To help your company get found online and generate leads, you can use a 10X pillar content strategy and double-dip with downloadable content.

In this video, you’ll learn why double-dipping with a 10x pillar content strategy and downloadable content can be such a powerful way to generate website traffic and leads, how to develop a thought leadership content asset that can perform double-duty, and what double-dipping pillar content along with downloadable content looks like in practice.

So first, just to level-set, as so much of the buyer’s journey now trends toward self-service and digital experiences, your content strategy now takes on a much more critical role than ever before.

  • For example, Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.
  • McKinsey & Company has discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.
  • And in its B2B Thought Leadership Impact Report, LinkedIn, in partnership with Edelman, concluded that “thought leadership remains critical to customer engagement but breaking through the noise is harder than ever.”

Given this, how can your company proactively participate in the full 100% of the B2B purchase decision -- not just the final 17%?

How will your company update its go-to-market strategy to engage with the 70% to 80% of B2B decision-makers who now prefer to make decisions digitally?

And what can your company do to break through the noise with its thought leadership and customer engagement?

It all starts by knowing your ideal customers better than they know themselves!


With excellent customer insight from your buyer persona research, you have what you believe to be a stellar idea for an awareness stage content offer.

But how do you decide whether that content should be produced as a pillar content page, with on-page, organic SEO in mind?

Or should that content be packaged into a downloadable eBook PDF gated behind a landing page and form?


One answer, most certainly, is you can test and see which drives better quality sales opportunities and clients over time.

But even if you already have an established, well-funded SEO and content creation program, that can take a while to have enough data to measure.


However, what if there were a way for you to double-dip and potentially multi-purpose or repurpose the same awareness stage content into both formats?

That’s precisely what many savvy content marketers do!


Think about a traditional content offer, such as a downloadable eBook PDF gated behind a landing page and form.

You can use this content offer with 

  • Paid ads -- for example, with traffic originating from Google Ads and LinkedIn Ads
  • Email marketing with known leads
  • Social media marketing (organic posts)


With a 10x Pillar Content Page, that same traditional content offer gets repurposed into a 10X pillar content page optimized for attracting strangers from organic search (SEO).


Within that 10x Pillar Content Page, Include a form that provides the downloadable eBook PDF option to organic search-originating website visitors.

  • Or a call to action link 
  • or button 
  • (or both)

that allows visitors to the 10X pillar content page to jump to your landing page and form to access the downloadable eBook PDF.

And if you’re serious about 10X Pillar Content Strategy and Downloadable Content Double-Dipping ...

Learn more when you enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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