Creating memorable, money-making content for dummies

  
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More From This Instructor

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

1h 03m
PRO
Course
How to hire a content manager
Level: Intermediate Updated: May 28, 2021
If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and sales for your company, you absolutely need to hire a comma-wrangling storytelling boss of a content manager who owns your content creation efforts.

But is a content manager worth it? Absolutely. In addition to doubling their revenue after hiring their own content manager, Taffy Ragan of Bill Ragan Roofing had this to say about hiring their content manager, Matt:

“Matt has become a huge part of our culture. Our whole team looks up to him and new hires look at him as if he's someone famous. I am thrilled, absolutely thrilled. I’ve been saying for months that he’s the best hire our company has ever made.”

And in this course, you'll learn everything you need to know to hire your own content manager all-star, including:
  • The only content manager job description you'll ever need, with a section-by-section walk-through
  • How to screen your job applicants so you only spend time with candidates who are potential great fits for the role
  • The questions you should ask in an interview, as well as what to look for in their answers
  • How to run a situational activity in the hiring process that will show which candidates can "walk the walk" and "talk the talk"
  • And finally, how to set your company and your new content manager up for success before they walk in the door
If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and sales for your company, you absolutely need to hire a comma-wrangling storytelling boss of a content manager who owns your content creation efforts.

But is a content manager worth it? Absolutely. In addition to doubling their revenue after hiring their own content manager, Taffy Ragan of Bill Ragan Roofing had this to say about hiring their content manager, Matt:

“Matt has become a huge part of our culture. Our whole team looks up to him and new hires look at him as if he's someone famous. I am thrilled, absolutely thrilled. I’ve been saying for months that he’s the best hire our company has ever made.”

And in this course, you'll learn everything you need to know to hire your own content manager all-star, including:
  • The only content manager job description you'll ever need, with a section-by-section walk-through
  • How to screen your job applicants so you only spend time with candidates who are potential great fits for the role
  • The questions you should ask in an interview, as well as what to look for in their answers
  • How to run a situational activity in the hiring process that will show which candidates can "walk the walk" and "talk the talk"
  • And finally, how to set your company and your new content manager up for success before they walk in the door

Liz Moorehead

Related Courses

24m
FREE
Lesson
19 conversion and content offers that generate leads
Level: Intermediate Updated: May 10, 2021
Through SEO best practices and great content that answers your ideal buyers most pressing questions, you're driving traffic to your website. Yet even with all of that, your ideal buyers aren't converting on your website into qualified leads that can either be nurtured or worked by your sales team. 

What do you do? What can you offer besides the usual "contact us" page to transform your website visitors into the qualified leads that will drive measurable revenue growth for your company?

If these are the questions you're wrestling with, you've come to the right place! In this lesson, you'll walk away with a deep understanding of:

  • Why you need conversion and content offers on your website, no matter what it is that you do or sell at your company
  • From checklists to sales appointments, what are the best types of conversion and content offers for businesses
  • Specifically what conversion and content offers are most effective at various stages of the buyer's journey

By the end of this lesson, you'll have a ton of ideas for different types of conversion and content offers you can create for your company that will get the biggest results – based on your goals and the unique journey of your buyers – and you'll understand how to tie them to your pre-existing content on your website.
Through SEO best practices and great content that answers your ideal buyers most pressing questions, you're driving traffic to your website. Yet even with all of that, your ideal buyers aren't converting on your website into qualified leads that can either be nurtured or worked by your sales team. 

What do you do? What can you offer besides the usual "contact us" page to transform your website visitors into the qualified leads that will drive measurable revenue growth for your company?

If these are the questions you're wrestling with, you've come to the right place! In this lesson, you'll walk away with a deep understanding of:

  • Why you need conversion and content offers on your website, no matter what it is that you do or sell at your company
  • From checklists to sales appointments, what are the best types of conversion and content offers for businesses
  • Specifically what conversion and content offers are most effective at various stages of the buyer's journey

By the end of this lesson, you'll have a ton of ideas for different types of conversion and content offers you can create for your company that will get the biggest results – based on your goals and the unique journey of your buyers – and you'll understand how to tie them to your pre-existing content on your website.

Kevin Phillips

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 03m
PRO
Course
How to hire a content manager
Level: Intermediate Updated: May 28, 2021
If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and sales for your company, you absolutely need to hire a comma-wrangling storytelling boss of a content manager who owns your content creation efforts.

But is a content manager worth it? Absolutely. In addition to doubling their revenue after hiring their own content manager, Taffy Ragan of Bill Ragan Roofing had this to say about hiring their content manager, Matt:

“Matt has become a huge part of our culture. Our whole team looks up to him and new hires look at him as if he's someone famous. I am thrilled, absolutely thrilled. I’ve been saying for months that he’s the best hire our company has ever made.”

And in this course, you'll learn everything you need to know to hire your own content manager all-star, including:
  • The only content manager job description you'll ever need, with a section-by-section walk-through
  • How to screen your job applicants so you only spend time with candidates who are potential great fits for the role
  • The questions you should ask in an interview, as well as what to look for in their answers
  • How to run a situational activity in the hiring process that will show which candidates can "walk the walk" and "talk the talk"
  • And finally, how to set your company and your new content manager up for success before they walk in the door
If you’re practicing inbound marketing, content marketing, or They Ask, You Answer as a means to increase traffic, leads, and sales for your company, you absolutely need to hire a comma-wrangling storytelling boss of a content manager who owns your content creation efforts.

But is a content manager worth it? Absolutely. In addition to doubling their revenue after hiring their own content manager, Taffy Ragan of Bill Ragan Roofing had this to say about hiring their content manager, Matt:

“Matt has become a huge part of our culture. Our whole team looks up to him and new hires look at him as if he's someone famous. I am thrilled, absolutely thrilled. I’ve been saying for months that he’s the best hire our company has ever made.”

And in this course, you'll learn everything you need to know to hire your own content manager all-star, including:
  • The only content manager job description you'll ever need, with a section-by-section walk-through
  • How to screen your job applicants so you only spend time with candidates who are potential great fits for the role
  • The questions you should ask in an interview, as well as what to look for in their answers
  • How to run a situational activity in the hiring process that will show which candidates can "walk the walk" and "talk the talk"
  • And finally, how to set your company and your new content manager up for success before they walk in the door

Liz Moorehead

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

15m
FREE
Lesson
How to track digital sales and marketing mastery metrics with a HubSpot dashboard
Level: Intermediate Updated: May 10, 2021
You're implementing They Ask, You Answer, and you're currently on your journey toward achieving true digital sales and marketing mastery at your company. But how do you leverage HubSpot to help you keep track of all the key performance metrics and data you need? 

In this lesson with IMPACT Director of HubSpot Training Carina Duffy, you'll discover how to build a powerful HubSpot reporting dashboard that gives you a full, real-time picture of your digital sales and marketing mastery progress, anytime and anywhere.
You're implementing They Ask, You Answer, and you're currently on your journey toward achieving true digital sales and marketing mastery at your company. But how do you leverage HubSpot to help you keep track of all the key performance metrics and data you need? 

In this lesson with IMPACT Director of HubSpot Training Carina Duffy, you'll discover how to build a powerful HubSpot reporting dashboard that gives you a full, real-time picture of your digital sales and marketing mastery progress, anytime and anywhere.

Carina Duffy

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