Content Marketing Training + AI
Ready to get serious about content marketing? See how training from IMPACT and the proven They Ask, You Answer framework, all enhanced with the power of generative AI, will equip your team with the skills to position your brand as the leading voice of trust in your industry.
Our coaches and trainers will help you implement a powerful, in-house content marketing program — rooted in the principles of the proven content marketing framework, They Ask, You Answer, and turbocharged with generative AI — that brings the right types of prospects into your pipeline and turns those prospects into customers faster, increasing your revenue and positioning your brand as the leading voice in your industry.
After completing our program, your staff will have all the skills and capabilities to run a world-class content marketing program in-house, freeing you from ever being dependent on an outside agency for content marketing support ever again.
If you’re struggling with any of the following, content marketing training with IMPACT may be right for you:
Content marketing training with IMPACT is a comprehensive program designed to help your business master all aspects of content marketing. An IMPACT coach and team of trainers will help you build your team, develop a process to consistently create content in-house, incorporate content into your sale process, refine your messaging, optimize for search engines and conversions, and overall, leave you with the skills you need to run a successful content strategy without outside help.
You and your team will learn:
The They Ask, You Answer Framework
We'll align your entire team around a simple, yet powerful content marketing framework called They Ask, You Answer. Trusted and implemented by top brands globally, They Ask, You Answer emphasizes transparent and efficient responses to customer questions, a strategy that builds trust and solidifies your brand's authority within your industry.
How To Staff a Great Content Manager
Success with content marketing requires having the right person leading your content marketing efforts. If you don’t already have a content manager on staff, we’ll guide you through the entire process of recruiting, hiring, and onboarding the right candidate for you.
How To Align Sales and Marketing
We believe content marketing’s main function is to enable the sales team to close more deals faster, but this only happens if marketing and sales are on the same page. We’ll show you how to get both your marketing and sales teams working as one unified unit.
Creating Your Content Roadmap
We’ll provide your team with a tool called a content matrix and teach you how to run recurring content brainstorms, fueling your content calendar with months of revenue-enabling content ideas.
Processes for Content Marketing Consistency
We’ll work hand-in-hand with you to both implement processes that guarantee consistency in your content marketing and hold your team accountable for following those processes.
Storytelling / Tone of Voice
Your team will learn how to weave a story that is clear, concise, educational, and unbiased around the work that you do. Our training will focus on this through a lens of They Ask, You Answer, with the help of The StoryBrand Framework.
How to Craft “The Big 5”
One of the core elements of They Ask, You Answer, your team will learn how to create the five types of content that customers research most before making a purchase, setting you apart from competitors and attracting more business.
Content Publishing
We’ll teach your team the best practices for publishing content in a way that maximizes visibility, engagement, and SEO value.
Content Promotion
We’ll help you master strategies to promote and repurpose your content across various channels, such as social and email, to increase its reach and impact.
Advanced Search Engine Optimization
Understand how to optimize your content for search engines, ensuring it gets found by the right people at the right time.
Conversion Optimization
Learn to create and optimize content that drives action, turning readers into leads, and leads into customers.
Generative AI
We’ll teach you how to leverage generative AI tools, such as ChatGPT and other content marketing-specific tools, to speed up and enhance your content creation process. We’ll also show you the right way to do this to avoid costly penalties.
Social Media Publishing
Learn how to effectively share and promote content on various social media platforms to reach a wider audience and generate engagement.
Video Marketing
When ready, we’ll add video to your content marketing mix, teaching your team how to generate compelling, revenue-producing videos that enhance your written copy, provide more ammo for your sales team, and most importantly, increase the trust and perception of your company by the market.
Analytics and Measuring Results
We teach your team how to track and monitor key content marketing metrics and analytics on tools like HubSpot, SEMrush, Google Search Console, and GA4, and we’ll also ensure you learn how to use them to inform future strategic decisions.
Content Brainstorms with Support for Sales
No one knows your customers' questions and challenges more than your sales team, and these insights are the secret sauce of any effective content marketing strategy. We’ll teach you how to run effective content brainstorms that provide both the sales and marketing teams what they need to succeed.
Assignment Selling
A core concept of They Ask, You Answer, Assignment Selling is a powerful technique that helps sales teams use content to close more deals faster. But it also requires salespeople to use particular techniques proven to be most effective to see the greatest results. We’ll teach these techniques and role play with your sales team.
Positioning the Sales Team as In-Demand, Trusted Experts
The best salespeople are the ones prospects feel like they already know and trust based on what they learned from them online. We will show you how to turn your salespeople into sought-after guides in the eyes of your buyers.
Start your journey towards content marketing mastery by booking a call with an IMPACT coach. Right from the start, your IMPACT coach will work with you to understand your current marketing state and challenges, solidify your goals, and figure out whether or not our program is a good fit for you. On your initial call, you can expect actionable advice that you can start implementing right away, whether we work together or not.
If we determine that we're a good fit for each other, your IMPACT coach will begin crafting a training program tailored to your needs. We understand that every company has a unique starting point with content marketing capabilities, buy-in, and experience, as well as distinct needs and goals. That's why our approach is a blend of proven training methods and processes, honed through our work with hundreds of companies like yours. Yet, we also provide the customization necessary to meet your company exactly where it stands. With IMPACT, you get the right training program for you.
When starting any new engagement, the first and most critical step is getting everyone in your organization aligned and bought-in to the vision and strategy for content marketing. This specifically includes the sales organization and senior leadership, who stand to generate the biggest gains from this program — but only if they understand their role in the process. We accomplish this with a powerful content strategy workshop, facilitated by your IMPACT coach, teaching everyone on your team the principles of the frameworks and showcasing examples, leaving everyone excited, energized, and ready to get to work. This workshop can be done virtually or in-person.
Once the team is aligned, it’s time to get to work.
The last and final step of the process is when you achieve content marketing mastery inside your organization, meaning you’re publishing content and video consistently (at least three new pieces of content a week), your sale steam is fully integrated and aligned with the process of using content to close deals faster, and you’re seeing significant gains in revenue from your content marketing efforts. It takes a typical company 18-24 months to achieve content marketing mastery. At this stage, clients no longer need such an intense content marketing training program, and either reduce the intensity of their coaching and training program, or start shifting their focus to improving other areas of their sales and marketing with IMPACT’s guidance.
In your journey with us, you'll be aligning with a coach who fully grasps the challenges you confront daily. Just like you and your team, they too are responsible for creating content, closing deals, and managing their own book of business; they don't merely instruct, but also 'walk the walk.'
Most importantly, all IMPACT coaches are proficiently trained in the art of coaching business professionals. They know exactly how to press the right levers to help you and your team unlock and unleash your utmost potential.
(< $2.5m in revenue)
($2.5m to $50m in revenue)
(> $50m in revenue)
Free Initial Coaching Sessions: At IMPACT, we believe in starting strong, which is why we offer a few free coaching sessions. This allows you to become comfortable with your coach, and it gives us a chance to understand your business's unique needs. We'll delve into your sales and marketing challenges and map out your current standing and future goals, providing valuable, actionable advice you can implement right away.
Tailored Coaching & Training Programs: After gaining a clear understanding of your business, we'll work on creating a coaching and training program custom-designed for your needs. The typical cost range for most small businesses is between $2,000 and $10,000 per month (with a one-month setup fee), though it can sometimes be less and sometimes it could be more.
At IMPACT, we’re committed to offering world-class sales and marketing coaching to businesses of all sizes. We know that small businesses often operate with leaner teams and quicker decision-making processes, and our coaching and training programs are designed to accommodate this agility. Even though our approach with smaller businesses might differ from larger ones, we believe in the potential of all businesses to achieve greatness with the right guidance and support.
Price Determining Factors: You might ask, "Why the range?" Well, two primary factors influence the final pricing:
Additional Considerations: To achieve optimum sales and marketing results with the "They Ask, You Answer" framework, you need to have the right personnel, software, and/or equipment. These are crucial factors to consider when setting your budget.
IMPACT+ Included in Your Program: Every program includes an IMPACT+ for Business subscription in the initial setup fee. This provides access to our online community, a variety of enriching courses, progress scorecards, and passes to in-person events such as the "They Ask, You Answer" Summit and IMPACT Live.
In the initial sessions, we'll discuss your budget and work together to create a program that both fits your financial capabilities and drives you toward your goals. Let's get started on this journey towards success!
Free Initial Coaching Sessions: At IMPACT, we believe in starting strong, which is why we offer a few free coaching sessions. This allows you to become comfortable with your coach, and it gives us a chance to understand your business's unique needs. We'll delve into your sales and marketing challenges and map out your current standing and future goals, providing valuable, actionable advice you can implement right away.
Tailored Coaching & Training Programs: After gaining a clear understanding of your business, we'll work on creating a coaching and training program custom-designed for your needs. The typical cost range for most small businesses is between $10,000 and $15,000 per month (with a one-month setup fee), though it can sometimes be less and sometimes it could be more.
At IMPACT, we’re committed to offering world-class sales and marketing coaching to businesses of all sizes. We know that mid-sized businesses often operate differently than smaller or larger businesses, and our coaching and training programs are designed to accommodate this. Even though our approach with mid-sized businesses might differ from that of smaller or larger ones, we believe in the potential of all businesses to achieve greatness with the right guidance and support.
Price Determining Factors: You might ask, "Why the range?" Well, two primary factors influence the final pricing:
Additional Considerations: To achieve optimum sales and marketing results with the "They Ask, You Answer" framework, you need to have the right personnel, software, and/or equipment. These are crucial factors to consider when setting your budget.
IMPACT+ Included in Your Program: Every program includes an IMPACT+ for Business subscription in the initial setup fee. This provides access to our online community, a variety of enriching courses, progress scorecards, and passes to in-person events such as the "They Ask, You Answer" Summit and IMPACT Live.
In the initial sessions, we'll discuss your budget and work together to create a program that both fits your financial capabilities and drives you toward your goals. Let's get started on this journey towards success!
Free Initial Coaching Sessions: At IMPACT, we believe in starting strong, which is why we offer a few free coaching sessions. This allows you to become comfortable with your coach, and it gives us a chance to understand your business's unique needs. We'll delve into your sales and marketing challenges and map out your current standing and future goals, providing valuable, actionable advice you can implement right away.
Tailored Coaching & Training Programs: After gaining a clear understanding of your business, we'll work on creating a coaching and training program custom-designed for your needs. The typical cost range for most small businesses is between $15,000 and $25,000 per month (with a one-month setup fee), though it can sometimes be less and sometimes it could be more.
At IMPACT, we’re committed to offering world-class sales and marketing coaching to businesses of all sizes. We know that large businesses often require a broader scope and more in-depth training, and our coaching and training programs are designed to accommodate this. Even though our approach with larger businesses might differ from smaller ones, we believe in the potential of all businesses to achieve greatness with the right guidance and support.
Price Determining Factors: You might ask, "Why the range?" Well, two primary factors influence the final pricing:
Additional Considerations: To achieve optimum sales and marketing results with the "They Ask, You Answer" framework, you need to have the right personnel, software, and/or equipment. These are crucial factors to consider when setting your budget.
IMPACT+ Included in Your Program: Every program includes an IMPACT+ for Business subscription in the initial setup fee. This provides access to our online community, a variety of enriching courses, progress scorecards, and passes to in-person events such as the "They Ask, You Answer" Summit and IMPACT Live.
In the initial sessions, we'll discuss your budget and work together to create a program that both fits your financial capabilities and drives you toward your goals. Let's get started on this journey towards success!
“Initially, we saw an increase of about 3 points in our close rate, and an increase of about $3,000 in our average sale size.”
“That's where we attribute some of the ROI back to the program that we've been through and the implementation of it. I can truly say we've increased our revenue by probably 10-15% just by taking up this program.”
“We have seen our traffic almost triple at this point. It's a sales initiative with marketing behind it. It's a business philosophy, and it really does touch all sides of your business.”
How To Get Started
Ready to get started? Go ahead and book your call with an IMPACT coach to see if content marketing training at IMPACT is right for you.
Results & Success Stories
Southwest Exteriors is a home services company focused on windows and siding.
Challenge
Southwest Exteriors exists in a highly competitive market, going up against national brands and cost-cutting local outfits. But despite the competition in the home improvement industry, no one seemed to be putting buyers first. The hard-sell approach created a trust deficit that kept buyers on edge.
Solution
The folks at Southwest partnered with IMPACT to go against the grain. They embraced They Ask, You Answer, committing to answering buyer questions and repairing the trust the industry had broken. IMPACT offered the guidance to help Southwest become the most trusted voice in their industry.
Result
With IMPACT and They Ask, You Answer, Southwest had a proven framework that they knew would bring results, even in a crowded field. At first, it was a modest improvement in close rates. Then it was a steady increase in website traffic (from 3,500 organic visitors per month to over 35,000). But biggest of all was the increased trust in the marketplace. Customers reached out after consuming Southwest’s content, with the foundation of a trusting relationship already established.
MoveMobility sells wheelchair vans and accessibility equipment.
Challenge
MoveMobility had a marketing problem that many companies are familiar with: They knew where they wanted to go, but they didn’t know how to get there. In the words of CEO Richard Jones, their marketing department was like a ship with no steering mechanism. They were looking for direction so they’d know how to apply their efforts.
Solution
At the first meeting with their IMPACT coach, the MoveMobility team could see that this would be different. Their coach offered direction and structure, with a clear framework and measurable steps to help the company move forward. This, at last, was the course-setting the team had been looking for.
Result
Like a lot of companies, MoveMobility had long seen marketing as an expense. Something that was nice to have, but hard to prove ROI from. No more. Now, they’ve got a marketing team that’s aligned with the rest of the company — and vital to their future success. They’re producing content that actually impacts sales. And with IMPACT’s training, the team is building the skills for long-term success.
Custom Built Design & Remodeling is a Michigan-based custom home remodeling contractor.
Challenge
Custom Built Design and Remodeling didn’t know exactly how to put its ideals into practice. In the hectic day-to-day of running a home improvement business, there wasn’t much time to focus on the big questions: How do we make our processes more client-centered? They knew they wanted to, they just didn’t know how.
Solution
A customer heading into a big remodel project has a ton of questions. The more answers they get ahead of time, the smoother the sales process will be. Our They Ask, You Answer framework focused on customer education. With the right training, the team at Custom Built could help their customers feel more well-informed.
Result
Today, wherever a customer is in the buying process, they have answers to any question they can think of. There are videos, buyer’s guides, product comparisons, and articles. And by producing this content, Custom Built’s sales reps and marketers have come together. The company is all pulling in the same direction, and the customers are getting exactly what they’re asking for.
Courses & Additional Insights
At our core, IMPACT is a business coaching and consulting company. Our obsession is that of helping organizations learn to become world-class internally with their sales, marketing, and overall business skills. We believe deeply in the motto of, “Give a person a fish, feed them for a day. Teach them how to fish, feed them for a lifetime.”
With this belief, we empower companies to reach their greatest potential by teaching them how to implement proven frameworks (like They Ask, You Answer, StoryBrand, Question First, etc.), ultimately helping them become self-reliant and fully in charge of their own destinies.
In order to “teach a person to fish,” we knew education, training, and community had to be at our core. For this reason, we started IMPACT+, a world-class learning platform that is loaded with educational video courses, a variety of tools, and a large community of sales, marketing, and business leaders — all sharing the philosophies and frameworks (like They Ask, You Answer) we teach and preach here at IMPACT.
IMPACT+ has FREE and paid portions of the platform, designed for individuals and teams alike.
IMPACT has worked with companies literally all over the world. With team members spread throughout the US, Europe, and Oceania — we’re prepared to engage our clients wherever they may be. At the time of this writing, IMPACT has worked with clients in over 17 different countries.
Our belief is that if you’re in an engagement with IMPACT, then you must be receiving clear, measurable value. And if that value stops, then you have the right to stop the engagement.
It’s really that simple.
So although we go into every client engagement with the mindset that we will be working together for an extended period of time, you are not “locked in” to said commitment.
We’ve always believed in the mindset of “there’s room on top for everyone” when it comes to the agency space. Therefore, we absolutely work with marketing agencies in a variety of ways — whether it’s They Ask, You Answer Mastery, sales training, web work, etc.
Just ask us. There’s actually a very good chance we’ve worked with someone either in your space or in a similar industry.
That being said, at IMPACT, our focus is that of teaching organizations *principles* of sales, marketing, and leadership. With this approach, the key becomes that of understanding HOW to apply said principles to your unique niche, business, etc. — something that we clearly know how to do.
So whether you’re B2B, B2C, B2G, etc., let’s have a conversation to figure out together as to whether or not our services are truly right for your business.