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How to Create Addictive Content

Lesson 11 of 12

How to “Upgrade” Your Content to Build a Community

Melissa Cassera

How to Create Addictive Content

Melissa Cassera

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Lesson Info

11. How to “Upgrade” Your Content to Build a Community

Lesson Info

How to “Upgrade” Your Content to Build a Community

Let's talk about upgrading your content to build a community of raving fans. So just kind of a quick tip, it won't work for all of your content but it may work occasionally or it may work for all of your content, depending on your business. Basically, all it is is it's bonus content that you create to support whatever that original piece of content is and then they get this piece of bonus content in exchange for their name and email address. It's a great way to build your community. So example, if Nicki was writing something about Pilates and how like they need to get rid of the pillows, right? Maybe she has a piece of bonus content that's like here are five stretches you can do instead that like get rid of the pillow forever, right? So it's just a piece of content that expands upon the original piece, right, and it feels like a bonus for them. Like, I would love to have something like that. You know for you it might be like a tools and resources, right, so if you were teaching like so...

ftware and systems, more technical kinds of things and like people love resources and like quick tips and hints and that. So I mean, it could simply be that, you're making their job easier, you're making them think about things in a different way. So again if it works and it won't work for all of your content, I don't know anybody that like does this for every single piece of content they have. So just when appropriate but it can be a really fun way. So here's an example, I wrote an article about, I think it was like called Ideas are Stupid (laughs) and (mumbles) with the basic, that was just supposed to be like shockey factor headline, although I do kind of believe that sometimes. But what the point is, is that tons of people come to me with I've got an idea, I've got an idea and then my job is to say, okay, let's figure out how to make that idea happen and the team that you need and the budget you need and they're like no it's not fun anymore, like I hate my idea now. And so that happens to me so much that I created a worksheet about that so that's it's basically an evaluation for people so they can go I have this exciting idea. My husband's one of those people, he's got 17 ideas a day and I gotta reen them in all the time, right? So I'm always like showing him the worksheet and like your worksheet and then he's like no and then he's bored of the idea (laughs) by that time five minutes later. So it was really about that concept of like if you're an idea person and you're always like I have these ideas but you never make them happen. This is a great way to evaluate those ideas and figure out like which ones do make the most sense, which ones are really great ideas or really ones that I'm gonna stick with for the long haul. I could write a script of about a million things but I know an average life of a script is gonna be anywhere from two years to seven years. Do I wanna live with that script for that long? So that's a big indicator right? Like if I'm like, I don't wanna tell this story for seven years, well then that goes in the trash pile. You know, it's gotta be something that you care about enough to go the distance. So that's just a quick idea. And then some things that might work for you are checklists. So if that works for your piece of content you can give them an easy checklist to follow. Sometimes that's even just summarizing the piece of content you just gave them into an easy checklist. So it really could be like you're not doing too much extra work. It could be a cheat sheet so maybe you've taught them something, educated them about something in the content and then you're like here is a quick cheat sheet of how to take that next step. It could be a quiz. Quizzes are fun, people love quizzes. Like, you know, discover your dream archetype or something, right, like quizzes are really fun. Everybody wants to know like what am I, what character am I on Gossip Girl? You know what I mean, like there's so many fun (laughs) quizzes out there, so quizzes are really fun as upgrades, people love them. Swipe files, so much like you know if I were to give you like swipe files headlines, right, things like that. So it's just basically taking a file of things that you can then take forward and use. Resources or tools, I mentioned that one earlier already but people love resource sheets or like tool sheets where you're just basically giving them like all of your recommendations, that's really helpful. It saves so much time from them looking up reviews of and like asking around or templates or worksheets, right? So if there's anything that that's appropriate for. If you're asking them to write something or do something or it's necessary for them to go through a specific exercise then templates and worksheets are really great and nice tools for people.

Class Description

As the saying goes, “Content is king.” And that’s especially true when it comes to marketing your business. You might have fabulous products or top-notch services, but if you don’t have compelling content to help drive sales, you’re probably leaving a whole lot of business on the table.

But don’t make the mistake of slapping together a bunch of worn-out, half-baked ideas and calling it content. It’s critical that your articles, blog posts, reviews and videos are thoughtfully prepared and offer value.

Melissa Cassera, a successful brand and marketing consultant and screenwriter, will show you how to use Hollywood storytelling techniques to create content that entices people to read and watch, excites them to share, and moves them to buy.

In this class, you’ll learn how to:

  • Understand your audience and the content they crave.
  • Repurpose each piece of content for maximum exposure.
  • Avoid creating boring or corporate content.
  • Uncover your unique voice and style.
  • Create a thriving content-creation process.
  • Write sizzling headlines and effective calls to action.
  • Leverage user-generated content for added credibility.

Class Materials

Bonus Materials with Purchase

Melissa Cassera - Headline Swipe File

Ratings and Reviews

Student Work

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Lauren Dusing

I'm only on Lesson 7, but I just felt the need to stop and write a review, even though I haven't finished the entire class yet. This class has sooooo much great content. I completely agree with the woman in the live audience that said she was having so many "light bulb" & "a-ha" moments during the class. I've always wanted to create a months worth of content for social media so that my posts had meaning and I didn't have to stress last minute about having to find something to post about, but when I would start to brainstorm ideas etc. I just wasn't excited about what I would come up with and it felt like such a struggle, I would eventually have to stop because my ideas were minimal and the process was so unenjoyable, like painful haha. But after 7 lessons in this course I feel so excited about generating content and my mind is filled with so many ideas already. I actually feel like creating a months worth of content ideas is not only totally doable, but could actually be enjoyable and by using what i've learned in this class, I feel like the content I create will actually be effective and I'll be proud and excited to post it. This course is totally worth it, hands down. buy it!

Chris Louis

Extremely helpful and practical tips on how to get the ball rolling on creating meaningful content! Highly recommend this easy and user friendly class

Shannon Flaherty

I thought this class was great. It inspired a lot of ideas and I came away with a lot of insights. Well done!