4 Proven Digital Marketing Strategies for 10X Returns

by Adrian Dayton

“Genius software engineers have been known to be 10x as valuable as other engineers,” explained Scott Brinker of Hubspot at the recent Legal Marketing Association Tech Conference in San Francisco. He then posed the question, “are there certain marketers that are 10x as valuable as their peers?” At Clearview Social, we believe the answer is yes. What makes a 10x marketer? The same thing that makes a software engineer 10x as valuable—leverage.

Here are four proven digital strategies that can help marketers not only do a little bit more but 10x more with leverage.

4. Write long-form content 

The following statement is false: the ideal length for blog posts and other content is 250-500 words.

According to massive search engine optimization studies, the ideal length for content to rank on the first page of Google is approximately 2,300 words. Google ranks longer content higher because it is more likely to answer people’s questions and it is more likely to be authoritative. I asked a group of almost 100 marketing professionals in a recent social media masterclass what they believed the ideal length for a blog post was. The guesses ranged from 250 wordsto approximately 750 words.

Why is everyone so far off on this? The biggest reason is that the prospect of getting busy professionals to write long-form content is daunting. If marketers don’t like that, they probably won’t like this next part either; there are few 10x strategies that are easy. Creating long-form content is one of them. Content can market for you in your sleep if it is written correctly. Turns out length is a big part of that.

My experience with long-form:

In 2009, I lost my job as an attorney in the midst of the worst recession since the great depression. I started blogging, I started putting on conferences calls that became podcasts, but, most importantly, I started writing books. My first book Social Media for Lawyers was published in September of 2009 and completely changed the course of my career. The thirty blog posts I had written about social media before that had proven very little to the world, beyond that fact that I had time to spare.

The publication of my book by the ARK Group served as a signal that put me in a different category. Long form content does that; it shows commitment to an area and allows you to stand apart from those that just blog or don’t write at all.

3. Gate Your Content

All content serves different purposes. Some content is created to build awareness around current issues. This can often take the form of blog posts, alerts, and articles. Other content is more highly-targeted and denser. This may take the form of annual reports on an industry sector, white papers, webinars, seminars, and books. This denser content, in most cases, must be “gated.”

Gating means that you require a form to be filled out or to sign up for an event in order to receive this content. Gating is a 10x behavior for two very important reasons. (1) It helps flag companies or individuals who are in the market for your services who can be sold to immediately, and (2) it provides you with a list building mechanism so that you can continually grow your email list and continue to populate it with fresh prospects. I’ve included below a template for a landing page, getting people to sign up for free gated content has turned into a science. It is so powerful when done correctly.

My experience with gated content:

Over the past eight years, I’ve built an email list of almost ten thousand marketing professionals in the legal, accounting, and recruiting space. This all started with my first piece of gated content “The Rainmaker Alert.” This was a call-to-action for law firms to wake up to social media and the changes that were happening in the industry back in 2009. After that, every webinar I put on, every talk I gave became a list-building exercise. Marketers need to constantly build lists. For each of the two books I’ve published, I’ve added a form to download a few chapters of the book for free. It looks like I’m promoting the book, but I’m really just building my list. Never stop building your email list.

2. Create Strategic LinkedIn Profiles

There may be some skeptics that read this and think, “C’mon, LinkedIn profile, really? Is a good LinkedIn profile really 10x worthy?”

Let’s think this through. How many times does one of your contacts see your profile picture and read your headline? How often before a meeting will the person you are meeting with check out your LinkedIn profile in preparation for the meeting? How many of your proper friends, upon seeing a strong LinkedIn headline, will better understand what type of work to refer to you?

Creating a strong LinkedIn profile is unlikely to bring you loads of new business, but we are talking about 10x strategies, meaning strategies where the output (in terms of new business) will be worth ten times the input (time and resources put behind the effort.) Taking a couple of hours to improve your LinkedIn profile is a tiny investment compared to the hundreds of interactions your contacts will have with your profile.

Success stories from re-crafted LinkedIn profiles:

A partner at a Chicago law firm recently shared with me his story of how a change to his profile brought him a great client. This young partner had an old fraternity buddy that he had been connected to for years that he never thought to prospect to because his buddy was a doctor and there didn’t seem like there was an opportunity there. Fast forward ten years and his friend owns a multi-office practice covering multiple states. By simply updating his headline and his profile, his buddy re-connected with him and now his law firm handles all their legal work. You never know who is already in your network, and updating your profile makes it easier for people to hire you.

1. Magnify Content Sharing with Employee Advocacy

For the busy marketer, employee advocacy is one of the simplest 10x strategies.

Employee advocacy is deputizing professionals and other employees within a firm to promote their content through social media. In full disclosure, Clearview Social has created employee advocacy software that makes this simple by sending on-click email prompts to designated groups of employees so that their content can spread virally, with a little help from your friends (and the friends of your employees.)

The mechanics of this are quite simple; the marketer builds a queue of content through the online software platform, the software sends an email alert to the designated professionals, and the professionals click a “share” button to schedule the content to be shared to their LinkedIn, Twitter, Facebook, and other social networks at the best times of day. This is easily a 10x strategy, because the time required by the marketer to build the queue may be 15-20 minutes, but if 100, 500, or even 1,000 employees share the content then the marketer has now created a massive amount of action in response to a fairly simple input.

Success stories from employee advocacy:

The law firm Allen Matkins recently stated that content shared using our employee advocacy software outperforms content not shared this way by 20x. Beach Fleischman reported that traffic from LinkedIn to their website increased by over 1,300% once they started using Clearview Social to get their team sharing. These results are not uncommon. The most difficult component of employee advocacy is content creation, but once the content is created, employee advocacy software makes it simple to get your team sharing frequently.


The job of a marketer is often challenging because there are so many tasks competing for your time and energy. Having a laser focus on 10x marketing strategies can help you and your team become proactive and less reactive. All 10x digital strategies require focus and real resources, but the rewards are indisputable. Here’s to becoming the marketer that helps bring in 10 times the business.

Written by:

Adrian Dayton

ClearView Social on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.