How to Make Your Content Irresistible

As marketers, you know content is critical when it comes to driving awareness, consideration, and qualified leads, but when competition is high, how do you make sure your message is the message that not only stands out - but is built to last? How do you make sure it’s *also* flexible enough to appeal to your varied audiences? The good news is the answer lies in a content-building structure that can be easily duplicated time and time again. If you’re looking for answers to these questions, join this highly interactive workshop to learn not just the “how” of creating, but the “why,” as well. As we work together through a content-building workbook, you’ll learn a step-by-step process for finding and using the building blocks of content that rocks for *your *company or brand.

We’ll cover four key areas to test your content against, including:

• Relevance: How to identify the question your audience wants an answer to
• Resilience: How to make sure your message builds the best case for your idea
• Remarkableness: How to determine one aspect of your message that is unique to you
• Repeatability: How to summarize your message in a simple sentence so it’s strong enough to stick in the mind of your audience

After this workshop, you’ll be able to:

• Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
• Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
• Develop outlines for content anywhere from 100 to 10,000+ words
• Explore and adopt the four Message Mindsets to add variety and interest to your content

This session is for marketers and content creators:

• Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
• Fluent in the company’s overall brand, vision, values, and mission
• Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients