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CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

One easy-to-make mistake is to ask survey questions that result in boring insights. This lesson provides a general overview of making your research more meaningful and offers specific exercises like key dimensions, potential headlines, and inventory vs. story statistics.

CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

This lesson focuses on drafting your initial survey questions using the typical survey outline to uncover the story you want to tell. You'll see a lot of examples of questions you can ask.

CONTENT TYPE: Master Class Lesson | TOPIC: None

A deep dive into how one report was repurposed in multiple ways by MarketingProfs to educate as well as grow brand recognition.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

You know the little preview you see before you open an email? That's the preheader. Discover how to write strong preheader copy to draw your reader into your marketing message.

CONTENT TYPE: Master Class Lesson | TOPIC: Email Marketing

People make subconscious judgments within moments of seeing your email. Learn how to make a great first impression with your email marketing.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Understanding what storytelling really is—a journey for the audience—and how to use your stories to connect with your community and buyers.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

To influence buyers with stories, you have to connect with their hearts and their heads—and know when to do each.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Discover these different story types and how to use them in your marketing.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Why you shouldn't don't dismiss short-form content and how to increase the stickiness of visual storytelling.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Increase your story's impact by using the right channel, the right context, and the right format at the right time.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Enjoy greater success with your stories by engaging with your community.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

On the spot for a story? Use the 6 Ps Framework to be prepared for a timely response.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Let's face it: your newsletter is probably completely pants. (That's British for "rubbish.") A good newsletter—one that builds an ingroup and makes readers feel part of something valuable and important—is a fantastic long-term nurture tool. Learn how to make yours better by combining some fundamental dos and don'ts with a little bit of behavioral science. (This lesson includes a worksheet listed under "Supplementary Resources.")

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

For more than a decade, marketers have thrown around the term "data-driven." But what does that even mean? It's not just being a report monkey, nor is it simply iterating specific tactics based on last month's lag indicators. Kenda Macdonald breaks it all down in this quick and dirty lesson.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Data, data, everywhere, but which metrics measure? From click-through rates to monetary return, discover which you should prioritize. Learn marketers' most common mistakes, what you should do instead, and the metrics that matter. (This lesson includes a worksheet listed under "Supplementary Resources.")

CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

ROI is not the only way to measure. In this lesson, you'll learn about the revenue challenges that impact business in a positive way are so you can educate management on how they contribute to the financial success of your organization.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.

CONTENT TYPE: Master Class Lesson | TOPIC: Demand Generation

Demand generation marketers are accountable for the entire purchase journey, from attracting interest through conversion (and even after). In this lesson, you'll learn the three critical components needed for demand gen success—behavior, life cycle marketing, and content—and how to pull them together into a demand generation automation strategy designed to achieve your goals.