The purpose of this course is to share clear and specific ways to make your content more effective when it comes to impacting the bottom line... sales revenue.
Take this course because you're tired of talking theory, and want to improve at what you do. Or, because you want to add more to you next conversation on marketing than sound bites.
Expect to learn more and quickly because course is split into 5 lessons averaging 5 minutes each. Each lesson contains a minimum of 3 things you can do now to make your content stronger. These aren't tips, they're no-foolin' actions you can take. We've thrown in an intro that shares some of these and a bonus lesson too!
The course is produced by The Narrative, so it's fun, heavy on the visuals, and shares most of its lessons via stories. It's designed to inspire, but more importantly to leave you with specific things you can start doing (as early as today) to make your content work harder for you.
The people who will benefit most from our lessons include:
- anyone with content in their title, responsibility, or general interests
- marketers at companies large and small
- sales groups, pr teams, and communication types with an interest in content marketing
- students of content both new and old
- anyone who wants the money they spend on content, to come back to them via the sale of their product/service/solution/etc,
Why sell through stories? You already know why it's important or you wouldn't be taking this course. But did you know that we've been selling through stories for a very long time? Do you know which elements are critical to any story that sells? Do you want a good way to demonstrate (or just a plain old entertaining video that you can share with your team) the importance of stories when it comes to selling in the first place? This lesson will deliver all that and more.
Rethinking the case study. There's a new way to show off the work you're most proud of, to demonstrate what you can do, and to get others sharing your story. Learn how to construct a story that sells. This lesson will give you step by step instructions on how to format your next story, what to prioritize, how to frame your subjects, and how to deliver your product or service's solution. It includes examples and a story outline to keep things simple and easy to follow and repeat.
Why is making your client a hero important? Because everyone would secretly (or not so secretly) like to be a hero. Learn how to do so easily through story telling, and what the direct benefits to sales are. This lesson demonstrates the importance, and the smartest way to make your customers heroes via your next content marketing project.
Now that you client is a hero, lets use that momentum and get them promoting for us on our behalf. This lesson will explain how to get your story through your client's legal department faster, and how to enable your client to be your best distribution outlet and an instant referrer for new business. The good news, it's really easy... you may just not have thought of it yet. This lesson will cover the simple steps to take next time you publish a story to get your content published faster, and get your client to broadcast good things about you.
Let's not debate whether or not sales has it easy already, or whether marketing does a big part of the work. The truth is the easier it is for sales, the easier it is for the company to bring in money, and that is good for everyone. Did you know that your own hard work in creating stories could be creating more work for your sales team? Do you wonder why they may not be as excited about sharing all the content marketing you've created, much less repeating your awesome anecdotes? There's a sure-fire way to make sure sales rarely uses content marketing, and a sure-fire way to get a sales team to get excited about content marketing. This lesson will outline why sales reacts the way they do and steps you can take so your next story gets used AND does a lot of the work for the both of you. The sales team will be praising you down the road... promise.
Selling doesn't stop with the sales department. Once your prospect is convinced that your the product, solution, or service is right for them they often have to go and sell for you at their own company. That's right. Your prospects have to be well suited to go to bat for you against their peers, boss, procurement, even a board of investors. Make sure your opportunity doesn't die off just before that contract gets signed. This lesson will cover how to produce content that takes your sale across the finish line, faster. It provides simple and varied ways to help your prospect close the deal for you, and close that deal faster. The good news? It's not a lot of extra work from what you're already doing now. It's just a tidier (ahem more strategic) way to construct and deliver your stories.
Creating content that sells is half the battle, making your relationship with sales super tight is the other. Here's some tips on how to strengthen your relationship with sales. Spoiler alert: managing their expectations and giving them tools to do their job goes a long way. This lesson arms you with a lesson just for the sales team. They're going to think you're brilliant!
Elisa is founder and CEO of The Narrative, a storytelling shop dedicating to producing superb content marketing.
She has more than a dozen years experience in content, working with brands and publishers across the media spectrum. She can be found on screen, in interviews, on stage, and in conference rooms sharing actionable information that helps brands find their narrative, choose which stories to tell, and execute them brilliantly.
She spent the past three years as Contently's VP of Brand Development where she helped Fortune 500 CMOs find their brand story, develop their content strategies, and grow their business. During that time she helped Contently grow from 12 to over 120 employees.
Elisa's career began at Ogilvy & Mather, where she worked on accounts such as IBM, American Express, and Morgan Stanley. She then moved to The Wall Street Journal, where she built their fledgling content offering into a sophisticated, multimedia custom content division.
Elisa is also founder and chairman of Ladies@, an initiative aimed at raising standards for women in the tech and startup industries through events, content, and peer mentorship.