How to Use the “Elevation Principle” to Fill Your Content Basket

Take Advantage of “Influencer Content Marketing”

As a solopreneur, you have to produce great content— content that grabs people’s interest and makes you stand out from the crowd. Content that builds a list of followers who will eventually purchase your service. But that’s where the problem comes in—how to find the time and energy to be constantly producing content.

That’s where Michael A. Stelzner’s book, “Launch,” comes to the rescue! His “Elevation Principle” outlines an exact procedure of how to ride the wave of content marketing, and how simple and effective this can be for your business. Stelzner’s formula is timeless, because he uncovers the main premise behind content marketing:

“If you solve people’s small problems, many of them will come to you to help them solve their big problems.”

His Elevation Principle suggests that you share other people’s content that’s relevant to your topic. By doing so, you are killing two birds with one stone by:

(1) building relationships with your list, and (2) building relationships with your colleagues for future long-term benefits and business growth.

As Stelzner points out, “When you combine great content with great people, you stand apart from others in your industry, attracting large numbers of prospective customers.”

The beauty of the “Elevation Principle” is that instead of just trying to get your message out to as many people as possible, you can also be building your own resource center and creating your own fan base in the process. Thus you are not only “elevating” colleagues, but you’re also “elevating” your own status as someone who helps others in many ways.

This is called “influencer content marketing” because you are using influencer content (indirectly) to market your own business. 

I’d like to show you some examples of how you can do this for your own business.

There are several different categories of influencer content that can be shared with your audience. They are:

  1. “How to” Articles
  2. Reviews of others’ products
  3. Tips
  4. Resources
  5. Lists
  6. Guides

Let me dive deeper into each of these and give you some examples.

1) “How to” Articles

Everyone wants to know “how to do” something. Some of the blog posts that content marketers are putting out these days are almost epic in extent and depth, and they can be a great resource for your audience.

Here are some examples:

How to Use Buyer Personas in Social Media Marketing
https://www.socialmediaexaminer.com/how-to-use-buyer-personas-in-social-media-marketing/

How to Fill Your Blog’s Entire Editorial Calendar for a Year
https://www.onlinevisibilityacademy.com/how-to-fill-your-blogs-entire-editorial-calendar-for-a-year/

How to Start a Blog: Easy, Step-by-Step Guide for Beginners
https://smartblogger.com/how-to-start-a-blog/

 

2) Reviews of others’ products

Secondly, you can review other people’s products that are related to your own. You don’t want a direct competitor, but they are many other products that your clients may need that you don’t sell, and they’ll appreciate you telling them your recommendations.

The nice part about this area is that the products/services can be ones that you are an affiliate for, so you can make a commission for recommending them. Just be sure that the product is one you would put your name behind. (Otherwise, if you recommend a product that doesn’t provide value, you could lose your subscribers.) Products to review can include books, physical products, and published ideas, such as marketing strategies.

Here are some examples:

If you are a personal growth coach, you might want to share an article about reviews of personal growth tools:

6 Ways To Use Technology For Personal Development
https://www.brantleyagency.com/technology-for-personal-development/

or new software programs such as:

WebinarJam Review – Closer Look to WebinarJam Software
http://johnnreviews.com/webinar-jam-review/

If you’re a health coach, you may want to share posts reviewing health products such as:

Product Review: Probiotics for Adults, Children and Pets
https://www.consumerlab.com/reviews/Probiotic_Supplements_Lactobacillus_acidophilus_Bifidobacterium/probiotics/

3) Tips

We can’t be experts in everything, but we can still provide missing pieces by way of others. You can impress your audience by sharing other people’s tips, especially when they complement what you have to offer. Once again, it helps them by exposing them to a wider audience, and your audience appreciates the extra care you give them.

Here are some examples:

If you are a business coach, you can share tips about marketing such as:

5 Useful Tips For New Marketers On a Tight Budget
https://www.onlinevisibilityacademy.com/useful-tips-for-new-marketers-on-a-tight-budget/

If you are a social media coach, you can share tips about social media marketing such as:

15 Tips to Building a Better Social Media Presence
https://sproutsocial.com/insights/building-social-media-presence/

If you specialize in a certain area of life coaching, you can share tips in that area:

50 Decluttering Tips
https://parade.com/972469/marynliles/decluttering-tips/

4) Resources

Another way to use influencer content marketing is to provide resources for your audience. People love to hear about new resources, and I suggest you share resources on a regular basis. (I always share one in my monthly newsletter.) You can share sources that you use, or know about, and ones that are sold by influencers. Again, you may have the option to become an affiliate and get a commission for recommending them. 

Here are some examples:

ECover Authority http://ecoverauthority.com/special/x3/

 

Social Media Planning Calendar
https://www.contentcal.com/social-media-planning-calendar/

Another option is to use sources that regularly give away downloadable free resources that will help your audience. Then check back regularly with your sources to see their new items. Your audience will appreciate it, and it saves you the time of having to create a similar resource yourself. Plus, again it builds goodwill with your sources.

Here are some examples:

HubSpot EBook Templates
https://offers.hubspot.com/ebook-templates?hubs_signup-url=www.hubspot.com%2Fresources&hubs_signup-cta=directories__link&_ga=2.130083663.1527837491.1636548697-219141188.1633106538

You can find blog posts that educate on a topic and include a downloadable such as:

How to Create an Editorial Calendar the Best Way (Template)
https://coschedule.com/blog/content-marketing-editorial-calendar-template

and also:

How to Use Virtual Assistants to Save Time Creating Courses
https://contentsparks.com/59707/use-virtual-assistants-save-time-creating-courses/

5) Lists

A great way to grab people’s attention is through lists. For some reason, people like lists. Maybe it’s because we use them so often, such as “To Do” lists. But lists are an educational aid that can teach people in a concise way. Most influencers have produced a list of some kind that would be helpful for your clients.

Here are some examples:

9 Ways to Improve Your Marketing on LinkedIn
https://www.socialmediaexaminer.com/9-ways-to-improve-marketing-on-linkedin/

The 15 Best Instagram Growth Services for Organic Followers
https://www.jeffbullas.com/instagram-growth-service/

The 36 Best Lifestyle Blogs to Model for Success in 2021
https://smartblogger.com/lifestyle-blogs/

6) Guides

If you’re writing on a particular topic, you can include a link to an “Ultimate Guide.” These are pieces of “epic” content, similar to “white papers,” where the author has gathered enough information to qualify the content as a mini-course on that topic. These also make a big impression on your audience when you share this kind of content.

Here are some examples:

The Ultimate List-Builder’s Resource Guide: 111 Links to Double or Even Triple Your Subscribers
http://boostblogtraffic.com/email-list-building/

The Healthy Eating Ultimate Guide: Start Eating Healthy Without Being Miserable
https://www.nerdfitness.com/blog/healthy-eating/

The Ultimate Guide to Creating a True ‘Ultimate Guide’
https://www.searchenginejournal.com/ultimate-guide/321125/#close

As you can see, this article is an example of influencer content marketing because I have shared content of influencers who I esteem and want to support and promote.

In Conclusion

Sharing other people’s content, or using “influencer content marketing,” is a powerful way to both elevate the influencer’s reputation, and build your own at the same time. Your audience will appreciate that you’re not just out to sell them something of yours, but instead you demonstrate that you genuinely care about helping them.

Tip: Use the above examples to stimulate your imagination on what you can share with your audience. Pick 5-10 websites that have the right kind of related content and are owned by people you admire and want to promote. Then visit them regularly to find great content to share.

To learn more about the “Elevation Principle,” get your own copy of Stelzner’s “Launch.” It’s a book that gives you a proven method that has withstood the test of time—a must read for anyone who wants to maximize the power of content marketing.

Are you sharing other people’s content with your audience? Do you think the “Elevation Principle” is a practical strategy for you? Let me know in the comments.

Need more help with content creation?

Get my “Ultimate Content Creation Toolkit” HERE: https://contentcreationtoolkit.com