Online content has become one of the main ways we communicate, with billions of individuals using social media and personal blogs to share their thoughts to the world (even if only their mothers are reading).
Because of that fact, for businesses, it’s never been more important to master content creation as a way to fuel your business’s growth. For most startups, in fact, content marketing has become practically mandatory.
And it works. Consider that 90% of organizations currently use content to market themselves. And 80% of consumers like to learn about a company through it. What’s more, 72% of marketers say content marketing increases engagement, while also increasing the number of leads.
With content playing such a critical role in the modern business landscape, it was only natural that Foundr would create a new course devoted entirely to helping you leverage the power of content marketing for your own startup.
Since Foundr started in 2013, as a media company, we’ve been creating content as our core product. We’ve also used the power of content marketing to rapidly grow the business. We started as a humble digital magazine for entrepreneurs.
Not long after, we launched a blog that would publish similar content to the magazine, helping it increase its reach and engage potential readers.
Before long, Foundr had launched a podcast, an Instagram account, and most recently a YouTube channel.
A few years later, the podcast has generated millions of downloads and become one of the most important in the entrepreneurial world. Our Instagram account would grow to over 1.9 million followers eager to start and grow their online businesses.
And while the YouTube channel is still in its infancy, we’ve quickly become a quite popular channel, currently boasting 55,700 subscribers in just a few months.
In short, we are where we are now thanks to two things—our content and the amazing community we’ve built around it.
We know just how powerful content marketing is, and how a small business can use it to become a leader in a booming, yet saturated marketplace. But we’re not the only ones who have been able to grow as much as we have. We’ve watched as so many of our students, peers, and partners have built huge audiences around their products using content marketing.
So when we set out to create a course on content marketing, we built it atop our own success using this important channel, but we also didn’t do it alone.
We’re partnering with a professional behind another hugely successful case study—not a self-proclaimed guru, but an actual practitioner who has built a multimillion-dollar business around a topic he loves. Beards. That’s right, beards.
Without further ado, here’s the person who will share with you all the hard-earned trade secrets he’s developed over the past few years while building his successful ecommerce brand from scratch.
Meet Your Instructor: Eric Bandholz of Beardbrand
Eric Bandholz is the founder and CEO of Beardbrand, an industry-leading company that sells grooming products for beards.
Eric’s life wasn’t about entrepreneurship, or beards. He went to school, got good grades, left for college, and after graduation, got a traditional 9-to-5 job doing sales for Dell and Cisco.
But this life he had ended up with was not enough for him. He knew he could do better. That’s when he got the entrepreneurial itch.
He started a small freelance graphic design gig for a bit to gain some side income, but nothing that would transform his life. That was until he attended one of the most important events in his professional life.
In 2012, he headed to Portland, Oregon, for the West Coast Beard & Mustache Championships, his very first beard competition (it’s a thing, look it up).
As Eric put it, “It was at this event that I first experienced the bearded lifestyle at its fullest and simply put, I fell in love.”
Soon after, he started Beardbrand, not as an online retailer, but as a lifestyle site.
I launched Beardbrand as a way to unite beardsmen and build a community. We first started off with a blog, a YouTube channel, and a Tumblr blog. On these platforms I shared my knowledge about growing a beard and provided style inspiration for others. Ultimately, the goal was to provide the tools necessary for men to feel confident about growing their beard, and I also wanted to end the negative stereotypes about beardsmen being lazy or unkempt.
After that event, he participated in a Startup Weekend in Spokane, Washington, where he met Lindsey Reinders and Jeremy McGee, the two people who would soon join as co-founders of Beardbrand.
The business was small and entertaining, but nothing that would sustain its founders. That was until a reporter from the New York Times came across Beardbrand’s content, and reached out to Eric for an article.
The article gave the business some credibility, which Eric then used to launch a store with a few products up on their website within a couple of days.
The business took off from there. It turned out that their company hit the market at just the right time when a lot of men were looking to grow their beards. Nowadays, Beardbrand is a multimillion-dollar brand with sales all over the world, dozens of products, and a strong loyal following of beardsmen.
A big part of the success of Beardbrand has been because of the content Eric and his team published over the past few years, especially the YouTube channel.
With over 1.3 million subscribers, the YouTube channel teaches men how to grow and care for their beards. It’s one of the key channels that led the growth of the company, along with its social media accounts.
In a few years and without any previous experience or external funding, Eric became a pro at leveraging content marketing to build a huge brand. Most importantly, he’s still working in the trenches, using the tactics he teaches in the course every single day.
Who Is This Course For?
Content marketing is a broad marketing channel that any entrepreneur can use. So pretty much anyone who has an ecommerce store, a consulting business, a software company, or any other online business can learn a lot in this course.
This course will be especially useful if your ecommerce store is struggling to get traction in your industry. But if you already have a well-established store and want more traffic, a bigger community, and more sales—if you really want to blow up your brand—then this course will be of great use as well.
If you are an influencer who has a blog and you want to grow it and build a community around your personal brand, the content marketing playbook shared in this course will be incredibly useful, as you will learn some of the main ideas behind virality and social sharing.
We created it to offer the most effective and cutting-edge tactics available. It will help you cut through the time-wasting busy work of most content marketing, which relies on “shots in the dark.”
Most importantly, we’ve made this course realistic, practical, and filled with tactics that anyone can do, regardless of experience or budget. We’ve even made it a bit fun so you can enjoy the process as you learn to build your audience.
The goals are to accelerate your ability to gain traffic and new followers, sales, and ultimately create a thriving community of like-minded fans—a core audience who will love your brand and its vision, and buy pretty much anything you release for years to come.
What Do I Get From the Content Marketing Playbook?
Our in-depth course is just under seven hours of content and includes 45 videos and actionable worksheets. You will learn Eric’s latest and best tactics he’s learned over the years to grow Beardbrand to the seven-figure range.
Module 1: Building a Content-Ready Brand
In this first module, you will uncover the purpose behind your brand and develop a mission and vision statement that you will use to fuel your content creation process.
Module 2: Strategy for Creating Content
Here, you will learn the value of your content marketing efforts and build a strategy and funnel that will guide your future content creation.
Module 3: Execution Plan of Great Creators
In this module, you will learn how to bootstrap your content creation, the best equipment to use, and some budget estimates you can use in your financial plan.
Module 4: Growing a Community Across Channels
Discover how to build a community around your brand through the use of your content, which will help you succeed in the long term.
Module 5: Deep Dive into the Current Social Media Platforms
This is all about understanding the nuances behind each of the main social media platforms—YouTube and Instagram. You will also learn how to use your blog and podcast as critical tools for your site’s growth.
Module 6: Understanding Data and Tracking Performance
Often overlooked, in this module you will see how to use analytics and tests to measure your content’s performance and improve its effectiveness.
Module 7: Scaling with a Content Team
Learn how to scale a content team that helps you grow your site’s traffic volumes in the years to come.
Eric has taken the most successful ideas he’s come across in the past 8 years since he started Beardbrand and distilled them throughout this course, including:
- The 4 Content Creator Types – See which type of content creator you are so you can leverage your strengths and ignore your weaknesses.
- The Right Way to Test What Content Will Stick – Discover the right way to test new content and see which one connects with your readers.
- The Most Common Content Production Bottlenecks – Take a deep dive behind the most common issues you will face once you start to scale your content creation and how you can easily overcome them.
- How to Turn Your Community into Loyal Brand Ambassadors – Uncover how to use your community of raving fans to promote your brand for you.
- Best Practices for Hiring Top Talent – The talent you hire will define the company you build. Learn the best tips Eric has discovered over the years to find and hire the right people to scale your content marketing program.
What This Course Is Not
Content marketing is much more than creating content and hoping for the best. It requires consistency, discipline, and hard work.
Consequently, this course is for people who are ready to take action and willing to follow Eric’s plan. This course isn’t for dabblers, naysayers, or people who are not serious about becoming entrepreneurs. It’s only for people who are ready to take what Eric shares and apply it into their businesses.
Content marketing represents a long-term investment. If you have the patience to implement what you will learn here and let the process work, you can reap the benefits of the content marketing playbook shared in this course.
Build Your Business with Content Marketing
If you are ready to learn the right way to create and distribute content that will take your company to the next level, then Blow Up Your Brand will be an incredible opportunity for you.
We’d love to see you take action and get the kind of results Eric has been able to achieve for Beardbrand.
Do you have any questions or comments about this course? We’d love to hear what you have in mind! Leave a comment below or contact us directly at [email protected], and we’ll reach back as soon as possible.