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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

Discover the overview of a successful story. Does your B2B story match?

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Every business has a story to share. Here's how to cut through the myths around storytelling so you can resonate with the right audience.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

The Storytelling Framework that helps decide what to keep—and what to cut out—to make your brand story memorable.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Where and how to find inspiration for your Micro and Macro Stories.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Seven essential points to remember when crafting your story to keep it concise and influential.

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: Branding

People are key to building a strong, authentic brand. In this lesson, you'll develop a system for developing strong relationships among your community of brand advocates—from your employees to your best customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Brands today have to be transparent in what they say and what they do. Also, as complex as our world is, simplicity is key in standing out. During this lesson, you'll learn how to audit your brand for clarity—both in terms of transparency and simplicity.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

You build your brand through everything you do, from traditional one-way touchpoints like advertising to interactive touchpoints like social media. In this lesson, you'll learn to map your brand experience—both online and off—and address any gaps you may have.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

With the seven dynamics mastered, it's time to focus on the ongoing work of brand building. During this final lesson, you'll learn to connect your day-to-day branding to important organizational concepts, like company culture and growth.

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: Demand Generation

Your CMO, CTO, and CFO all want to know: are you investing in the right automation system? Instructor Kenda Macdonald says, "which is the best marketing automation platform?" is one of the most common questions she hears, and it's not simple to answer when you have 8,000 MarTech choices. This lesson covers how to identify your needs so you can choose the platform that's best for you. (This lesson includes a worksheet listed under "Supplementary Resources.")