Want to more effectively engage with your audience?
You have an incredible product, idea, or mission.
You know there is an audience out there for it, and you know you can have a positive impact on them. The big question is: how can you use content as a powerful way to not just get their interest, but to convert them into an audience of customers or fans?
Well crafted, valuable content is a powerful tool you can use to find, engage, and nurture your audience, but it faces an inherent risk – noise.
Our world is overflowing with information, notifications, meetings, commitments, and more. We are more connected than ever before, but we are also busier than ever before and the demands on our time are not slowing down.
As such, while there is a huge potential audience out there for content about your products, ideas, and communities, your audience is increasingly limited in patience and time when it comes to how we engage with them.
Just think about how you consume content.
How much patience do you have for information that doesn’t serve your specific interests? Probably the same level of patience I do…(spoiler alert: not much.)
The key here is to focus on a golden rule: know who your audience are and solve their problems with the lowest possible friction.
It is time to break old habits that don’t work
Throughout my twenty-plus year career building content and communities, I have spent a lot of time creating content not just for myself, but for my clients across multiple industries, companies, and goals.
In addition to writing six books, producing four podcasts, launching multiple YouTube channels, and writing thousands of articles. I have also worked with publishers across multiple industries to create and feature content.
A small selection of places where my content has been featured
A major driver behind why I became a consultant was so I could explore multiple industries, challenges, and create opportunities to experiment with and explore new ideas.
The benefit of this is that I have been able to explore and test the role of content in a broad variety of settings. It also provided an opportunity to learn and test approaches and techniques in some settings and bring them to others.
This has shaped a broad body of battle-tested experience, and has especially helped me to see the common challenges that many people face with delivering amazing content.
Key challenges facing existing content programs often include:
They struggle with an inefficient and expensive content workflow that doesn’t deliver the results they want to see.
They deliver poor quality content that has limited interest and therefore struggle to build a compelling brand and audience.
Their content is inconsistent and spotty (often due to limited resources) which negatively impacts their ability to build growth.
They feel overwhelmed and are struggling to course correct so they can make better decisions and deliver better results.
Key challenges facing new content programs often include:
They are overwhelmed with options and don’t know how to start efficiently and get some solid wins in the first few months.
They have limited resources and are unsure of the best way to use them without wasting time and effort focusing on the wrong things.
They are struggling with content ideas and worry about delivering boring content and potentially burning bridges.
They are not sure of what to measure and how to evaluate their results to continue to learn, grow, and evolve their content strategy.
The good news is that these challenges are entirely solvable, but we need to think differently.
Taking a new, more effective, approach
Many people who teach content marketing fixate on cheap “hacks” and “tricks” designed to be shortcuts or workarounds for delivering powerful content for your audience. You have probably seen the Internet, YouTube, and other places littered with bold promises about their “secrets to achieve _____ with content”.
Here’s the deal: these hacks may deliver short-term results, but they simply don’t scale.
I am a firm believer in Seth Godin‘s philosophy that when we are of service to others, great things happen to us. If we don’t build a firm foundation of delivering content that empowers our audience and builds a relationship with them, then these “hacks” and “tricks” are like putting lipstick on a pig.
This is the backbone of how I approach teaching delivering amazing content.
Fundamentally, my approach is toclearly understand our audience and how we can solve their problems, deliver amazing value that makes their life better, grow a relationship and build trust with them, and do all of this not just efficiently, but creatively too.
This isn’t about hacks and shortcuts…it is about building real value and real relationships. This won’t just get you better results but it will build lasting loyalty and respect in your audience.
To give you an example of this, you like me are probably sick of getting junk email sent to our inboxes.
Traditional marketers often take the same tired approach: beautiful emails designed to get you to click and go to your website.
When I started experimenting with email marketing I asked myself, what do I like to read?
The answer was simple: high quality content that is relevant to my interests, thoughtfully delivered, solving real-world problems, sent from real people, and written like a human being, not a boring corporate drone.
No spam. No constant selling. No pretending. No bullshit.
So, I put together a collection of emails carefully designed for my target audiences and in my stages of experimenting with email marketing, instead of the industry average 23% open rate and 3% click rate I saw a very different picture. Here is a screenshot from a few months in:
I am not sharing these numbers to be braggadocious, but merely to demonstrate that when you focus on being clear in who your audience is and being of service to them (just like Seth Godin suggests), you can get remarkable results. We should apply the same philosophy across all our content mediums.
The Complete Content Course
Sadly, there are too many marketing “gurus” who focus on sensational claims of success, usually underpinned by a collection of these “hacks” and “tricks”. Frankly, it is often bullshit.
This is why I wanted to create something different. To focus these key principles of not just how I believe content should be done well but principles and approaches. I have seen work.
….and this is when I started to build the Complete Content Course.
The Complete Content Course is a comprehensive on-demand online training course that takes you, step-by-step, through the complete process of building a productive, efficient content strategy that will captivate your audience and their attention.
It is carefully designed to help a range of people, including, but not limited to:
The course guides you through how to create a complete content strategy, tuned to your goals. This is delivered by high-definition video training lessons that build on each other with accompanying worksheets, cheatsheets, templates, and quizzes to build a content strategy as you work through the course.
Whether you are delivering content to build a personal brand or building a global content program around a multinational business, the Complete Content Course is packed with practical guidance to help you succeed.
Deliver More Engaging Content
Learn how to design content for your audience so they want to come back to the well for more insight and ideas.
Be More Productive (and Consistent)
Discover how to design a content that enables you to deliver a consistent drip feed of content, tuned to your time, goals, and resources.
Make Your Content Go Further
Learn how to squeeze more value out of the content you create to get more views, subscribers, and audience members.
Connect More Closely
Content is important, but what really matters is tone and engagement. Learn how to build a real, lasting relationship with your audience.
Avoid Wasting Time and Money
Avoid the mistake of being everywhere at once. Learn how to focus and prioritize on the most important goals.
Measure, Learn, and Grow
Discover what to measure, for which mediums, and how to learn from your results to optimize, refine, and grow your content and audiences.
The course guides you step-by-step to create a content strategy tuned to you:
1. Crisply Define Your Audiences
You can’t create amazing content unless you can serve your audience amazing value that solves their problems and roadblocks.
Discover the included worksheets and learn how to create your Major and Minor audiences, build them into crisp personas, and ensure you are always creating content that has an impact.
2. Choose Your Content Mediums
Too many people try to be “on all the things all of the time”. This is a mistake.
Learn the real-world benefits and disadvantages of the most popular content mediums, including Blogging, YouTube, Podcasting, Webinars, Email Marketing, and more. Then, we will choose which ones are right for you.
3. Create Your Editorial Calendar
A regular drip-feed of content is what builds a powerful relationship with your audience and keeps them coming back for more.
Learn how to create the right content schedule for you and how to manage your content strategy with a simple but powerful editorial calendar, including templates and hands-on examples to pull it all together.
4. Create an Efficient Content Workflow
Too many people waste time in converting their ideas into reality.
For your chosen content mediums, learn how to create a simple, efficient, and flexible workflow that is tuned to you and your goals. We create this workflow via a series of tasks and worksheets to ensure it is as clear and efficient as possible.
5. Brainstorm Ideas & Find Content Creators
So much content is interesting to the creator, but not the audience. Avoid making these mistakes and instead zone in on the good stuff.
Learn my structured brainstorming workflow for how you can not just bring your best ideas to the surface, but also how you can find and reward people to turn these ideas into reality (and make it as simple as possible for them.)
6. Create Powerful Content That Builds Audiences
Avoid your best content ideas being delivered with clunky, wordy, execution.
Learn key industry best practices across Blogging, YouTube, Podcasting, Social Media, Webinars, Email Marketing, and more. Also, go deeper with hands-on examples, demos, and cheat sheets to always keep you focused and fresh.
7. Promote Your Content and Grow an Audience
Don’t make the mistake of investing in content and then no-one seeing it. Otherwise, what’s the point?
Learn essential best practices, recommendations, and practical examples for how to promote your content in three key areas: (1) Audience Promotion, (2) Organic Promotion, and (3) Paid Promotion.
8. Reamplify and Repurpose
Optimize the lifespan and value of your content to get more out of it.
Discover two critical approaches for getting the most value out of your content. Firstly, how to reamplify your content multiple times to attract new audiences and increase performance. Secondly, how to repurpose your content and use it in other mediums such as email, audience nurture, and more.
9. Measure Effectively & Improve
Avoid the rat race of measuring everything and learning nothing.
Discover my STEER methodology of how to measure not just how many people click on your content, but your audience engagement, how effective your content program is, and more. This is essential not just to optimize your content but to grow your skills and expertise.
Now, to be clear, the Complete Content Course isn’t like binge-watching a show on Netflix where you sit back with a bag of chips and passively watch content. That doesn’t help anyone.
The course is designed and structured to build your content strategy as you work through the course. This is achieved via a series of special tasks and exercises and a collection of companion worksheets, cheatsheets, templates, and quizzes.
These different components in the course work together in unison to not just build your content strategy, but to also develop your skills and how to “content hack” and learn from other content creators and put what you learn into action.
What’s more, as you create your content strategy with the tasks and worksheets and make key decisions, you can pick and choose which parts of the course you want to learn that apply to you.
This means that I can provide a lot of content in the course, but you don’t need to watch every minute to be successful – you just watch the material that you need to achieve your goals.
In theI recommend you select two content mediums to proceed with. If, for example, you choose YouTube, you can then watch the lesson, but don’t need to watch the lesson if you prefer not to.
Later in the course you could then also watch theand lessons (and ignore similar lessons for the other content mediums.
Curious about the course curriculum? Take a look:
Our Approach To Content
Five Key Goals – Cheatsheet
Five Key Mistakes – Cheatsheet
Choosing Mediums and Platforms
Choosing Your Audiences
Major and Minor Audiences Worksheet
Audience Persona Worksheet
Defining Audiences Quiz
Content Medium Configuration and Optimization
Setting Up a Blog
Blog Setup Quiz
Setting Up YouTube
YouTube Setup Quiz
Setting Up a Podcast
Podcast Setup Quiz
Setting Up Social Media
Social Media Setup Quiz
Setting Up Webinars
Webinar Setup Quiz
Setting Up Email
Email Setup Quiz
Creating Your Content Workflow
Creating Your Editorial Schedule and Workflow
Hands On: Editorial Calendar
Editorial Calendar Templates
Brainstorming and Selecting Content Ideas
Finding and Rewarding Content Creators
Hiring Content Creators
Content Creator Candidates Worksheet
Content Creator Persona Worksheet
Designing Your Content Workflow
Hands On: Content Workflow Examples
Content Workflow Worksheet
Creating and Promoting Your Content
Blog Content Best Practices
Hands On: Creating Blog Posts
Blog Best Best Practices Cheatsheet
YouTube Best Practices
Hands On: Creating YouTube Videos
YouTube Best Practices Cheatsheet
Social Media Best Practices
Hands On: Creating Social Media Content
Social Media Best Practices Cheatsheet
Webinar Best Practices
Hands On: Creating Webinars
Webinar Best Practices Cheatsheet
Email Content Best Practices
Hands On: Creating Emails and Content
Email Content Best Practices Cheatsheet
Promoting Your Content
Measuring How Effective Your Content Is
Recommended Content Metrics
Content Reporting Template
Repurposing and Reamplifying
That’s a Wrap!
This is by far the most comprehensive course available on the market.
A comprehensive package
I care deeply about building the highest quality training courses available. This isn’t a few videos knocked together with my iPhone and uploaded to the Internet. This is a comprehensive, practical package where you can put what you learn into action today.
The course includes:
Lessons With Industry Leading Guidance
Hours Of High Definition Video Training
Include Worksheets, Cheat Sheets, and Templates
Interactive Quizzes to Seal in What You Learn
Again, while this may seem like a lot of content, the course is designed so you can pick and choose which lessons to join based on how your content strategy evolves.
While you are welcome to watch all 12 hours of content if you want to, you can instead focus on just the lessons that matter most to you.
Jam packed with resources
Templates & Guides
The course is packed with additional material and templates to further guide your content journey.
Seal in your learning with interactive quizzes that cover the different topics featured in the course.
Downloadable, printable cheatsheets help to keep key principles and best practices front of mind.
When you complete the course, you get a downloadable certificate to share on LinkedIn, social media, and beyond.
A simple, accessible, training platform on your terms
Easy Access, Anywhere
No need to worry about complicated downloads. Access the course within your browser on all your devices.
Remembers Your Progress
The course remembers where you left off in your last session so you can easily start where you left off each time.
Everything In One Place
All your lessons, worksheets, cheatsheets, templates, and more are available in one place, ready to go.
Always Available, 24/7
Dip into the course whenever works for you. Before you start work? Late at night when the kids are in bed? No problem.
Is it worth it?
It is a good question. You want to make an investment in your content, but is this the right one?
Well, I am a firm believer in value.
When you purchase something you should get at least that level of value out of the product you are buying, and ideally far more. I am confident that the Complete Content Course offers significant value compared to the investment you make.
Firstly, if we just look at the amount of content, guidance, and material included, this is a steal. Much of the material included in the course is what I cover with my clients 1-on-1. If I was to deliver this content 1-on-1 it would be over $6000, and this doesn’t include the preparation time and creating the materials, worksheets, quizzes, and more. The current price for the course is less than an hour of my 1-on-1 consulting fee.
Secondly, and more importantly, your investment in the course is going to save you time. Instead of spending months experimenting and getting sub-optimal results, the course can help give you a head start. When you factor in your time, your colleagues’ time, time spent with any contractors, it easily racks up into the thousands each month.
Thirdly, and most importantly, the course is going to help you build a real, genuine relationship with your audience. Instead of serving them boring, mundane content, you will be able to deliver amazing value to them (we all want value!) that will keep them coming back. This can result in leads, sales, referrals, brand support, community growth, and much more. There is no dollar amount on this kind of value – it is priceless.
Now, I do want to be clear about something though: this is going to require work on your part. No course will ever buy you a free pass to your dream outcome. If you are willing to make time to absorb the content, follow the tasks and worksheets, and practice, I know this course will offer you enormous value.
Fourthly, I only want happy students. If you purchase the course and you don’t like it, I offer a 60-day money back guarantee. Simple as that. I am not in the business of pissed-off customers.
Finally, I am a firm believer in giving back. 10% of all profits from my on-demand training courses go to Direct Relief. They are a nongovernmental, nonsectarian, and not-for-profit humanitarian organization active across the world with a mission to improve the health and lives of people affected by poverty or emergencies. They are very highly rated on Charity Navigator (4/4) and very efficient with donations.
So, what do you think? Want to get started?
Secure Checkout · 60 Day Money Back Guarantee · 10% of all profits go to DirectRelief
Can’t afford to pay for the course and in an underrepresented group? Email me.
What payment types do you accept?
You can purchase the course with all major credit cards (including Visa, Mastercard, American Express).
You can also purchase with PayPal.
How long do I have access to the course for?
There is no expiration date for access to the course. You can access the course whenever you like.
What software do I need to use the course?
No software is required. Everything works within your browser on desktop, tablet, and mobile.
How does your refund policy work?
It is very simple.
If you are unhappy for any reason in the first 60 days of your purchase, I will provide you with a full refund. No questions asked.
How can I provide access to my colleagues to the course?
Each purchase of The Complete Content Course provides access for a single seat.
If you want to provide access to your colleagues, I offer bulk discounts. Please just drop me an email to discuss this further.
How long does it take to complete the course?
It depends on how quickly you proceed through the course. Some students have completed the course in just a few days. Some have taken a few weeks. The good news is that you can proceed at your own pace.
As a general rule of thumb, I recommend you spent at least 30 minutes a day with the course – this will then provide a consistent way to work through it.
Which devices can I use the course on?
The course is available in any web browser and you can access it via your desktop/laptop computer or via your phone or tablet.
What format are the worksheets, cheatsheets, and templates in?
All the worksheeta and cheatsheets are available in PDF format. Free PDF readers are available to view and print these files.
Additional templates are available in Excel, OpenDocument, and Apple Numbers formats.
When can I access and use the course?
The course is available 24 hours a day, 7 days a week. You are welcome to access it whenever you are ready to dig in.
How do I receive my digital course completion certificate?
When you have completed all the lessons in the course you will recieve your digital course completion certificate. This will be available for you to download as well as share with others.