Fractional CXO & Executive Services: Step-By-Step Lead Generation Playbook

If you offer fractional CXO services such as fractional CEO, COO, CFO, CRO, CMO, CTO or other virtual or fractional executive services, there’s a clear path to get clients quickly. The market for these services is growing as more companies seek expert leadership without the cost of full-time executives.

This step-by-step lead generation playbook shows you exactly how to tap into the demand for fractional CXO and fractional executive services using smart content marketing strategies. I’ve added a detailed 5-minute video below so you can see the complete process in action.

The Growing Demand for Fractional Executives

The first step is understanding the demand for fractional services. Using SEO tools like Semrush (my favorite SEO tool that I use weekly – this an affiliate link) reveals valuable data about search volume and what potential clients are looking for. For example, when searching “fractional CFO,” you’ll find about 566 related keywords, most with relatively low keyword difficulty. The term “fractional CFO” alone gets over 8,000 monthly searches in the United States.

What’s most important is the keyword difficulty score. This number ranges from 0 to 100, with lower numbers being easier to rank for. Many fractional executive service keywords have surprisingly low difficulty scores, making them perfect targets for your content strategy.

Companies are paying around $29 per click to Google just to appear in ads for these terms. The good news is you don’t have to pay this if you follow the content marketing steps in this article to get ranked online. This approach can generate an endless monthly stream of qualified leads who are specifically looking for your fractional CXO services.

The Local C-Suite Market Advantage

One pattern that stands out is the low competition for city-specific searches. Terms like “fractional CFO Houston” or “fractional CFO San Antonio” have keyword difficulty scores of zero. This is a major opportunity if you provide services locally.

Here’s how to capitalize on local search (swap “CFO” for your niche):

• Create a dedicated web page titled “Fractional CFO <your city>”
• Add location-specific case studies from clients in your area
• Include your local address and phone number prominently
• Mention local business organizations you belong to

Even with remote work becoming standard, many businesses still prefer working with local service providers. These location-based keywords can help you rank quickly in your target market.

Industry-Specific Fractional Services

Beyond location, targeting specific industries can be equally effective. For instance, “SaaS fractional CFO” gets nearly 500 monthly searches with a keyword difficulty of just 2 out of 100. This is remarkably low competition for a term with significant search volume.

Your next steps for industry targeting:

1. Identify your specialization (SaaS, healthcare, manufacturing)
2. Create industry-specific landing pages
3. Detail your experience with that particular industry
4. Showcase relevant metrics and results specific to that sector

Applying These Strategies to Any Fractional CXO Role

While my examples above focus on fractional CFOs, the same techniques work for all types of fractional roles. Whether you offer fractional executive services as a fractional CEO, fractional COO, fractional CTO, fractional CRO, or even fractional VPs, directors, chief of staff, or HR leaders, this smart content creation tactic is extremely effective.

Use these exact steps for any fractional role:

1. Look up your specific role in the table above (or use a tool like Semrush) to find low keyword difficulty terms – the lower the number, the easier it is to get ranked fast
2. Fine-tune the keyword if you have a speciality or location (like “SaaS Fractional CFO” or “Fractional CEO Washington DC”)
3. Create separate web pages for each service you offer – see below on how to use MakeMEDIA to create authentic high quality rankable pages very quickly just by talking
4. Use the exact keyword phrase in your page title, H1 heading, H2 section heading and URL
5. Add city names to these roles for hyper-local targeting

For a complete guide to optimizing your page, see: SEO Best Practices Checklist

Notice “Fractional Chief of Staff” has a difficulty of just 7 – an incredible opportunity for fast high ranking if you offer this service.

Creating Content That Outranks Competitors

When a keyword has low difficulty, it means you can potentially outrank current top results with better content. Here’s exactly how to create content that beats the competition:

1. Visit the top three ranking pages for your target keyword
2. Note the word count, organization, and visual elements
3. Create content that’s at least 50% longer
4. Include real client stories and testimonials
5. Add data, charts, and visuals that your competitors don’t have
6. Use clearer formatting with more subheadings and bullet points
7. Add an exit-intent popup to capture email addresses before visitors leave

The top-ranking pages for fractional executive terms are often basic, with moderate information and minimal formatting. This creates an immediate opportunity for you to produce superior content that will boost your rankings on Google – and might even get you into AI search results.

Using MakeMEDIA to Streamline Content Creation

Content creation doesn’t have to be difficult. MakeMEDIA allows you to create SEO-rich content in minutes rather than days or weeks. Here’s the exact process:

1. Set up your company profile in MakeMEDIA for your fractional executive service
2. Click “give me ideas” to generate a buyer persona in one minute
3. Select a CEO or business owner persona – the person making hiring decisions
4. Click “make article” and enter your keyword (like “fractional CFO”)
5. Review the automatic outline MakeMEDIA generates
6. Record your thoughts by speaking rather than typing
7. Let MakeMEDIA convert your spoken words into a structured article
8. MakeMEDIA will automatically add subheadings and format bullet points
9. The system embeds keywords strategically throughout the content

MakeMEDIA knows when you’re switching topics during your recording and automatically creates appropriate subheadings and formatting. This allows you to create authentic content that ranks well with minimal effort.

Building Content Clusters With a Content Planner

Google rewards websites that publish multiple related articles. Here’s how to use MakeMEDIA’s content planner to build a complete content strategy:

1. Open MakeMEDIA’s content planner
2. Enter your primary service (like “fractional CFO”)
3. MakeMEDIA will generate topics for each stage of the buyer journey
4. Star the articles you want to create to add them to your content queue
5. Create content for all customer journey stages. Examples:
   • Awareness: “How a Fractional CFO Improves Cash Flow”
   • Consideration: “Comparing In-House vs. Fractional CFO Services”
   • Evaluation: “5 Questions to Ask Before Hiring a Fractional Executive”
6. Publish articles in a logical sequence, linking them to each other
7. Update your content calendar to ensure regular publishing

MakeMEDIA delivers a complete content plan showing exactly what a CEO wants in a fractional executive across their entire buyer journey.

This plan is automatically aligns the questions this buyer has in every stage of their journey with the keywords they would likely use to find you.

The result is a series of article ideas that position your fractional executive services as a trusted authority. And since you’ll also get LinkedIn posts written to engage prospects, you will have a complete set of content marketing assets for selling fractional CXO services. Here’s a sampling of article ideas our content planner created for a fractional CFO:

Converting Visitors to Clients

Your website needs specific elements to convert readers into clients. Add these exact components:

1. Install exit-intent popups that offer a valuable download in exchange for contact information
2. Add a “Book a Consultation” button in your site header and at the end of each article
3. Create a downloadable guide (like “The First 30 Days With a Fractional CFO”) that requires an email to access
4. Place testimonials from existing clients strategically throughout your content
5. Add a FAQ section addressing common objections to hiring fractional executives
6. Include a clear pricing structure or pricing range to pre-qualify leads
7. Feature a prominent contact form with minimal required fields

Each of these elements serves to capture information from visitors before they leave your site, turning content readers into potential clients.

Promoting Your Content on LinkedIn

MakeMEDIA automatically creates LinkedIn posts for your content. Here’s how to use them:

1. After creating an article in MakeMEDIA, go to the social media section
2. Find the pre-generated LinkedIn posts that include:
   • An attention-grabbing hook
   • Information-rich body content
   • A clear call to action
3. Schedule these posts to publish when your article goes live
4. Post additional excerpts from your article weekly
5. Respond to all comments to increase engagement
6. Share the content in relevant LinkedIn groups for fractional executives

MakeMEDIA’s automatic LinkedIn posts save you hours of work while ensuring your content reaches decision-makers where they spend their professional time.

Start Attracting Clients Today

If you offer fractional executive services, your path to generating qualified leads is straight forward:

1. Use MakeMEDIA to create a complete content plan, then make your first article this week
2. Install exit-intent popups on your site to capture leads
3. Publish your article and the accompanying LinkedIn posts

By following these specific steps, you’ll establish yourself as the authority in your field. Instead of paying $29 per click on Google ads, you’ll generate an endless stream of organic leads through content that demonstrates your expertise.

Your potential clients are already searching for fractional CXO and fractional executive services. The only question is whether they’ll find you or your competitors. Start implementing this strategy today to ensure your fractional executive business grows through targeted, efficient content marketing.

Raj Khera

Raj Khera is Co-Founder of MakeMEDIA and one of the top ranked SEO coaches in the USA. He is past CEO of several B2B SaaS companies, which he grew using SEO and sold to public firms, and writes daily about leadership, marketing, and SEO on LinkedIn.