Content Theory
Master the fundamental elements of effective content.
In 5 days.
Content Theory is a cohort-based training program that explores a set of rules you can use to create, analyze, and interpret high-performing content programs that build durable, repeatable strategies that stand out wherever they show up.
Unlike other content-centered courses, only Content Theory teaches you the science, philosophy, and psychology behind category-dominating content programs – so you can do the same for your company.
Nov 11-15, 2024 | seats are limited
Who is Content Theory for?
Are you unsure of how to approach audience research—or what it really even is?
Do you struggle to get approval on strategies that are outside leadership’s limited view of content?
Does the content you’re producing feel irrelevant, disconnected, or ineffective?
Content Theory is an actionable approach and proven framework that gives content professionals and non-marketing c-suite leaders a durable, repeatable process they can follow to build content programs that are creatively fulfilling, effectively distributed, and distinctly algorithm-proof.
——- The SITUATION
Most content marketers are stuck “playing content”
Leadership thinks content marketing means following an outdated playbook. They underestimate the value of a well constructed content program and see the medium—the podcast, blog, or social media account—as the strategy.
This prevents content programs and marketers from ever reaching their potential.
Many marketers are too afraid to present ‘big swing’ ideas because if they don’t pan out, AI will take their job.
Without a clear way to prove ROI, marketing is treated more like the arts and craft department than a necessary business function.
Content Theory solves this problem by giving you an approach to create durable, distinct, and differentiated content programs.
Content marketers struggle to get budget and buy-in for 3 key reasons:
Underwhelming ideas
- They struggle to identify gaps in the market.
- They’re unsure of how to “read between the lines” to identify what the audience wants and what they really need.
- If they’re doing research at all, they fail to use it to develop feasible and undeniably effective premises.
Flawed execution
- They don’t deeply understand the science and motivation behind why a reader, viewer, or listener would want to tune in.
- They haven’t learned the “language”—substance, style, and structure—of what makes compelling content visitors share, save, and binge.
Poor communication
- When it comes to presenting content strategies, they don’t communicate like a confident leader.
- They don’t package and communicate their marketing ideas in a way that speaks to and aligns with leadership’s goals, motivations, or priorities.
The bottom line: Without a proven approach and content framework in place, companies sink tens (or hundreds) of thousands of dollars into ineffective, uninspired, unguided content programs that don’t pay off. Because the ROI isn’t visible, they have no motivation to invest the necessary resources into developing an accurate attribution model, better content, and more creatively fulfilling ideas.
——- The SOLUTION
Content Theory solves these problems ↑
for content marketers, managers, and executive leaders.
The Content Theory cohort-based course gives you the tools necessary to communicate your ideas, get buy in, and execute at the highest level—with the confidence that the strategy you set into motion will precisely achieve the goal you set out to reach.
Join Content Theory now to:
- Learn what it takes to develop algorithm-proof content
- Build an effective distribution network that gets your content seen
- Create durable strategies you can run again and again
- Generate content that stands out wherever it shows up and encourages downstream sharing
- Create better alignment between employees, teams, vendors, and partners—so you spend less time stuck on, “I like what you’re saying, but…”
——- How it WORKS
Here’s how Content Theory works:
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.
——- What you GET
An actionable, research-based approach to creating resonate content at scale.
Through jam-packed interactive group lessons, live Q&A sessions, and personalized feedback, you’ll walk away with systems and frameworks you can activate immediately to develop algorithm-proof content programs.
You’ll also get lifetime access to your course, including:
- Live session recordings so you can replay and share with your team.
- Comprehensive guided lessons you can reference again and again.
- Tailored applicational projects to lock in your learning.
To keep our conversations valuable and collaborative, I’m capping this cohort at just 25 attendees. Once those spots are filled, registration will close and the waitlist will open.
By the way, if you attend the first day of the course and decide Content Theory isn’t for you, you can request a full refund. (FWIW, no one has 😉).
Join the cohort now to gain access to over $10,600 in bonus content, including:
Bonus Content Theory Session 6 ($1,000 value)
- A live cohort-based review session two weeks after the course to lock in learning and enhance application.
Ongoing access to the exclusive Content Theory community ($300 value)
- A collaborative group of content experts and leaders creating truly transformational content programs.
Early access to future projects, cohorts, workshops, and resources ($5,000 value)
- Be the first to join The Content Studio’s next offering with exclusive early access and past attendee discounts.
Two private one-on-one sessions ($3,000 value)
- Tailor Content Theory to your company and content program with up to two 30-minute private sessions where we can discuss your plan, challenges, strategy, team, and more.
The SEO Content Myth workshop ($100 value)
- Gain unlimited access to the advanced workshop, including session recordings and course materials.
The Content Studio content program workbooks ($1,200 value)
What previous students are saying:
——- Join the COHORT
Build the content program everyone wants to copy.
In 5 strategy-packed days.
Bonus Content Theory Session 6 ($1,000 value)
- A live cohort-based review session two weeks after the course to lock in learning and enhance application.
Ongoing access to the exclusive Content Theory community ($300 value)
- A collaborative group of content experts and leaders creating truly transformational content programs.
Early access to future projects, cohorts, workshops, and resources ($5,000 value)
- Be the first to join The Content Studio’s next offering with exclusive early access and past attendee discounts.
Two private one-on-one sessions ($3,000 value)
- Tailor Content Theory to your company and content program with up to two 30-minute private sessions where we can discuss your plan, challenges, strategy, team, and more.
The SEO Content Myth workshop ($100 value)
- Gain unlimited access to the advanced workshop, including session recordings and course materials.
The Content Studio content program workbooks ($1,200 value)