The course is launched to help people understand how to assemble content for online growth to build online authority, presence and generate leads. This course is designed for start-up founders/ co-founders, content writers and content marketing professionals.
The course content is more than 8 hours. The course is designed to help small businesses offering any product or services build online authority through good quality content.
You will learn concepts of brand storytelling and copywriting by understanding how to build trust, business leads and customer loyalty
You will understand the difference between paid media, owned media, earned media and shared media. How to implement various strategies to attract leads. You’ll be able to identify key elements in brand storytelling, the science behind it, emotional hooks, clarify your message and also the difference between brand storytelling and content marketing.
There are 6 modules in the course. Those modules include Brand Storytelling Model, Inbound and Content Marketing Framework, Copywriting and Communications Framework, The PESO Blueprint (Paid, Earned, Shared and Owned Media), Authoritative Brand Story Formula and Content Writing Intensive.
Each module is designed and created based on personal experience and feedback from experts in the industry. The PESO model is must for start-ups because they will realise the importance of earned media and how to generate ideas for the brand.
Level 1: Content and inbound marketing fundamentals
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1Course Introduction
Today, we will focus on emotional branding, brand storytelling and I will share you tips on how to avoid mistakes while creating your brand story.
We shall also discuss the difference between Brand Story telling and Content Marketing.
Tomorrow we will go through Content Marketing and Inbound Marketing Framework, and understand Corporate Communications, and Copy Writing.
Then, I will share with you the PESO (Paid, Shared, Earned and Owned) Model. Also, we shall discover the basics of news copy, and Shared Media Marketing, which is also known as or Social Media Marketing.
Remember: Content Marketing is not a race, this is a marathon. This is something you need to do regularly. My course is not just about sharing an encyclopedia of knowledge, it’s also about taking action for your team or your brand.
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2Meet your Instructor
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3Emotions: A key element in brand storytelling
Who you are and how you engage people online in promoting your brands will have a direct impact on how you will be perceived and taken into people’s hearts.
Almost every decision we make is based on what we feel. As human beings, we are guided by our emotions.
Humanizing your brand is no longer an option, it’s a necessity.
As a marketer, you have to offer your customers value and ensure that they’re satisfied and emotionally connected to your brand/business. This will keep them coming.
In the upcoming videos, I will show you how to build credibility and authority by telling good stories.
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4Why you should read Simon Sinek's book
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5The art and science of brand storytelling
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6Five emotional hooks to make your content better
A. Leverage the Fear of Missing Out (FOMO)
B. Make your audience feel special
C. Create a Feeling of Belonging
D. Use Mystery
E. Surprise your audience
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7Top 3 mistakes brands make
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8How to clarify your brand message
We must tell our customers how great their life can look if they buy our products and services. If we don’t tell people where we are taking them, they will engage another brand.
Offer a vision for how great a customer’s life could be if they engage your products or services.
Remember- Simple, clear messages that are relevant to your customers results in sales.
Thousands of companies shut their doors every year, not because they don’t have great product, but because potential customers can’t figure out how that product will make their lives better.
A customer needs to think- Can this brand really help me get what I want?
When we fail to define something, our customers want, we fail to open a story gap.
When we don’t open a story gap in our customer’s mind, they have no motivation to engage us, because there is no question that demands resolution.
People will always choose a story that helps them survive and thrive.
Hence, your brand narrative is very important.
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9Difference between brand storytelling and content marketing
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10Which one is better: Brand storytelling or Content marketing?
Brand storytelling is a type of content marketing – but not all content marketing is storytelling.
Brand storytelling is done through some sort of content, whether it could be blog posts, videos, commercials, or other forms of advertisement – most of which fall under the umbrella of content marketing.
Just like the name implies, brand storytelling is quite literally telling customers about a brand through content.
Content Marketing on one hand educates and informs your users, Brand Storytelling on the other hand helps with sales and conversations via emotions. We have discussed earlier the importance of emotions in brand storytelling.
Rather than comparing which is better, it is advised to effectively use Brand Storytelling in a Content Marketing Strategy.
There are no set rules of right or wrong here, except to keep the purpose of each story consistent to support whatever brand perception you choose to create.
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11Psychological insights to improve content marketing
Being aware of psychological principles is helpful whether you’re building a website, composing a tweet, or writing a blog post.
Psychology indicates what colors are most likely to draw the attention of prospects or how long someone is likely to maintain interest in your message. The more you know about how the mind works, the more you can make informed decisions.
These psychological insights can improve the user experience and help keep prospects long enough to convert. The challenge lies in translating often complex psychological concepts into actionable steps that can drive real-world decisions.
Level 1: Copywriting and Communications Framework
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12Introduction to content marketing
Your content should attract people and engage those people into leads.
Your content should delight your audience and turning them into promoters of your brand.
Your goal is to make a human connection, you need to guide people. Chances are you are not the only business that does what you do. To survive in this crowded marketplace, you need to stand out.
So, your goal as a content marketer should be to educate and inspire your audience through credible stories, so that they can make well informed decision. And of course, without confusing them!
By the end of this course, you get an overview of content marketing, Inbound Marketing, Corporate Communications and the fundamentals of Copy Writing to make your make your content marketing strategy stronger.
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13Why you should learn content marketing?
In this competitive B2B marketing landscape, businesses make substantial investments in building content marketing programs.
Why? Content marketing has been proven to deliver resounding success.
As one of the most effective methods of growing audience engagement, developing your brand presence, and driving sales, content marketing is a mission-critical growth method for most businesses.
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14Knowledge and skills needed to be a good content marketer
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15Content creation framework and content ideas
A lot of work goes into creating a single piece of content- research, planning, editing and much more. And after the content work is done, there is promotion, tracking and the list goes on.
In content marketing, you need to publish a lot of content for each of your buyer personas at different stages of buyer’s journey. So, it is advised to have a content creation framework for your long-term content strategy.
A content creation framework is a structure of processes for publishing content, from the beginning stages to post production.
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16Effective blogging tips
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17Promoting your content: Organic and paid
In this video, you will learn how to manage your content and match your content promotion to your best audience and keep track of your promotional plan.
A successful content strategy should include a promotional plan that strategically shares content with the people who will benefit from it most.
Don’t simply promote your content across your various available channels, strategically share content with people who will benefit most from it.
It is likely that a potential customer will read around 4-5 pieces of content before making a purchasing decision.
You need to take a completely different approach on various social media platforms. This means you need to alter your writing style accordingly. We’ll talk about leveraging social platform in one of the upcoming videos.
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18What are the fundamentals of inbound marketing
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19Why buyer persona is an important part of inbound marketing
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20How to create a buyer persona in content marketing
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21How to align inbound marketing with sales
Level 1: The PESO Blueprint
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22What are the secrets of a brilliant copy
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23How to research before writing
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24Mastering the five elements of copy
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25What is the role of business communications in content marketing
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26Importance of leadership storytelling in corporate communications
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27How to measure the impact of communications strategy
Level 2: Authoritative Brand Story Formula | 4 Day Series
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28The PESO Model
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29PESO Chart
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30Social media content: The Foundations
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31Social Media Listening and Monitoring: A must have for online companies
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32KPIs in shared media
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33How to measure your social ROI
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34Understanding news copy for content marketing
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35Why create an online newsroom
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36Taking action
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37Future of content marketing
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38Final words: A path to success in communications and marketing