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Welcome to Authority Webinars

Need help creating more content consistently? Building a content strategy that converts prospects to customers? Discovering how to run your business more efficiently? Then you'll find your answers in these in-depth video seminars taught by authorities in content marketing, conversion, small business, and so much more.

Which works better: Launches or evergreen offers?

Sonia Simone and Chris Garrett

There are (roughly) two ways to sell a product or service. You can use launches, where you “bunch up” the demand and make your offer to an audience as an event. Or you can go evergreen, and have your offering available all the time.

This session is a continuation of our mini course on copywriting and conversion.

Chris Garrett and Sonia Simone talk about the differences between the two models … and the similarities. They cover:

  • The pros and cons of launches
  • The problem with evergreen
  • The components of a “minimum viable launch”
  • The copywriting ingredient that makes launches work
  • The other copywriting ingredient that makes launches work

Visit the forum thread for this session.

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Q&A on Crafting Strategic Content for Digital Products and Services

Brian Clark and Sonia Simone

In this Q&A, Brian Clark and Sonia Simone were on hand to help you with any questions you had about crafting strategic content for digital products and services.

Visit the forum thread for this session.

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Step Five: How

Brian Clark

Today, Brian talks about the specifics of how you communicate with your prospects.

In this lesson, Brian covers:

  • Why your Who is so important when you're thinking about How to communicate with them
  • What a controversial political figure demonstrates about connecting with a specific audience
  • Choosing references, stories, and analogies that speak to your specific Who
  • Using keyword research to understand the terminology that best resonates with your audience
  • Weaving your research and insights together into a story

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Step Three and Four: What and When

Brian Clark

Today's lesson weaves two steps together: What and When.

That's because they're inherently intertwined -- but Brian unpacks each of them separately so you have a really clear understanding.

Today, Brian talks about:

  • The timeless story structure that helps you create powerful content
  • The crucial single point to remember, no matter what kind of content story you're telling
  • Understanding the cornerstone of your "What"
  • How to use the work you've done with "Who" to map out your customer's experience path
  • Why "the most effective form of motivation is progress" (and what to do with that)
  • The elements of influential content (and why at least half of them are already baked in for you)

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Step One: Why

Knowing your "Why" is always the first step in crafting a solid content marketing strategy.

In this session, Brian talks about:

  • How to avoid getting stuck on tactics that don't serve your real goals
  • The most powerful way to create a "winning difference" for your product or service
  • 3 questions that will drive you to a compelling Why for your audience

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Step Two: Who

"Who is really the center of everything." - Brian Clark

No business can survive without a deep understanding of who they serve. And it's even more important for a modern digital business, with all of the personalization and targeted marketing that modern technology allows us.

In this lesson, Brian Clark will cover:

  • Personifying the prospect
  • The audience archetype
  • Identifying and documenting your core values
  • Why you are not your audience (and why that's important)
  • Using empathy mapping to create a richer view of your "Who"
  • Crafting your archetype

Remember: This is a process-driven course, so the homework is a vital component! Be sure to download and complete the worksheet and empathy map from the links provided, so you can get the full benefit of the lesson.

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The Power of a Documented Strategy

Brian Clark

In this session, Brian talks about three key overall elements of an effective content strategy. He also touches on the five-step process you’ll use to build your content strategy, no matter what kind of business or topic you’re in.

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Introductory for Crafting Strategic Content for Digital Products and Services

Brian Clark

In this session, Brian kicks off with an introductory session on mindset and how to think about your content strategy.

He talks about:

  • Why relying on data alone won’t lead you to an effective content strategy
  • The surprising marketing lesson from “Groundhog Day”
  • Why content isn’t “king” at all (and what is)

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Connect the Dots for Content that Works (Part Two)

Sonia Simone

This week, we continued our conversation about how individual elements connect into a productive content strategy.

We talked about:

  • How to put together your first product or offer
  • Social media as an audience amplifier
  • Optimizing for search, traffic, and conversion
  • Keeping your momentum and growing your site

Visit the forum thread for this session.

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Connect the Dots for Content that Works (Part One)

Sonia Simone

In this session, Sonia will help you understand the crucial elements of content strategy and show you how the major pieces fit together. She talks about:

  • The seven crucial elements to successfully market your business with content
  • Identifying and filling any gaps that might be holding you back
  • Crafting the “content constellation” that helps your audience understand what to do next
  • How to continually optimize what you’re doing to boost your results
  • Some thoughts on new tools for key audience touchpoints

Visit the forum thread for this session.

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