Welcome to Authority Webinars

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

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)

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

"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.

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.

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)