Creative Content Marketing Strategy
To raise your visibility, reach & influence
Your content must be strategic and creative for it to work.
Otherwise, you risk becoming the elevator music of the internet.
Marketing is content marketing: creating and curating content that is useful, valuable and powerfully relevant, to magnetise your perfect-fit people to your business. In 2022, if you’re not doing content marketing, you’re advertising. And even social media ads rely on the same principles – otherwise they’re wholly ineffective.
People expect more information from businesses than ever before. Especially if you’re selling professional services, you’re selling promises. Your prospective clients may stalk you online for many months (or years) before they inquire to work with you.
Your content marketing illustrates your expertise, demonstrates how you’re different, showcases your results, highlights your values, purpose and social mission, and reaches through screens to pluck the heart strings of strangers. It works 24/7 to educate your prospects, addressing misunderstandings and preconceptions, overcoming objections, and sell.
Join me to learn the key principles of content marketing and how to apply them to your business. Together, we’ll use research, empathy and creativity to get inside the heads of our target market, to better understanding what they’re grappling with, what they’re interested in, and what they’re looking for.
Your message must connect
Regardless of the nature of what you do, you are a media company. Content marketing today enables the business owner to create and curate useful, valuable, relevant content designed to magnetise your ideal clients to you and compel them to buy.
We are privileged to live in an age where it’s never been easier to publish your thoughts online. And the plethora of crappy information? Means more opportunities for you and me to create something remarkable. If you want to build your brand as an expert, authority or leader in your field, blogging is essential.
Learn the key principles of powerful content marketing
We look through the lens of the customer journey and harness key digital tools, to determine our key strategic messages.
Whether we’re seeking to boost our brand reach, plan a successful online course launch, increase website traffic, or grow our social media channels, powerful content marketing that serves a strategic purpose is our vehicle.
We cover video, podcasting, graphics and writing
Like all Hustle & Heart trainings, this course is highly practical, which means that opportunities to apply what you’ve just learnt are woven throughout. The course has creative messaging exercises that you can apply to video marketing, business podcasting, graphics and writing, including business blogging, guest blogging, and media pitching.
We also address which mix of channels work best for your business, both strategically as well as practically. Working to your communication strengths enables your content marketing to be both easy and effective.
This Content Marketing course covers:
- A deep dive into your ideal client profile (even if you’re utterly confused about who, exactly, your ideal client is)
- Low-cost and no-cost research tools to uncover invaluable details about your ideal clients and their customer journey
- A breakdown of your particular customer journey and the requisite messaging to help people find your business, connect, and deepen the relationship
- Determining the hot topics and burning questions that your prospect clients are searching for right now so that you can answer their questions and spark inquires.
- How to fuel your creativity to help make content creation a joy, not a chore, so you can take this skill into other areas of your business, including emails and email newsletters, marketing copy and sales page writing.
- My social media freedom system to unshackle yourself from the Insta-Facebook time-space vortex.
- Establishing your professional reputation through sharing your insights, approach and opinions in a way which is engaging, relevant, useful and meaningful to clients and prospects.
- Using business blogging to sell by connecting the dots between where your prospective clients are in their journey towards purchasing, so that you can ask for the sale without coming across like a singer jumping out of a giant birthday cake (surprise!!!!).
- The secret to creating anticipation, intrigue and desire, even when you’re feeling as inspired as cold toast.
- Quick editing tips which anyone can use to turn ‘meh’ into ‘wow!’
- Headlines and hooks that make clicking (or opening) inevitable.
- An insider’s look at my actual writing process, step-by-step (no, I don’t have copious amounts of time in which to write! Far from it.)
- Building your email list through your business blogging.
- A live demonstration of publishing a blog post on WordPress, including how to source stock photography you can use (without being sued and without paying a bomb).
- How to expand your network and publicise your business, naturally and easily, through guest blogging, collaborations and public relations.
- Social media scheduling checklist to ensure your blogs are promoted, quickly and effectively, without getting sucked into the social-media-space-time-vortex.
Learn, then write.
Like all our training courses and programs, Blogging for Business is not a passive course where I talk incessantly, you take notes, and then you return to work, putting your notes to one side, where they gather dust, and nothing changes.
You’ll leave the course with almost 12 months’ of blog topics, headlines and outlines to get stuck into.
Together, we’ll work through brainstorming, writing and editing exercises.
You won’t be required to share your writing if you don’t want to. But if you enjoy creative brainstorming with your peers, there’ll be ample opportunity to bounce creative ideas around and receive specific feedback from me and other participants.
We’ll examine blog case studies, looking at how and why they work, and where you might apply some bright ideas to your business blog. You’ll learn how to identify and embrace your particular approach and put personality into your blogging (your personality, not somebody else’s).
Most importantly, you’ll have the tools and techniques to keep blogging and to enjoy the creative process. Who knows? You may even find yourself a mafia of like-minded awesome folk to help widen your business network.
“I felt like I knew Brook before I walked in the door – that’s how effective her writing and marketing is. This course gave me a head full of new and different ways to get my unique message out there. My first blog post after the course had my largest reach and response ever! I wish the day was longer.”
“Brook’s course on Blogging for Business was a really worthwhile investment of
time and money. The day was practical, fast paced and delivered lots of ideas
that I could apply immediately. I recommend it!”
“Brook’s course gave me surprisingly more insight, confidence, tips, and ideas than I could’ve thought possible in one day, especially as this was a new world to me.
There was plenty discussed about business that went beyond blogging.
Anyone – new or experienced in small business – can learn this. Get in there!”
“I gained an enormous understanding of how blogging can benefit my work. The pace moved quick enough so that we actually created a lot of work, but Brook generously supported us throughout so I didn’t feel overwhelmed. I would highly recommend this course, regardless of your level, to get the creative juices flowing!”
Common questions about Blogging for Business
“Who comes to these courses?”
Over the last five years that I’ve run this course, we’ve had lots of participants from the health and creative sectors, including yoga and Pilates teachers, psychologists and therapists, copy writers (yes, true) and graphic designers, trainers, speakers, coaches and consultants. We also get the occasional marketing professional who’s seeking inspiration and fresh ideas. Most course attendees are either sole traders or small business owners.
“I can’t write. Is there hope for me?”
Strike “I can’t write” from your brain. I share the quickest and most effective brainstorming and writing techniques around, with plenty of opportunity to work on these exercises and put metaphorical pen to paper (most people bring their laptops). And let’s remember, we’re blogging for business, we’re not writing War and Peace. There’s a tried-and-tested formula, which can be taught. Your ideas and business strategy are the most important things.
“Will you show me how to set up a business blog?”
No, we’re assuming you already have a website and blog set up and running. However, we will be talking about the different blogging platforms so if you don’t yet have a business blog, you’ll gain invaluable insights to get started. Plus, I’ll be giving a live demonstration, publishing an original blog post on this website, which is built on the WordPress platform, during the course. You’ll see just how quick and easy it can be to find an appropriate image, publish your post, and optimise it for Google.
“Can’t I just skip blogging and focus on social media instead?”
Facebook and other social media sites have been called ‘micro blogging’ sites but, unlike social media channels, your business blog is entirely owned by you and within your control. Doing only social media marketing without blogging is highly risky. Plus, blogging helps with your social media and will make this far more focused and strategic.
“Will this course improve my writing?”
Yes indeed. Everyone writes every day. As a business owner, you write emails, social media posts, instructions, mass emails for marketing, website copy, marketing copy and so much more. This course teaches the fundamentals of what makes writing provocative so that your ideal client is compelled to action.
“I don’t have a lot of time. Will you teach me how to write quickly?”
Yessir. In the last 15 years that I’ve been working in digital communications and the last twelve years of self-employment, I’ve learnt plenty of short-cuts for how to brainstorm and write quickly. Your business blog doesn’t take any more time than what you’re currently spending on social media or answering queries from potential clients and should significantly reduce your need to respond to customer service inquiries as well as prospect calls. All my clients are small business owners so I know you don’t have a lot of time, or a large team to delegate to.
“Will I be put on the spot, forced to share my writing at the front of the room?”
No way! This is not a real life nightmare hangover from school. Nobody will be reading from the front of the room except me. However, you’ll have ample opportunity to get feedback on your writing and editing but this isn’t mandatory.
“Will you teach me how to monetise my blog?”
No. This course assumes you already have a business, with services or goods for sale. I teach how to use business blogging as a marketing technique, to build your authority, inspire trust, enhance credibility, iprove your website ranking, increase your brand visibility and, ultimately, sell more effectively. There are plenty of courses out there teaching you how to monetise your blog. This is not one of them.
“Will blogging help my search engine ranking?”
You better believe it. Strategic and smart blogging for business is a great method to increase your search engine ranking, and I’ll show you how. Not only will we explore how to find out what your prospects are already searching for, but I’ll show you how to enhance your ranking after your post is published by making it irresistible to others who want to link to it.
“I attended this course because I was a terrible blogger. My blogs would always start off like a ‘dear diary’ with an apology for not having blogged. I could read Brook’s personality in her writing and got the feeling that she would deliver the information in a way that I could enjoy, relate to and really benefit from.
The day was fantastic. Brook’s teaching pace was perfect, class participation was encouraged but I never felt like I was put on the spot so there was no anxiety. Brook’s knowledge on the topics covered was amazing and up-to-date with current trends in online marketing.
Throughout the day, Brook was put on the spot with questions specific to different people’s businesses and she’d quickly come up with a new approach to use for each scenario.
The course made me realise that I do have interesting things to write about that will intrigue my audience. Blogging is essential for a small business like mine.
The course gave me the confidence to write again – learning how to start again when you’ve a bad case of writer’s block was invaluable. I still have so much more to implement from the course but even after the first few blogs I’ve written since, I’ve had many people contact me personally and tell me they really enjoyed reading them. It’s reignited my writing passion.”
“I got so much more than I expected from this course!
Inspiration to write, to be daring, insight into exactly who I wanted to attract to my business, and contacts to help me beyond the course. This course blew my mind and has me excited about the future of my business.”
About the presenter
I’m Brook McCarthy. I’ve been blogging for clients, from large multi-nationals to small and micro businesses since 2005, and working for myself since 2008. My specialty is health and wellbeing, but I’ve also enjoyed a stint as editor of the Australian Builders’ Association magazine, and know far more about white goods than I care to admit. (See more about my writing here, or check out my business blogs here and here.)
Since 2012, I’ve run face-to-face courses on digital marketing for business owners around Australia, for those in the health and creative sectors. Course participants come away feeling inspired and empowered with the knowledge, tools and attitude to combine creativity with smart business strategy. Writing is a ripe opportunity that all businesses have, to differentiate themselves, to be creative and have fun, and use low- or no-cost tech tools such as blogging and social media, to compel inquiries, brand recognition, and sales.
- Choose your blog categories.
- 12 months worth of blog topics, sorted.
- Understand what makes a great headline and leave with a swag of these, done.
- Understand how to quickly and easily optimise your blog post for Google, with a take-home checklist.
- Understand the key elements of how to put together a multi-part blogging strategy to sell something.
- Learn how to quickly and easily structure a blog post and write a blog shell in five minutes.
- Know exactly where to go to seek inspiration and ideas.
- Get clear on your insights, approach and opinions to position yourself as an expert or leader.
- Understand how to build your email list through your business blogging.
- Our highly useful social media scheduling checklist will ensure your blogs can be promoted, quickly and effectively.