Advanced Content Marketing

Create a message architecture by defining customer needs and brand benefits, align with brand voice, and bring a compelling message to life through show and tell for resonant content marketing.

Turn multiple messages into a cohesive message architecture to avoid message mayhem by using index cards, grouping into categories, drafting overarching messages, and iteratively reviewing with colleagues.

Learn to test messages qualitatively by interviewing five customers per segment to refine your message architecture, plan a testing protocol, conduct dry runs, gather feedback, and adjust tone for resonance.

Execute quantitative message testing with a large customer sample using tools like SurveyMonkey or remote testing, recruit about 100 participants, and refine messages based on validated versus invalidated results.

Architect storylines to organize your content marketing like a beginning-to-end plot. Use patterns such as chronological order and problem-solution or before-and-after to make messages more compelling.

Position your customer as the hero by highlighting how they save the day or make the world better, with emphasis on the customer over your company.

Show how employees become company heroes by saving the day or making the world better, linking stories to company values in content marketing.

Explore how stories persuade by using identification with relatable characters and balancing logic and emotion through evidence, testimonials, and strategic wording.

Explore mixing short story forms and long story forms in content marketing, using story bites, story snacks, and interactive visuals to create social-ready standalone snippets.

Learn to use thought leadership to become a trusted advisor by delivering unique, useful insights on topics customers care about and the sweet spot between customer needs and your expertise.

Master three thought leadership approaches—newsroom for timely updates, data-driven insights via the lob approach, and academy training that can be monetized—to deliver useful, trust-building content.

Learn two techniques to make your content relevant: answer the so what question up front and provide clear relevance cues by naming the intended audience.

Apply three instructional design principles: repetition, interactivity, and feedback, to turn thought leadership content into engaging learning experiences across formats.

Explore three thought leadership formats: magazine, podcast, and training course, and learn when to use each to engage audiences, build community, and demonstrate expertise.

Grow your email list with easy sign-up, clear benefits, and a same-day welcome email. Use landing pages and pop-ups with tools like HubSpot and MailChimp to deliver regular, valuable content.

Identify lookalike audiences on social platforms to reach new customers similar to your existing ones; learn to create, narrow by criteria, and apply across Facebook, LinkedIn, MailChimp, and HubSpot.

Advance your content marketing with three advanced seo techniques: signal credibility through awards and mentions, cultivate links from other websites, and present content in question-and-answer formats for text and video.

Expand your content distribution by licensing and syndicating content to new audiences, exploring formats like podcasts and print, listening to your content, and delivering across platforms to grow your reach.

Learn how to personalize content using customer data, content intelligence, and logic to tailor recommendations and drive engagement at every customer journey stage.

Personalize content discovery with email suggestions, on-site recommendations, and nudges based on user preferences and past behavior. Connecting the right content with the right customers boosts engagement.

Personalize content on your website, email, and mobile app to boost engagement using visitor data and segmentation, with examples from L'Oreal Paris and the Weather Channel.

Harness personalization to create wow moments through year-in-review updates, big accomplishments, and timely insights. Use examples like Boomerang year-end recaps, Fitbit Week and Review, and Shopify Academy courses.

Cultivate a high performing content marketing team by setting a clear vision, communicating progress, and building trust through constructive feedback, data-driven content intelligence, and stakeholder advocacy.

Identify goals for technology use, perform a gap analysis with current tools, and partner with your tech team to integrate solutions across content operations, intelligence, and delivery as you scale.

Align specialist, management, and leadership roles in content marketing by adding a content analyst, content strategist, and content engineer, while training managers in change management.

Create, reuse, and repackage your content assets to maximize return on content investment. Explore Home Depot guides, MailChimp responses, and TVA assets to illustrate creation, context reuse, and format repackage.

Globalize your content by tailoring language for target markets, adapting core messaging with market briefs, and adjusting presentation for regional devices and accessibility.

Establish a content supply chain to turn ideas into articles, videos, and assets. Feed the pipeline by creating content, inviting partners and customers, and buying content when speed matters.

Measure your content marketing impact by tracking subscriber growth, sentiment, attribution to sales, and self-service savings to demonstrate value to your employer or client.

Develop a culture of content optimization through testing to make good content better, fix underperforming content, and test new opportunities, with Netflix and Google as benchmarks.

Identify costs of your content marketing program, measure its revenue impact, and articulate tangible and intangible value to secure more investment.

Clarify your value statement by centering messaging on the customer and defining gain. Show concrete customer value with benefits: money saved, time gained, or emotional and functional outcomes.

Define your narrative statement as the story of why your business exists and the value you deliver to customers. Align marketing, language, and customer interactions to this internal measuring stick.

Identify the need behind the need by recognizing customers' emotional drivers, such as comfort, variety, significance, connections, growth, and contribution, and craft messaging that delivers emotional satisfaction.

Translate your value into a concise 32nd pitch or twitter pitch that centers on clear customer benefits and emotional satisfaction. Showcase universal, customer-first messaging across websites and brand experiences.

Identify customer groups by needs through agree/disagree statements, recognizing recharge, security, traditional, variety, and self planners, and create content around their emotional needs, embracing 'explore our world your way'.

Create customer personas that reveal motivations, pain points, and emotional needs behind vacation choices, moving beyond demographics to craft empathetic, targeted marketing.

Compare customer profitability using recency, frequency, and monetary value to estimate customer lifetime value across segments. Calculate CLV by multiplying average sale, purchase frequency, and retention, then subtract acquisition costs.

Drive profitability by building loyalty in your existing customer base through rewarding and personal outreach, and use Net Promoter Score insights to turn promoters into advocates and increase lifetime value.