Get Strategic About Your
Content Plan and Brand Messaging
What you get:
20 hours of videos in 80+ handy bite-sized chunks
Work-ready templates you can put to practice today
Lifetime access to all course materials
New content drops as the course grows
Why I built this course?
While building up my marketing knowledge, I struggled to find useful resources. Most experts told you what to do, but withheld any practical advice on how to do it. This gave me fragmented knowledge that felt crumbly and hollow, like I was reciting best practices I didn’t truly understand. I constantly second-guessed decisions, changed direction, and backtracked on campaigns—which hurt both my confidence and business results.
It took me 15 years to build up a robust strategic understanding of marketing – but I want to save you some time. I built this course to help you catch up on key marketing concepts and fill any knowledge gaps, while also keeping things 100% practical. You’ll not just understand the broader logic behind the concepts, but be well-equipped to put them into practice with additional resources and step-by-step walkthroughs.
This course is perfect for you if:
You want to eliminate gaps in your marketing knowledge and add structure to your skills.
You need usable tactics, templates, and tools to put to work immediately.
You have an intermediate-level marketing understanding and want to go deeper.
You want a reliable resource library to reference when faced with new marketing challenges.
You sometimes doubt your content and messaging are working well and don’t know how to tell.
You have trouble demonstrating your marketing content brings tangible business results.
Our first 100 course members are marketers, business owners, founders, team leaders, and freelancers.
What you’ll learn
Course Syllabus
The course is split into five modules, each providing you with key concepts you can put to work straight away. Each module contains bite-sized video lessons that are easy to navigate and get back to when you need them in your practice.
Module 1: Goals and Audience Research
Set the right direction for your way to growth. Connect marketing objectives with business outcomes, create true-to-life personas that help your decision-making, and build robust audience research skills.
Module 2: Positioning and Messaging
Communicate your value proposition clearly and build up your messaging as efficiently as possible. Start by understanding what customers value and what words they use. Ensure consistency in your brand message, voice, and story.
Module 3: Conversion Copywriting
Learn how to create texts that persuade and sell and bring your prospects from point A to point Buyer. Quick-start your writing with replicable writing formulas and craft web copy tailored to your readers.
Module 4: Content Marketing Planning
Develop a content marketing plan that builds relationships with your target audience. Start with the right goals, build your content blueprint, and create signature content pieces that bring value, entice engagement and lead to action.
Module 5: Measurement and Analytics
Understand what works and what needs improvement. Create a full measurement plan for your content marketing or analyze a specific campaign. Learn how to uncover insights and present results to managers and clients.
See the Full Curriculum
Module 1: Goals and Audience Research
- Goal-setting for marketing
- Goal-setting basics
- Objectives and key results
- General marketing KPIs
- Campaign KPIs
- Persona creation
- Target audiences
- Persona types
- Persona templates overview
- Customer journey mapping
- Types of journey maps
- Journey stages and elements
- Conducting journey mapping workshops
- Audience research methods
- Research planning
- Quantitative research tools
- Qualitative research approaches
- Jobs to be Done research
Templates and tools: goal-setting plan, survey templates and question bank, Jobs to be Done research tools, persona and customer journey templates.
Module 2: Positioning and Messaging
- Positioning research
- Research goals
- Message mining
- Messaging surveys
- Conducting positioning workshops
- Messaging framework creation
- Messaging framework use cases
- Market position and alternatives
- Key brand/product messaging
- Attribute messaging variations
- Brand voice and tone
- Brand voice basics
- Voice research methods
- Documenting and enforcing your brand voice
- Brand storytelling
- The power of story
- Story plots
- The StoryBrand framework
- The Market of One framework
Templates and tools: message mining tools, positioning workshop templates, brand messaging template, storytelling frameworks, brand voice exercise worksheets, and voice chart.
Module 3: Conversion Copywriting
- Reader considerations
- Stages of awareness
- Market sophistication
- Reader types
- Copywriting formulas
- The Copy Big Five
- The 7 persuasion principles
- The SUCCESs principles
- The STEPPS principles
- Digital copywriting
- Landing page copywriting principles
- Conversion email flow planning
- Social media advertising writing
- Editing and validation
- Editing based on the 7 Copy Sweeps
- Copy validations tools and techniques
Templates and tools: reader overview sheets, copywriting formulas for headlines, emails, and social content, landing page planning worksheet, editing checklist, and copy validation workflows.
Module 4: Content Marketing Planning
- Content strategy planning
- Content marketing roles
- Editorial goal-setting
- Content auditing
- Content topic research
- Content topic planning
- Macro-content
- Macro-content characteristics
- Macro-content types
- The hub-and-spoke content model
- The Auteur content theory
- Serial content
- Micro-content
- The decentralized content model
- Content channel strategy deep dive
- Format considerations
- Creating your content blueprint
- Repurposing and distribution
- The repurposing/distribution spectrum
- Content distribution strategy
- Owned, earned, and paid distribution tactics
- The 6 methods of content repurposing
Templates and tools: content marketing blueprint, content playbook template with content channel, format, and topic selection, topic research worksheet, content formulas, repurposing checklist, and distribution workflow.
Module 5: Measurement and Analytics
- Attribution and ROI
- Understanding attribution
- Modeling content ROI
- Direct and indirect content ROI
- Types of metrics
- Audience expansion metrics
- Audience quality metrics
- Engagement metrics
- Conversion metrics
- Measuring campaigns
- Creating a campaign measurement plan
- Setting micro and macro conversions
- Understanding correlation
- Measuring marketing
- Performance vs brand metrics
- Creating a marketing dashboard
- Presenting and reporting marketing data
Templates and tools: campaign measurement pyramid, marketing dashboard templates, ROI calculator worksheet.
The course
In-Depth Training
Get a structured understanding of content and messaging.
All About Practice
No fluff. No theory. Just 100% actionable material.
Proven Frameworks
I give you only tools and techniques that have brought success to clients.
Advanced Strategies
Hands-on walkthroughs of complex ideas you won’t find in blogs or podcasts.
The platform
Lifetime Updates
Get all new content as the course grows, no extra charge.
Lifetime Access
Come back to review and reference the materials at any time.
At Your Own Pace
No need to rush. You can take the course on your own schedule.
Bonus Resources
Worksheets, templates, links – all you need to put the ideas to work.
Extend your learning further
Choose Group Training for:
Individual 1:1 meeting slots for all your questions
Detailed written or video feedback on your projects
Workshops on the hottest tactics I try and find valuable
Special guest sessions with fellow marketing experts
Your trainer
I enjoy teaching and sharing – and I love the fact that people find value in my content. A few facts have proven this:
- My blog content has amassed more than 700,000 readers over 15+ years of consistent content publishing and has been featured as a ‘Must Read’ on GrowthHackers.com.
- I’ve spoken at conferences in Germany, The Netherlands, Portugal, Italy, Greece, Romania, Bulgaria, as well as many virtual events, and I’ve been consistently rated as a top speaker by the audience.
- I’ve taught courses at accredited universities and digital academies, with more than 6,300 students attending my lectures.
I study the newest best practices and share them with you
Training is my passion – and according to others, it shows:
This was one of the most interactive and useful workshops I’ve participated in – and it also brought more clarity and focus to our brand. It raised some great discussion points that made us really think.
— HEINZ GRÜNWALD, GROWTH MARKETER, EX-KAYAK
Now, our marketing team is more self-sufficient and our brand’s online activity is stronger. This leads to a substantial increase in brand awareness and a strong community.
— ANTONIA YORDANOVA, MARKETING MANAGER AT HACKSOFT
Vassy’s information was paced out well, and it was something I could actually use, not simply “buzzwords” that one could find on a blog. She gave us insights and actionable goals.
— Participant in “the content planning workshop”, wordcamp europe
Get the course now!
- 5 modules with 80+ video lessons
- Participate in exclusive live sessions with experts
- Downloadable templates and tools
- Self-paced learning available 24/7
- New content drops
- Participate in live sessions and get the recordings to watch later
- Come to Office Hours with your questions every month
- Get individual feedback on your work
- 5 modules with 80+ video lessons
- Downloadable templates and tools
- Self-paced learning available 24/7
- New content drops
- 30-minute private onboarding call to suggest the ideal learning plan
- Two 60-minute implementation sessions to book at your convenience
- Participate in live sessions and get the recordings to watch later
- Come to Office Hours with your questions every month
- Get individual feedback on your work
- 5 modules with 80+ video lessons
- Downloadable templates and tools
- Self-paced learning available 24/7
- New content drops
Your Learning is Guaranteed
30-day money-back guarantee
You have time to check out the course and decide if it fits your needs. If you feel it isn’t so, just ask for a refund, and you’ll get it, no questions asked!
This is guaranteed both by me personally and by the requirements of Teachable – one of the largest online education platforms out there and the administrator of this course. So your money is in good hands.
All-in learner first guarantee
I want to ensure you get the marketing knowledge and insights you need to excel.
So if you decide you didn’t get your money’s worth out of this course at any point within the next year, just email me. I will personally purchase and send you a bundle of the best marketing books I know (currently priced at €340) so that you can up your game and excel at marketing, as promised.