marketing Content Strategy Workbook     Get it Now »

About Elevator

Elevator is a digital brand strategy firm that helps enterprise B2B firms drive awareness, differentiation, and growth through systematic inbound marketing solutions. Elevator simplifies the client-agency relationship by focusing on the things that matter most: Strategy, Results, and Clarity. As a result, Elevator is able to execute and clearly report on a strategic plan that generates qualified leads without all of the smoke and mirrors clients are used to experiencing with other digital marketing agencies. With this approach and commitment, Elevator’s average lead generation increase is 594% within the first 90 days of campaign launch.

Elevator has been in business since 2004 and is based in sunny San Diego, CA.

Signage outside of the Elevator Agency office in San Diego, CA

Start Generating More Qualified Leads Today

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