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1h 30m
FREE
Course
How To Optimize Your Google My Business Listing
Level: Beginner Updated: Jun 7, 2021
How important is it to you that your business shows up on Google for relevant search queries?

Extremely important, right? That question is a no-brainer.

And to make it happen, you dedicate a lot of your time optimizing your website’s SEO, improving your social media and email campaigns, and even paying for Google Ads to appear at the tippy-top of search results.

But there’s a tool, a FREE tool, that can help prospects find your business more frequently in Google Search and Google Maps (especially if you’re a local business).

Many organizations are familiar with Google My Business. They know they have to create an account, enter their physical address, and maybe upload their logo. And by doing so, prospects wanting to visit their location can get there using Google Maps.

But that is not all this tool is useful for. Far from it. Google is continuously rolling out new tools and features with Google My Business making it an extremely valuable tool in any business’s marketing arsenal.

In fact, by optimizing your Google My Business listing, you’ll increase your visibility in search, give prospects a better shopping experience, and drive more traffic to your website and social channels in addition to your front door.

And that’s what this course is all about.

In this course, you’ll learn:
  • What Google My Business is
  • Why Google My Business is important
  • How to optimize your listing
  • How to review and add images
  • How to audit and respond to reviews
  • How to create google posts
  • How to add videos
  • How to measure success using insights

By the end of this course, you’ll know how to optimize and maintain your Google My Business listing to appear more frequently in relevant search queries, provide amazing experiences for your visitors, and turn more prospects into customers.

How important is it to you that your business shows up on Google for relevant search queries?

Extremely important, right? That question is a no-brainer.

And to make it happen, you dedicate a lot of your time optimizing your website’s SEO, improving your social media and email campaigns, and even paying for Google Ads to appear at the tippy-top of search results.

But there’s a tool, a FREE tool, that can help prospects find your business more frequently in Google Search and Google Maps (especially if you’re a local business).

Many organizations are familiar with Google My Business. They know they have to create an account, enter their physical address, and maybe upload their logo. And by doing so, prospects wanting to visit their location can get there using Google Maps.

But that is not all this tool is useful for. Far from it. Google is continuously rolling out new tools and features with Google My Business making it an extremely valuable tool in any business’s marketing arsenal.

In fact, by optimizing your Google My Business listing, you’ll increase your visibility in search, give prospects a better shopping experience, and drive more traffic to your website and social channels in addition to your front door.

And that’s what this course is all about.

In this course, you’ll learn:
  • What Google My Business is
  • Why Google My Business is important
  • How to optimize your listing
  • How to review and add images
  • How to audit and respond to reviews
  • How to create google posts
  • How to add videos
  • How to measure success using insights

By the end of this course, you’ll know how to optimize and maintain your Google My Business listing to appear more frequently in relevant search queries, provide amazing experiences for your visitors, and turn more prospects into customers.

Kevin Phillips

1h 20m
FREE
Course
Inbounder’s Guide to Email Marketing
Level: Beginner Updated: May 10, 2021
You might be surprised by this fact, but email marketing has been around since before the introduction of the internet. Yeah, in fact, the very first marketing email was sent in 1978 by none other than Gary “The Father of Spam” Thuerk, Marketing Manager of Digital Equipment Corp. Gary used email via Arpanet (basically the forerunner to the internet) to promote their new DEC machines to 400 recipients. The email blast resulted in $13 million in sales. And email marketing has been a critical tool in every marketer’s tool bag ever since.

But just like with any medium of marketing, there will be marketers who exploit it and abuse it. Those who care more about open rates and click-through rates than they do about the actual people receiving their emails. And when they do this, they make the rest of us look bad.

Ultimately, the purpose of this course is to teach you how to use email marketing appropriately and responsibly so that you’re only sending emails to people who want your emails, who sign up to receive them. 

This course is a great fit for beginners just getting started and intermediate marketers tired of sending emails that don’t get opened, don’t get clicked on, or get recipients to unsubscribe or mark them as spam.

Here you’ll learn the inbound approach to email marketing. We’ll cover what email marketing is, how to keep it inboundy, benefits of email marketing, how to grow your email contact database, and the different types of emails you can send to recipients (that they actually want to open).

By the end of this course, you’ll be an inbound email marketing padawan. Not quite a Jedi master (that’s for a later course), but well on your way to saving the universe from awful emails nobody ever wants to open or read.
You might be surprised by this fact, but email marketing has been around since before the introduction of the internet. Yeah, in fact, the very first marketing email was sent in 1978 by none other than Gary “The Father of Spam” Thuerk, Marketing Manager of Digital Equipment Corp. Gary used email via Arpanet (basically the forerunner to the internet) to promote their new DEC machines to 400 recipients. The email blast resulted in $13 million in sales. And email marketing has been a critical tool in every marketer’s tool bag ever since.

But just like with any medium of marketing, there will be marketers who exploit it and abuse it. Those who care more about open rates and click-through rates than they do about the actual people receiving their emails. And when they do this, they make the rest of us look bad.

Ultimately, the purpose of this course is to teach you how to use email marketing appropriately and responsibly so that you’re only sending emails to people who want your emails, who sign up to receive them. 

This course is a great fit for beginners just getting started and intermediate marketers tired of sending emails that don’t get opened, don’t get clicked on, or get recipients to unsubscribe or mark them as spam.

Here you’ll learn the inbound approach to email marketing. We’ll cover what email marketing is, how to keep it inboundy, benefits of email marketing, how to grow your email contact database, and the different types of emails you can send to recipients (that they actually want to open).

By the end of this course, you’ll be an inbound email marketing padawan. Not quite a Jedi master (that’s for a later course), but well on your way to saving the universe from awful emails nobody ever wants to open or read.

Kevin Phillips

57m
FREE
Course
6 Topics Subject Matter Experts Need to Address
Level: Beginner Updated: May 10, 2021
Hey Subject Matter Experts, as you can guess by the title of this course, there are 6 topics your marketing team needs your help in creating. But why do YOU need to help? Why can’t marketing just do this on their own?

In this course, we’ll answer that question and also:
  • Why these topics are important
  • Overcoming objections to answering these questions
  • Why SME participation is so important for each topic
  • How SMEs can help bring these topics to life
  • Important considerations to keep in mind while creating this content

This course is a great fit for salespeople, leadership teams, and of course, subject matter experts who care about producing high-quality content on your website to drive more traffic and give your sales team more qualified leads to convert into paying customers. We can all agree that’s important to everyone in your organization, right?

By the end of this course, you’ll have a much clearer understanding of the most critical pieces of content any business can create for their prospects, and how and WHY you, the SME, need to help create an amazing piece of content.
Hey Subject Matter Experts, as you can guess by the title of this course, there are 6 topics your marketing team needs your help in creating. But why do YOU need to help? Why can’t marketing just do this on their own?

In this course, we’ll answer that question and also:
  • Why these topics are important
  • Overcoming objections to answering these questions
  • Why SME participation is so important for each topic
  • How SMEs can help bring these topics to life
  • Important considerations to keep in mind while creating this content

This course is a great fit for salespeople, leadership teams, and of course, subject matter experts who care about producing high-quality content on your website to drive more traffic and give your sales team more qualified leads to convert into paying customers. We can all agree that’s important to everyone in your organization, right?

By the end of this course, you’ll have a much clearer understanding of the most critical pieces of content any business can create for their prospects, and how and WHY you, the SME, need to help create an amazing piece of content.

Kevin Phillips

1h 10m
FREE
Course
Your role as a content manager
Level: Beginner Updated: May 15, 2021
Congratulations! You've been hired as a content manager to lead the charge of your company's content marketing efforts to drive traffic, leads, and (most of all) sales. Still, as a newcomer to your role, you likely have a few questions:

  1.  What does a content manager do?
  2.  What problems does a content manager solve?
  3.  How can I get the results needed to prove myself in my new role?
  4.  What should I be doing on a daily, weekly, and monthly basis?

If this sounds familiar, you have come to the right place. IMPACT Principal Content Marketing Trainer Kevin Phillips is here to empower you with the knowledge and tactical direction you need to feel comfortable in your new role. Also, you'll discover exactly how you fit in at your company as a key player in driving big results.

By the end of this course, you'll feel confident in your new role as content manager and will have a clear roadmap of how to establish yourself as a results-driving hero at your organization.
Congratulations! You've been hired as a content manager to lead the charge of your company's content marketing efforts to drive traffic, leads, and (most of all) sales. Still, as a newcomer to your role, you likely have a few questions:

  1.  What does a content manager do?
  2.  What problems does a content manager solve?
  3.  How can I get the results needed to prove myself in my new role?
  4.  What should I be doing on a daily, weekly, and monthly basis?

If this sounds familiar, you have come to the right place. IMPACT Principal Content Marketing Trainer Kevin Phillips is here to empower you with the knowledge and tactical direction you need to feel comfortable in your new role. Also, you'll discover exactly how you fit in at your company as a key player in driving big results.

By the end of this course, you'll feel confident in your new role as content manager and will have a clear roadmap of how to establish yourself as a results-driving hero at your organization.

Kevin Phillips

2h 13m
PRO
Course
How to Write "The Big 5"
Level: Intermediate Updated: May 10, 2021
The insider track to They Ask, You Answer from the content manager’s perspective. What you need to be successful, how to crush your content goals, and what resources are available.
The insider track to They Ask, You Answer from the content manager’s perspective. What you need to be successful, how to crush your content goals, and what resources are available.

Kevin Phillips

2h 09m
PRO
Course
Inbounder's Guide to Google Suite Tools
Level: Intermediate Updated: May 10, 2021
In this course, you’ll learn how to effectively utilize Google Suite tools as you continue to master They Ask, You Answer and Inbound Marketing.

Google offers a range of free tools businesses can use to learn more about how search engines and real buyers view and use their websites and assets. 

This course does not teach you how to set these tools up, troubleshoot problems, or certify you in their use. Tutorials such as those can easily be found at support.google.com.

Here you’ll learn:
  • How to use Google Search Console 
  • How to use Google Analytics

By the end of this course, you’ll have a fuller understanding of how to use Google’s suite of tools to measure and improve your They Ask, You Answer, and Inbound Marketing efforts.

In this course, you’ll learn how to effectively utilize Google Suite tools as you continue to master They Ask, You Answer and Inbound Marketing.

Google offers a range of free tools businesses can use to learn more about how search engines and real buyers view and use their websites and assets. 

This course does not teach you how to set these tools up, troubleshoot problems, or certify you in their use. Tutorials such as those can easily be found at support.google.com.

Here you’ll learn:
  • How to use Google Search Console 
  • How to use Google Analytics

By the end of this course, you’ll have a fuller understanding of how to use Google’s suite of tools to measure and improve your They Ask, You Answer, and Inbound Marketing efforts.

Kevin Phillips

2h 44m
PRO
Course
On-Page SEO & User Experience
Level: Intermediate Updated: May 10, 2021
Learn how to optimize your blog articles to get search engines to position them on the first page of search as well as how to optimize them for the real people who read and interact with your content.

Learn how to optimize your blog articles to get search engines to position them on the first page of search as well as how to optimize them for the real people who read and interact with your content.

Kevin Phillips

1h 33m
PRO
Course
4 content guides to convert leads, close deals, and delight customers
Level: Intermediate Updated: May 28, 2021
Content managers, are you looking for ways to attract more visitors to your website, convert more leads, close more sales and turn more customers into brand evangelists? We thought you might be – in this course, we’re going to talk about four different types of guides you can create to help you achieve those very goals.
Content managers, are you looking for ways to attract more visitors to your website, convert more leads, close more sales and turn more customers into brand evangelists? We thought you might be – in this course, we’re going to talk about four different types of guides you can create to help you achieve those very goals.

Kevin Phillips

Related Courses

57m
PRO
Course
Creating pillar content your buyers and search engines will love
Level: Intermediate Updated: Jun 19, 2021
SEO isn't dead. The way search engines map our content today is simply very different (and much more human) than it was when we all first started creating content marketing strategies to drive traffic, leads, and sales for our companies. That's why the way we architect our content strategies must shift toward a topic cluster and pillar page model, an approach that has proven, measurable benefits:

  1. Your website will be much more organized, with a clear structure
  2. You'll be able to spot content priorities, opportunities, and gaps with ease
  3. Search engines like Google will be able to map your content more efficiently
  4. As a result, your search rankings go up due to better visibility

But what is the topic cluster and pillar content model? How does it work and why? What do great pillar pages look like across different industries? How do you select your own topic cluster and pillar content topics? How do you develop an out-of-this-world, revenue-generating strategy for a pillar page? And how do you track the success of your topic clusters and pillar pages?

You'll find the answers to the questions (and much more) in this IMPACT+ Pro course. (This course is ideally suited for content managers and digital marketers who are tasked with developing and executing robust content strategies that drive results for their company.)
SEO isn't dead. The way search engines map our content today is simply very different (and much more human) than it was when we all first started creating content marketing strategies to drive traffic, leads, and sales for our companies. That's why the way we architect our content strategies must shift toward a topic cluster and pillar page model, an approach that has proven, measurable benefits:

  1. Your website will be much more organized, with a clear structure
  2. You'll be able to spot content priorities, opportunities, and gaps with ease
  3. Search engines like Google will be able to map your content more efficiently
  4. As a result, your search rankings go up due to better visibility

But what is the topic cluster and pillar content model? How does it work and why? What do great pillar pages look like across different industries? How do you select your own topic cluster and pillar content topics? How do you develop an out-of-this-world, revenue-generating strategy for a pillar page? And how do you track the success of your topic clusters and pillar pages?

You'll find the answers to the questions (and much more) in this IMPACT+ Pro course. (This course is ideally suited for content managers and digital marketers who are tasked with developing and executing robust content strategies that drive results for their company.)

Liz Moorehead

41m
FREE
Course
The revenue team approach to sales enablement content
Level: Intermediate Updated: May 10, 2021
No matter how much we publish great traffic-driving, lead-generating content, many of us still have sales teams telling us, “You’re still not publishing what we need.” or “Yeah, only maybe 1% of our content helps me close any deals.” In fact, B2B sales teams report that only 27% of the leads passed to them from marketing are even remotely qualified.

The solution? Sales enablement content. 

But what is sales enablement content? How is it different from what you're already creating? And how do you go about creating a sustainable, scalable sales enablement content strategy that doesn't make you want to rip your hair out and makes you look like a total money-making hero at your company?

Well, you're in good hands with Liz Moorehead, IMPACT's editor-in-chief. Because, by the end of this course, you'll know:

  • What sales enablement content is (and isn't)
  • What a revenue team is and how the revenue team model is the key to your success
  • How to run powerful content brainstorms with your sales team
  • How to leverage Liz's custom-built revenue content brainstorm tool
  • How to report on the ROI of your content, so no one ever questions your value
No matter how much we publish great traffic-driving, lead-generating content, many of us still have sales teams telling us, “You’re still not publishing what we need.” or “Yeah, only maybe 1% of our content helps me close any deals.” In fact, B2B sales teams report that only 27% of the leads passed to them from marketing are even remotely qualified.

The solution? Sales enablement content. 

But what is sales enablement content? How is it different from what you're already creating? And how do you go about creating a sustainable, scalable sales enablement content strategy that doesn't make you want to rip your hair out and makes you look like a total money-making hero at your company?

Well, you're in good hands with Liz Moorehead, IMPACT's editor-in-chief. Because, by the end of this course, you'll know:

  • What sales enablement content is (and isn't)
  • What a revenue team is and how the revenue team model is the key to your success
  • How to run powerful content brainstorms with your sales team
  • How to leverage Liz's custom-built revenue content brainstorm tool
  • How to report on the ROI of your content, so no one ever questions your value

Liz Moorehead

10m
FREE
Lesson
How to create landing page videos that convert
Level: Beginner Updated: May 21, 2021
You've published great content that answers your ideal buyers' questions. You also have conversion and premium content offers on your website with landing pages and forms. And yet, your conversion rates from website visitor to qualified lead is still flat... or, at the very least, lackluster. What can you do?

The answer is the landing page video, a proven lead generation-booster across all industries. And, in this lesson, you'll learn:

  • What a landing page video is and why you need one
  • How to write a landing page video script that drives action
  • Examples of real-world landing page videos to inspire you
You've published great content that answers your ideal buyers' questions. You also have conversion and premium content offers on your website with landing pages and forms. And yet, your conversion rates from website visitor to qualified lead is still flat... or, at the very least, lackluster. What can you do?

The answer is the landing page video, a proven lead generation-booster across all industries. And, in this lesson, you'll learn:

  • What a landing page video is and why you need one
  • How to write a landing page video script that drives action
  • Examples of real-world landing page videos to inspire you

Renee Hernandez

22m
FREE
Lesson
Content and cookies: Easy content ROI reporting in HubSpot (without revenue attribution)
Level: Intermediate Updated: May 10, 2021
You're creating content at your company to drive measurable results – specifically, traffic, leads, and sales. But how do you prove to your bosses, sales, and the rest of your company that the content you're creating is making a difference? How do you showcase beyond the shadow of a doubt that your strategy is delivering ROI if you're using HubSpot?

In this lesson, you'll learn:

  1. How to prove your content makes money
  2. How to report on content ROI like Marcus Sheridan
  3. How to create custom ROI reports in HubSpot

Resources:

  1. Fundamentals of ROI reporting in HubSpot
  2. How to install the HubSpot tracking code on your website
  3. How to use HubSpot forms
  4. How to create a powerful monthly content ROI newsletter
You're creating content at your company to drive measurable results – specifically, traffic, leads, and sales. But how do you prove to your bosses, sales, and the rest of your company that the content you're creating is making a difference? How do you showcase beyond the shadow of a doubt that your strategy is delivering ROI if you're using HubSpot?

In this lesson, you'll learn:

  1. How to prove your content makes money
  2. How to report on content ROI like Marcus Sheridan
  3. How to create custom ROI reports in HubSpot

Resources:

  1. Fundamentals of ROI reporting in HubSpot
  2. How to install the HubSpot tracking code on your website
  3. How to use HubSpot forms
  4. How to create a powerful monthly content ROI newsletter

Carina Duffy

1h 10m
FREE
Course
Your role as a content manager
Level: Beginner Updated: May 15, 2021
Congratulations! You've been hired as a content manager to lead the charge of your company's content marketing efforts to drive traffic, leads, and (most of all) sales. Still, as a newcomer to your role, you likely have a few questions:

  1.  What does a content manager do?
  2.  What problems does a content manager solve?
  3.  How can I get the results needed to prove myself in my new role?
  4.  What should I be doing on a daily, weekly, and monthly basis?

If this sounds familiar, you have come to the right place. IMPACT Principal Content Marketing Trainer Kevin Phillips is here to empower you with the knowledge and tactical direction you need to feel comfortable in your new role. Also, you'll discover exactly how you fit in at your company as a key player in driving big results.

By the end of this course, you'll feel confident in your new role as content manager and will have a clear roadmap of how to establish yourself as a results-driving hero at your organization.
Congratulations! You've been hired as a content manager to lead the charge of your company's content marketing efforts to drive traffic, leads, and (most of all) sales. Still, as a newcomer to your role, you likely have a few questions:

  1.  What does a content manager do?
  2.  What problems does a content manager solve?
  3.  How can I get the results needed to prove myself in my new role?
  4.  What should I be doing on a daily, weekly, and monthly basis?

If this sounds familiar, you have come to the right place. IMPACT Principal Content Marketing Trainer Kevin Phillips is here to empower you with the knowledge and tactical direction you need to feel comfortable in your new role. Also, you'll discover exactly how you fit in at your company as a key player in driving big results.

By the end of this course, you'll feel confident in your new role as content manager and will have a clear roadmap of how to establish yourself as a results-driving hero at your organization.

Kevin Phillips

1h 52m
PRO
Course
Creating memorable, money-making content for dummies
Level: Intermediate Updated: May 10, 2021
"I know I need to create memorable content. But even when I’m happy with something I create, the process to get to that point often, well, sucks. It’s painful and takes too much time. What do I need to know to make creating memorable, money-making content not suck so much?"

Does this sound familiar? If so, you need to know two things. First, you are not alone. And second, are not the problem, even though it feels like it. The whole content marketing industrial complex has spent years beating the “you absolutely must create content” drum without ever bothering to teach the writing formulas, techniques and surprisingly easy (and repeatable) processes it takes to actually create content.

Instead of acknowledging this massive gap exists, however, it’s assumed that we all learned what we needed to know in school about crafting persuasive, engaging, powerful content our audiences will adore. Of course, that’s not true, but many of you don’t realize it.

So, how do we overcome this gap in knowledge and understanding? How do we make this unrelenting pain and angst around content creation go away, no matter our background, native skill sets or experience?

Well, if those are the questions you’ve got, you’ve come to the right place.

By the end of this lesson, you will:

  • Unlock the super simple processes and tools you need to produce the highest quality content possible every single time. 
  • Learn how to make sure that when you’re answering the questions of your ideal buyers through your content, you’re doing so the right way, so your content is guaranteed to be a deal-closer.
  • Understand how to craft insanely memorable blog introductions that hook your audience and make them hungry to learn more from you.
  • Know precisely how to craft conclusions that excite your ideal buyers and make them ready to take immediate action. 
  • You’ll also learn why adding personality into your content is mission-critical to your success as a content creator today, as well as the dos and don'ts of adding personality to content.
  • And finally, the best tools for bringing focus, serenity, and a little visual razzle-dazzle to everything you publish.
"I know I need to create memorable content. But even when I’m happy with something I create, the process to get to that point often, well, sucks. It’s painful and takes too much time. What do I need to know to make creating memorable, money-making content not suck so much?"

Does this sound familiar? If so, you need to know two things. First, you are not alone. And second, are not the problem, even though it feels like it. The whole content marketing industrial complex has spent years beating the “you absolutely must create content” drum without ever bothering to teach the writing formulas, techniques and surprisingly easy (and repeatable) processes it takes to actually create content.

Instead of acknowledging this massive gap exists, however, it’s assumed that we all learned what we needed to know in school about crafting persuasive, engaging, powerful content our audiences will adore. Of course, that’s not true, but many of you don’t realize it.

So, how do we overcome this gap in knowledge and understanding? How do we make this unrelenting pain and angst around content creation go away, no matter our background, native skill sets or experience?

Well, if those are the questions you’ve got, you’ve come to the right place.

By the end of this lesson, you will:

  • Unlock the super simple processes and tools you need to produce the highest quality content possible every single time. 
  • Learn how to make sure that when you’re answering the questions of your ideal buyers through your content, you’re doing so the right way, so your content is guaranteed to be a deal-closer.
  • Understand how to craft insanely memorable blog introductions that hook your audience and make them hungry to learn more from you.
  • Know precisely how to craft conclusions that excite your ideal buyers and make them ready to take immediate action. 
  • You’ll also learn why adding personality into your content is mission-critical to your success as a content creator today, as well as the dos and don'ts of adding personality to content.
  • And finally, the best tools for bringing focus, serenity, and a little visual razzle-dazzle to everything you publish.

Liz Moorehead

1h 33m
PRO
Course
4 content guides to convert leads, close deals, and delight customers
Level: Intermediate Updated: May 28, 2021
Content managers, are you looking for ways to attract more visitors to your website, convert more leads, close more sales and turn more customers into brand evangelists? We thought you might be – in this course, we’re going to talk about four different types of guides you can create to help you achieve those very goals.
Content managers, are you looking for ways to attract more visitors to your website, convert more leads, close more sales and turn more customers into brand evangelists? We thought you might be – in this course, we’re going to talk about four different types of guides you can create to help you achieve those very goals.

Kevin Phillips