"This is the underpinning of how this industry-wide conversation needs to be." - Sarah Sher. | Director of Content - Codeless (Round 1 Student)

Tell me if this sounds familiar…

🔸 Your site is overflowing with “functional” content, but it sounds like everyone else.

🔸 You're staring at a content calendar that’s as inspiring as a blank wall.

🔸 The relentless pressure to keep your company in the spotlight is turning your hair grayer by the minute.

🔸 Your marketing budget? It's like trying to squeeze water from a stone, and yet, expectations are sky-high.

None of this is your fault.

You're running a marketing playbook that no longer works and know change is imminent, but you're unsure which way to turn and struggling to get buy-in because you're fighting against a lie about "how things work" that's been deeply embedded for years.

I've been in this industry for nearly two decades and have led teams that helped companies like Shopify Plus drive billions in revenue by blending timeless psychological principles with the tactics that work today.

This isn't just another marketing seminar. It's a turning point.

A way to actually re-engage with the work and get excited to do it again.

A way to increase return visit rates.

A way to cut the time to sale in half.

I'm hosting a week long workshop where I'll reveal the systems and frameworks I've developed over the past 19 years that built the foundation for the content programs for brands like Shopify Plus and QuickBooks.

This foundation is built to stretch and pivot with the market and latest trends, so your content never goes stale and you never leave revenue on the table.

We're talking foundations that drive millions of visitors and billions in revenue.

It's a way to go to market and acquire more customers by getting people to share more, read more, and return more, because you're producing memorable, resonate work at scale.

We’re digging deep into where to find your ideal audience, get them excited about your brand, and have influencers in your niche talking about you — without producing content for content's sake.

Here's how we'll do it:

Session 1: The 8 Layers of Market Research

You can't create a signal if you don't understand the noise. 

On Day 1 we'll walk through the 8 layer market research process which includes:

🔸 Your company

🔸 Your customers

🔸 Your competitors

🔸 Your search competitors

🔸 Industry adjacent companies

🔸 Influencers

🔸 News

🔸 Real-time pulse

This is by far the most important part and the foundation of any high-performing content marketing strategy...

...and the one most people skip.

The goal of the 8 Layer market research process is to get clarity on your company's main brand narratives, the primary archetypes your customer's personalities fall into, the messaging your competitors use to stand out, and who your strategic distribution partners might be. 

Session 2: Developing & Validating Distinct and Differentiated Ideas.

You'll learn practical methods to dissect the communication strategies competitors and allies use to attract your ideal customer. 

Are they running old playbooks? How are they pivoting their strategy and messaging to stay resonant and on trend?

This uses an ancient philosophy technique to evaluate competitor's communication strategies through 6 distinct lenses so you are crystal clear on where they are strong, where they are weak, and where there are areas of opportunity to differentiate and turn heads.  

You'll then learn how use that information to codify your own communications manifesto that'll exploit your competition's weaknesses while doubling down on your own unique strengths. 

We'll also use the information from Session 1 to lead our creative development efforts to create your own unique approach to standard formats - like ebooks and webinars - and develop premises for new IPs that strategic partners will be excited to share and competitor's can't replicate.

Finally, we'll discuss a method of validating ideas and guaranteeing distribution before ever spending a cent on production and exponentially increasing buy-in to your ideas.

Session 3: Discussion & Assignment Review

By this point, we will have covered a lot of ground and you will have completed several exercises that will have identified strategic partners, find gaps in competitor's messaging, and start your own content manifesto.

Because this is a cohort-based program, this group mastermind session is to reflect on what's been discussed with the group and learn from your peers to see what they're coming up with, how they're thinking about tackling problems.

We'll review the materials together, share experiences, and clarify as a group any concepts that have been brought forward.

Because we're bringing together people ready to create and lead change, the value of these discussions is invaluable to the future of our industry.

Session 4: How to Create Wildly Differentiated Content

We'll take the research from Days 1 & 2 and put it into action. 

We'll dive deep into behavioral psychology principles like The Self Determination Theory to understand the science of motivation so you can meet your consumer where they are and bring them to where you want to be. 

We'll apply acting philosophies, time-tested filmmaking frameworks, and screenwriting principles that'll add depth and dimension to the work that will get people wanting to read more pages, return more frequently, and ultimately cut down the time to sale. 

Session 5: Leading & Managing Change Within an Organization

This is a unique approach to content that many businesses aren't using because they're deeply entrenched in outdated playbooks.

This session is to discuss how content leaders can usher change within their's (or their client's) organization and help the content program become a more visible and respected part of the organization.

But you can only do that if you know how to build a coalition that supports the mission. We'll discuss how.