Core Modules Taught by Robert Rose
PROLOGUE – THE INTRODUCTION TO CMI UNIVERSITY
The program is a culmination of more than a decade of research work, personal experiences in deploying both successful and failed, quite honestly, content driven marketing strategies for businesses of all sizes. Companies who have purposely devised a differentiating content marketing strategy have designed, implemented, and measured a content marketing approach based on learning best practices. They have built brand and marketing programs around the idea of developing valuable content and operating like a media company, helping them to diversify their ability to consistently reach their consumers.
MODULE 1 – CONTENT MARKETING STRATEGY INTRODUCTION
Modern marketing is reaching, moving, and building audiences to drive profitable action. It is infused into our overall marketing strategy. Search was the second big shift that moved us into thinking how we might use search to filter out and deliver the content we need. Audiences now consume not just buying journeys, but all kinds of journeys. Content marketing is a process, a set of activities that gets infused into our marketing activities that creates value to attract, acquire, and grow our customer base.
Elective Modules
Need your content to convince people? Then you need to know what cognitive scientists know. Every day they uncover new information that confirms people don’t usually think about what they do. Instead, they conserve mental energy and react automatically — relying on hard-wired decision defaults that influence everything from what they read … to whom they trust … to when they buy. If you want your content to persuade people, you need to know the words, phrases, and frames that trigger these decision defaults. And you want easy ways to use them. In this example-jammed session, you’ll discover the decision-making shortcuts all humans have, and how you can harness them to become a more effective, more persuasive content marketer. Don’t risk your content being ignored, overlooked, or forgotten. Gain your competitive advantage by writing to hack people’s brains.
- How to automatically increase the persuasive power of your content
- Why increasing sales requires concrete vs. abstract words
- How to harness the surprising effect of homophones on the human brain
- What one word that gets people nodding “yes” right away
- How to make prices seem small and value look large
It’s that first moment when your ideal prospect realizes they need help. They’re ready to start looking. This is the “zero moment of truth.” How to attract them, build their trust and gently guide them to that final thank you page.
Our goal is to attract a steady stream of qualified visitors who need our help. Our goal is marketing qualified leads everyday. After attending this session, you’ll know how to:
- How to align keywords (and search intent) with the sitemap
- The one SEO mega-trend that no marketer can easily escape
- A breakdown of page layouts and UX elements
- How content formats support stages of consideration
- A framework for high-converting web content based on 1000+ website redesigns
There are a hundred little factors in lead generation. But some are far more important than others. Each attendee will leave this session with new perspectives and actionable takeaways for a stronger funnel.
- How to align keywords (and search intent) with the sitemap
- The one SEO mega-trend that no marketer can easily escape
- A breakdown of page layouts and UX elements
- How content formats support stages of consideration
- A framework for high-converting web content based on 1000+ website redesigns