Creating a Content Flywheel: Brand Publishing Masterclass

People have grown wary of ads and pushy sales tactics. To rise above the noise, you need to offer your audience real value in the form of content they will love (and share the heck out of!). We created this course to show you how to launch your own brand publication that will build brand loyalty and establish your business as a thought leader.

$499.00

On-Demand Video Lessons

Self-paced, on-demand learning. Go at your own pace and pick it back up anytime, from anywhere. You buy this course and own it forever.

Hands-On Activities

Every course comes with a downloadable workbook where you can do hands-on exercises as you listen and learn. The workbook also doubles as your guide.

Multiple Digital Resources

These courses come with serious resources: cheat sheets, guides, templates, checklists, exercises, additional questions, and more!

Proven Techniques

Every single lesson packed into these courses comes from stress-tested environments. This isn't theory, baby! The techniques are proven.

Creating a Content Flywheel: Brand Publishing Masterclass

Course Description:

Today’s customer rejects ads — but they consume and share content like crazy.

That’s why the most creative, forward-thinking brands are moving beyond traditional marketing and are becoming publishers in their own right. If your paid display and social efforts aren’t cutting it, you may want to consider launching your own brand publication. But where to start?

Whether you’re new to the digital publishing world or fancy yourself a content connoisseur, this course will show you how to launch and execute a winning brand publishing strategy from start to finish.

Brand publishing is a long-term tactic that — unlike ads — will deliver aggregate value for your business over time. It can be an incredibly effective strategy that offers to compound returns on your investment (if done right!).

You’ll find out what it takes to successfully launch and run a brand publication. We’ll start by identifying your goals and mission and show you case studies and examples of engaging, useful content that resonates. You’ll learn how to come up with relevant and fresh article ideas, plan out your content calendar, and set up an efficient workback schedule. You’ll also get a breakdown of premium tools, resources, and templates you need to set yourself up for success.

Your Instructor:

Stefani Forster

Stefani is a creative leader, problem solver, and copywriter extraordinaire, but if anyone asks, she's a content strategist who loves to tell stories. Before joining Truly, Stefani served as an editor and content strategist at Corus Entertainment, Hello! Canada magazine and The Huffington Post Canada.

Take a sneak peek inside:

Lesson 1: What is Brand Publishing?
What is brand publishing?
What isn’t brand publishing?
Benefits of brand publishing
Best practices

Lesson 2: Setting your editorial voice and mission
Finding your content “sweet spot”
Determining your value proposition
Articulating your purpose
Mission statement
Goal setting
Other considerations

Lesson 3: Finding Your Voice + POV
Why is voice important?
The 4 dimensions of voice
Finding your persona
What’s your point of view?

Lesson 4: Editorial focus + planning
What makes content contagious? (STEPPS)
Types of content
Coming up with article ideas
Planning ideas around a theme or events
Choosing and naming categories

Lesson 5: Setting up a newsroom + publishing process
Explaining the editorial calendar
Setting up an editorial process
Assigning and handling writers
Resourcing: Who you need on the team and how much $/time it will take
Creating your workback schedule

Lesson 6: Writing style + editing tricks
Headlines
Language
Visuals
Structure
Links + SEO

Lesson 7: Tools + guidelines
Why you need the right tools
The best free content development tools
Going premium? Here are some other great tools you can invest in
Creating a style guide

When you purchase this course, you’ll also receive a whole bunch of extras that you can use to implement the lessons. Here is a list of some of the digital resources you’ll get in your Brand Publishing Workbook:

Setting SMART goals
Crafting your Brand’s Voice
Defining your Brand’s Character
Laying out your Values and POV
Applying STEPPS
Sample briefs
Templates
Calendars
Cheatsheets
And more!

This course is perfect for you if:

Traditional ads aren’t giving you ROI
You can’t advertise on traditional platforms (hi cannabis!)
You’re a creative brand with a story to tell

When you’ve completed this course, you will be able to:

Articulate your mission statement (why are you launching this brand publication?) and set some goals
Come up with engaging, relevant article ideas
Craft headlines that will get shared
Plan out your editorial calendar from start to finish
Create an efficient workback schedule so your “newsroom” runs like a well-oiled machine