Creating pillar content your buyers and search engines will love

  
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More From This Instructor

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 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

Related Courses

24m
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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

41m
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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 10, 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 14, 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

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