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In this course we explore the basic elements of how to make your marketing messages resonate with your target audience. We start by helping you define your audience and understand their desired state. By using this customer-centric strategy, we’ll discover which platforms your audience spends the most time on and what content attracts their attention.

Once you have the audience and platforms in place, you can focus on crafting your powerful marketing message using emotional storytelling combined with fact-based proof points. This simple formula of content creation can be used over and over again with almost all your marketing messages.

Learning Objectives

  • Explore ways on how to define your target audience
  • Identify their desired state vs. current state
  • Discover which social media platforms they frequent
  • Explore the formula of creating compelling content
Last updated/reviewed: September 19, 2017

5 Reviews (11 ratings)Reviews

5
Member's Profile
Great course for B2B marketers. Storytelling is very important in developing an emotional connection with customers, and this course clearly lays out basic principles to determine what stories will resonate, how to tell them effectively, and in what media to communicate them.
4
Member's Profile
Good job logically laying this out. The use of video to demonstrate the technique was excellent. The instructor would be easier to listen to if he didn't end every sentance with "right?"
4
Member's Profile
Good overview and a different perspective that supports other marketing videos that I have watched on Illumeo
4
Member's Profile
very good approach
5
Anonymous Author
Fun slides

Prerequisites

Course Complexity: Foundational

No Advanced Preparation or Prerequisites are needed for this course. 

Education Provider Information

Company:
Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact:
For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Course Syllabus
INTRODUCTION and OVERVIEW
  3:24Introduction to How to Create Compelling Content that will Make your Marketing Messages Memorable
Creating Compelling Content
  10:043 Part Plan
  7:52Understand Audience's Problem and Motivation to Solve it
  14:10Know Where Audience Spends the most Time and Attention
  9:26Use Storytelling Techniques
  7:21The Breakdown and Insights
CONCLUSION
  2:54Course Conclusion
Continuous Play
  55:11How to Create Compelling Content
SUPPORTING MATERIALS
  PDFSlides: How to Create Compelling Content
  PDFHow to Create Compelling Content Glossary/Index
REVIEW and TEST
  quizREVIEW QUESTIONS
 examFINAL EXAM