This unit introduces the strategic foundations of customer-focused digital content and brand trust that drive the Endless Customers approach. Learners synthesize audience intent, review and search behaviors, and media formats (including video and self-service tools) to plan content that reduces friction, builds credibility, and prepares teams for execution and measurement in subsequent units.
Learning Objectives
- Analyze customer intent, zero-click search behavior, online reviews, and competitive content to identify trust gaps and high-opportunity content topics
- Apply content planning frameworks (topic clusters, The Big 5, The Sticky 5) and AI-assisted brainstorming to produce a prioritized 90-day content roadmap with measurable goals
- Demonstrate integration of sales subject-matter experts, assignment selling, and self-service tools into content and video plans to support lead conversion and reduce friction
- Evaluate brand messaging and transparency using the Endless Customers Scorecard™ and recommend prioritized coaching and change-management actions to mitigate common failures
Curriculum
- 1 Section
- 29 Lessons
- 30 hours
Expand all sectionsCollapse all sections
- Unit 1 — Foundations of Trust-Based Content29
- 1.1Why Are You Experiencing These Frustrations?20 mins
- 1.2Ostrich Marketing: The Enemy of Trust20 mins
- 1.3The New Reality of Zero-Click20 mins
- 1.4The Big 520 mins
- 1.5How One Article Generated More Than $35M in Sales20 mins
- 1.6What Could Go Wrong with Metal Roofs?20 mins
- 1.77 Topic 3: Versus and Comparisons20 mins
- 1.8Get Intentional About Reviews20 mins
- 1.9Best (Company) Near Me20 mins
- 1.10Start with a Content Brainstorm—And Use AI to Do It20 mins
- 1.11Becoming a “Media Company”20 mins
- 1.12Video 1: Cost and Price Videos20 mins
- 1.13YouTube: The Search Engine You’re Overlooking20 mins
- 1.14For Long-Form Videos: The Video 620 mins
- 1.15Make Them Click and Make Them Stick with The Sticky 520 mins
- 1.16The Selling 7: Planning Videos and Preparing Your Team20 mins
- 1.17What Is a Self-Service Tool?20 mins
- 1.18Assignment Selling20 mins
- 1.19The Impact of Sales SMEs20 mins
- 1.20Personal Brands Are More Important Than Ever20 mins
- 1.21Ineffective Messaging Is Costing You More Than You Know20 mins
- 1.22Why Human Content Is More Important Than Ever20 mins
- 1.23Immediate Transparency20 mins
- 1.24Why We Resist Disruption (and Implementing Endless Customers)20 mins
- 1.25The Right Content20 mins
- 1.26The Endless Customers Scorecard™20 mins
- 1.27The Importance of a Coach20 mins
- 1.28The Anatomy of a Fall20 mins
- 1.29The Graveyard of Giants20 mins
Instructor
Free
Leave a Reply