Oct 6, 2019

Content Marketing: Lead Generation Strategy

    This campaign was developed as part of the e-Marketing course at Douglas College. The campaign proposed to the cameras e-commerce Kent's Camera Castle aims to generate a segmented list of prospects interested in action cameras.

e-Book Cover

e-Book Facebook Post

Target Audience
The primary element to effectively execute this campaign is to understand the audience needs and pains. Since the main goal of the campaign is to generate leads for a segmented list of potential action camera buyers, the ideal persona would have the following profile:

  • Age: 25-44
  • Gender: Male (mostly)
  • Location: Worldwide
  • Keywords: Outdoor, adventure, thrill seeker
  • Hobbies: Hiking, biking, scuba, skydiving, surfing, skateboarding, etc. 
  • Lifestyle: Very social, active and healthy.
  • Behavior: Use Facebook, YouTube, Vine, and other channels to interact and share content. Use the internet to learn and stay up to date with the news. 

     Since it is a basic guide about action filmmaking, the target is composed of beginners filmmakers that want to improve their videos or are thinking about buying a new camera. Another characteristic of this audience is that they are in the initial stage of the buyer’s journey and that’s why they might be interested in a more informational piece. Ultimately, based on this features of the audience, it is possible to plan and craft a greatly effective lead generation campaign.

Marketing Mix & Positioning

    The understanding of the 4P’s behind this strategy is essential knowledge for implementation and success. Therefore, the marketing mix and positioning strategy for this campaign are detailed in this topic.
  • Product: GoPro or future action cameras that the company might sell. However, since it is a content marketing strategy, the goal is not to encourage immediate purchase of the product, but generate a rich list of prospects for further promotions.
  • Place: The ebook will be placed in a conversion centered designed landing page. Ultimately, the leads will be converted into buyers and the marketplace for the purchase will be the e-commerce web page.
  • Price: The ebook is free, the only “price” that visitors pay to get it is to fill the form with their personal information.
  • Promotion: The promotion of the campaign will be through social media (paid and organic), paid ads (search and display networks) and influencer marketing. The main goal is to generate traffic towards the landing page. Onsite and Offsite SEO will also be used to enhance the promotion by generating organic traffic.
  • Positioning: The appeal and positioning message will be focused on persuading the visitor to download the resource by creating value for the e-book. This way, the visitor will be convinced that the knowledge that the e-book provides is more valuable than the information that he or she will have to share in order to get it. The main UVP for the offer is that it provides the practical knowledge that allows anyone to create professional videos that will impress everybody. 

Digital Marketing Tactics & Implementation

     The basic elements of this lead generation strategy will be (Kolowich, 2017):
  • Visitor: The target was detailed previously. The source of traffic would be mostly paid ads (search, display ads, and social media ads) and referrals (e.g.social media, company’s blog and partners websites)
  • Call to Action: The call to action is a crucial element that directly affects conversion rates. For this campaign, it is important to make sure that the CTA is visible and has a compelling copy. 
  • Landing Page: The landing page must apply conversion-centered design best practices in order to optimize the lead generation. The landing page implementation will be detailed next.
  • Form: The form in the landing page should require basic information (email and full name) and the country, in order to segment future promotions based on location.
  • Offer: The offer of the landing page is the main reason why people visit the page. As mentioned previously, for this campaign the proposed offer is a free ebook about action filmmaking that relates to the GoPro products, “GoPro Action Filmmaking Handbook”. As mentioned before, the UVP of the e-book is the possibility to create videos that look professional and share experiences with more impact and emotion.

Landing Page

e-Book Landing Page

    As a prototype, I also developed a design for the landing page, a crucial element of the strategy (http://bit.ly/2w3aJiw). The design was conversion centered and I applied the LIFT model best practices to assure that the page is effective in converting visitors into leads.
     Thus, it has clear headings that facilitate the reading and blank spaces that help the reading and improve intake of the data. The content is clear and relevant to the source of traffic, which will minimize distraction and anxiety, and ensure a low bounce rate. The copy was divided into short paragraphs, with clear headings and bullets to create an unimpeded “eye flow”.
     The colors, shapes, and fonts keep the design congruent and give unity. The value proposition is highlighted in the big headings and the question title, placed above the fold, catch attention and encourages the user to keep reading. The countdown timer was used to create a sense of urgency and encourages immediate action that is the fuel for the UVP.
     Ultimately, I strived to develop a design that is simple and provides an easy and intuitive navigation. Following the best practices of UX and conversion centered design, I can ensure an user-friendly experience while increasing conversions.


  1. Information is very informative also you can click,and get such type of info, this is the great resource to get such type of information.

  2. Hey, Nice article. I think using Digital Marketing for a business is one of the mature Idea. As in our daily life people never miss checking about a product in online and also I believe Digital Marketing has the highest chance of getting a lead generation. As a person from one of the best
    lead generation services, I believe this Digital Marketing is the future of the marketing.


  3. I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much.
    ecommerce website development in chennai

  4. Awesome post, Thanks for sharing nice information. It's really more than effective for us..
    Visit now- https://foliumbiosciences.com

  5. I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much.
    ecommerce website development company in chennai

  6. Highly informative article. This site has lots of information and it is useful for us. Thanks for sharing your views.
    web design minnesota

  7. There are a lot of blogs and articles out there on this topic, but you have acquired another side of the subject. This is reliable content thank you for sharing it
    Minnesota Web Design
    Rochester website design

  8. This comment has been removed by the author.

  9. This comment has been removed by the author.

  10. The article was up to the point and described the information very effectively. Thanks to blog author for wonderful and informative post.
    website development Pakistan

  11. You have shared a nice article here about the content marketing. Your article is very informative and useful to know more about the benefits of Influencer Marketing in Social Media. Thank you for sharing this article here.

  12. The lead generation technology for content marketing strategy is effective. Some of the useful tips for business management that can help generate leads.

  13. I read this blog very carefully, the articles were very nice I got lots of benefits from articles, I have a website related to this, if you want you can visit this website, believe will benefit, thanks
    algorithmic trading platforms, what vin diesel can teach us about trading inteligex

  14. This is an informative post and it is very useful and knowledgeable. therefore, I would like to thank you for the efforts you have made in writing this article.

    Website Design and Development Company

    Website Design Company

    Website Development Company

    Wordpress Customization comapany

    SEO Company

    digital marketing company

  15. I want to thank the author for publishing this great read. I love your effort for putting in this blog. Get professional online digital marketing services for your company in Kerala and Trivandrum at Flare Digital.


  16. The Best Web Design Bury Has to Offer - Seek Social Digital Marketing

    Click here to learn more about the awesome Web development and design services Seek Social provide... The Best web design Bury has to offer!

  17. I read this blog very carefully, the articles were very nice I got lots of benefits from articles, I have a website related to this, if you want you can visit this website, believe will benefit, thanks
    Search Engine Optimization Services You Can Trust, By Seek Social!

    best search engine optimization companies uk

  18. Magento is an instinctive, feature rich web based business stage based on open source innovation that gives online vendors uncommon adaptability and authority over the look, substance and usefulness of their customer facing facade. Magento can be utilized for any size web based business store, regardless of whether it has only not many things to countless items. Magento separates their web engineer choices into three unique classifications so you can pick which one is the best match dependent on your business type and size. Solution Partners, Technology Partners, and Community Insiders speak to the fundamental classifications existing inside the Magento website development biological system with each gathering offering its own particular talents.

  19. Yes i am totally agreed with article and i want to say that this article is very nice and very informative article.I will make sure to be reading your blog more. You made a good point but I can't help but wonder, what about the other side? !!!!!!THANKS!!!!!! online courses

  20. Thanks for sharing your knowledge with us.This article is really awesome very helped me .I’ll bookmark your website. Local SEO Services Australia

  21. I am really happy to say it’s an interesting post to read . I learn new information from your article , you are doing a great job . Keep it up. Real Estate Website Builder

  22. I was impressed with the site that you created, so many people to be more advanced. there are lots of web developing companies. as we provide Website Design Miami at affordable prices. for more info visit our website.

  23. Usually I never comment on blogs but your article is so convincing that I never stop myself
    to say something about it. i am Really very happy to say that this post is very interesting
    to read.

    You’re doing a great job Man, Keep it up.
    I blog at
    Digital marketing cannabis

  24. This article content is really unique and amazing.This article really helpful and explained very well.So i am really thankful to you for sharing keep it up..
    Cannabis Marketing Agency

  25. Thank you so much for the information that you have shared here with all of us. You have made it easier for us...

    cbd digital design agency

  26. I read this blog very carefully, the articles were very nice I got lots of benefits from articles, I have a website related to this, if you want you can visit this website, believe will benefit, thanks
    technical analysis algorithms

  27. Our social media marketing campaigns are built with lead generation and retention in mind to ensure that your audience is tuned into your message and is constantly engaging with a brand that offers them additional value and interest. cycling74.com

  28. Do you want to design your own website? Then you should try to make it user and SEO friendly. If you want to make your website user and SEO friendly then you can contact us. We will help you to create a compelling, responsive, user, and SEO friendly website easily. Web designer near me

  29. The software digital camera software that is included also provides professional level workflow solutions for seamless use. best point and shoot camera

  30. hello, Thanks for sharing nice blog with us. this is really very nice blog again to all thanks i am regular reader your website. Facebook Lead Generation

  31. Very interesting and informative article. as we provide Social Media Marketing Ecommerce for more info visit our website.

  32. very helpful and interesting article .to know and order about lead generation visit


Thanks for your comment! :)