Storytelling for link building and content marketing
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Storytelling for link building and content marketing

Learn to use 'people stories' to fire up your link building, inspire PR coverage - and attract and convert customers.
4.1 (5 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,589 students enrolled
Created by Ken McGaffin
Last updated 6/2017
Current price: $10 Original price: $75 Discount: 87% off
30-Day Money-Back Guarantee
  • 2.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
What Will I Learn?
  • Make powerful pitches that convince influential blogs and news sites to write about you and your clients
  • Find great stories in any company - no matter how 'boring' they might appear to be
  • Be able to approach and interview people so they consistently open up and share their stories
  • Turn people's stories into compelling content that is easy and enjoyable to write.
  • Enhance your journalism skills and learn how to apply them to link building and content marketing.
  • Enrich your content marketing so that you stand way above your competition
  • Write great content that people enjoy reading and are inspired to take action
View Curriculum
  • You should want to create great content for your own site, a company website or on influential blogs and news sites in your industry.
  • And if you haven't got your own site yet, you should still take this course to become an expert in content marketing and publishing.
  • All you need is a desktop, tablet or smartphone and access to the internet.

The story approach to content marketing and link building focuses on discovering 'people stories' through one-to-one interviews with important audiences, and then turning those stories into compelling web content. Content that will put you way ahead of the competition.

As you probably know, content marketing today is getting really competitive. Everyone wants to get the powerful benefits that great content brings but to be successful, your content needs to stand out against all the others.

That's pretty difficult but using real people's stories can really make your content stand out.

We'll give you inspirational examples from well-written, successful blogs plus examples from important news sources such as the BBC, the New York Times, the Wall Street Journal and many others. We'll show you how pioneering publishers at local, national and international levels are harnessing the power of people stories – and how you can do exactly the same!

Real practitioners

This course is intensely practical. You'll learn from two active practitioners who work every day in content marketing and link building. Ken has over 30 year’s experience in public relations, content marketing and link building while Kristina Welch is an experienced journalist who is now a full-time content marketer. 

Both have conducted interviews with many hundreds of people, written compelling content based on their answers, and successfully pitched hundreds of blogs and news sites. Over the last two years, Kristina and Ken have pioneered the story approach in winning coverage and valuable editorial links from a wide variety of publishers.

Why are people stories important?

  • People stories are authentic – and provide a powerful way to connect with audiences
  • People stories are Google friendly - they're full of the natural language that Google loves
  • They create unique content – every fresh interview is different and the content based on it, is truly unique
  • People stories make content easy to write – reporting and commenting on what people say is so much easier than creating the content from scratch
  • Stories are full of meaning – when you get real people talking, they'll share their deepest feelings with you
  • Publishers love people stories - and will reward them with coverage and backlinks
  • Stories create multiple types of content – from interviews with many experts, to single in-depth profiles, the potential of people stories is huge.

In this course you will learn:

  • Why people stories are so important to content marketing
  • Why content marketing will become increasingly difficult – and how you have to raise your game to succeed
  • The secrets of turning people stories into fantastic content
  • Why publishers love people stories – and are ready to publish them
  • The ‘link building’ potential of people stories – and how you can take advantage of the opportunities
  • How to pitch people stories effectively to publishers, editors, journalists and bloggers
  • How to find people stories in any company – using 4 rich and reliable sources
  • How to engage with customers so that they give you stories that help you sell 
  • Why company founders often don't realise the potential of their own stories – and how you can help them to do so
  • How to harness your team's daily experiences to show the attractive, human face of your business
  • How to identify, approach and interview significant influencers in your industry
  • How to plan and set up interviews effectively
  • How to organise interview material so that people's stories are always at your fingertips
  • How to create multiple pieces of content from interviews.

Indeed, you will learn everything you need to know to use people's stories to create successful content marketing campaigns.

We’ll be adding new content regularly – and of course, we’ll be here to answer your questions promptly!

Thank you so much for checking out the course. The need for quality, unique content for the web is pressing – and likely to get ever more urgent – so we’d love to share our knowledge on the course and help you with your content marketing, public relations and link building. 

We’re sure you’re going to enjoy the course and that you will learn a lot you can start apply applying right away. We look forward to seein you on the course and guarantee you’ll enjoy it.

So don’t wait any longer. Hit the green button above and we’ll see you very shortly.

Who is the target audience?
  • Anyone who writes content for their own blog, website or elsewhere online.
  • Anyone who works in a marketing or PR role within a company or organization and needs to create exceptional content.
  • Anyone who working in SEO and link building who wants to create compelling content.
  • Anyone who is new to content writing and wants to have a powerful edge.
Curriculum For This Course
24 Lectures
Why stories so important for content marketing
2 Lectures 21:59

A quick quiz on the story approach.

Why stories so important for content marketing
3 questions
How can you find compelling people stories?
9 Lectures 01:07:17

Source #2: Customers

Customers - case study Tumbleweed Houses

Source #3 Staff

Staff - case study Clif Bar

Source #4 Founders

Founders - case study 'Hey Saturday'
How to conduct interviews like a professional
6 Lectures 35:19
Plan well beforehand

How to set up your interviews

Are email interviews useful?

How to record people's responses

Kristina recalls her first interview

Be prepared for the unexpected
Using interview material to create content
7 Lectures 35:01
Introduction: 4 types of written content

Article based on multiple interviews

In-depth interview

Creating a post around a single quote

Debate or Controversial Article

Organizing all your material

Getting down to the task of writing

We've taken you through 4 of the richest sources of people stories, and we've given you plenty of examples. Now, before creating any content yourself, we'd like you to explore your own industry and find examples - they are sure to be there!
What real stories can you find in your industry.
1 question
About the Instructor
Ken McGaffin
4.4 Average rating
157 Reviews
12,439 Students
5 Courses
Digital Marketing, Link Building and Online PR Expert

I’ve been a consultant in digital marketing and video production for more than 20 years, helping scores of digital companies build their web presence, tap into new markets, and develop “magnetic” content that draws attention from customers, journalists, and bloggers alike.

Training is one of my passions—there’s no greater joy than sharing my knowledge and expertise to help others blaze their own successful paths. I've written and developed training programs for companies in Belfast, London, Boston and New York. 

I've developed digital marketing courses for the University of Westminster, London Business Club and many economic development agencies. I've got a degree in Psychology from Queens University Belfast, Diploma in Marketing from the University of Ulster and have studied Entrepreneurship at Boston College in Massachusetts. 

In recent years, I’ve worked closely with leading experts in creating highly regarded training courses and manuals for online marketers.

I write regularly on the Majestic Blog, and also write a regular column for Search Engine Watch. I've worked with companies such as Majestic, SkilledUp, Buzzstream, Wordtracker and am now Director of PR Services at Citation Labs.