7 Content ideas for launching your course

Many course creators who deliver courses or workshop regularly, struggle to generate marketing content prior to their events. This in turn fails to generate the engagement their courses deserve, leading to the lack of bookings. 

There are many different channels that you can use to engage with your audience and many reasons to communicate to them the value of your course. Here are just 7 topic ideas to help you generate content for any channel you choose to use when launching your course or workshop.

1: Save the date

Perhaps an obvious one, but I know of so many course creators that wait until everything is in place before announcing the date and time of their workshop.

This is especially true with virtual events, the save the date is either missed all together or there is hardly any notice of the event taking place.

Giving your audience notice (even if they don’t need to leave their homes to take part), will ensure that they can pin that day in their diaries. 

And you absolutely do not have to have everything firmed up at this stage. Simply outlining a few top level items will help ‘wet the appetite’ of your audience, alerting them to pin the date in the diary.

2: Who is the course for

Building on the save the date information, next is to announce who the course has been designed for. For this you really need to think about your ideal client and who the course will help the most?

Think about your ideal client avatar and outline the key attributes within the course information page (e.g. male/female, profession, motivational drivers and aspirations). 

3: Teaser 1: The PAIN

To get your potential students to ‘lean in’ you have to get them to identify with what you are saying.

The most effective method to identify and engage with something is if you can relate to what is being described. Try answering the below:

  • What are they going through in their life right now?
  • How is this making them feel?
  • What are they not able to do as a result?
  • What are their deepest desires? Consider relationships, family, work and social aspects.
  • What will they be like after your course/workshop?

If your course offers a transformation (let’s face it – most do) to how they are feeling now, be sure to outline that you understand the pain they are in now and talk of how your course will address this.

TIP: Consider sharing this in a story format. Create a person, paint a picture and showcase the transformation they have gone through. 

4: Outline the Takeaways

Once you have the outline of the content your course will cover, talk about any other aspect of the event, (e.g. networking, collaboration, accountability etc).

  • What will be the key takeaways for someone attending your course?
  • How will their skills or knowledge be enriched by attending?
  • And what if they miss it, what will they miss out on?

5: Teaser 2: The WHY

Knowing your event’s WHY and proudly sharing this with your audience is a single most important reason why anyone would choose to attend or not attend your course. Here are a few prompts to consider your WHY:

  • WHY are you holding your event?
  • WHY is this subject important right now?
  • WHY is the structure of the event done this way and not any other? (e.g. 50/50 or 20/80 education, worksheets, live or pre-recorded etc)
  • WHY are these the core topics in the programme?
  • WHY should your target audience attend your event? What does it offer that others don’t?
  • WHY should they remember your event?

Answering just a few or all of the above questions, will generate ample opportunities to talk about your event’s WHY and why your audience need to book their place sooner rather than later.

6: Teaser 3: The BONUS

Are you offering any bonuses to the attendees? Perhaps it’s something that is not available to the general public. Something exclusively only to those who commit to your event. This is another reason to tell your audience why they simply cannot afford to miss your course or workshop.

For example, a 1:1 session with you, a freebie or an additional piece of training that will be of huge benefit to those that go through your entire course?

TIP: Think about what reward you can offer for committing to your course, either by getting through it, or being exceptionally engaged etc.

7: The who what when WEBINAR

As much as you can showcase many of your event’s key takeaways and talk of your ideal client’s pain points in print, write a blog or send them an email, nothing beats video content.

So before they actually commit to being thought by you, consider pulling all of the key points about what your course will offer and record a short video. 60 seconds pitch about your course. This is where you absolutely must cover the pain points, the key takeaways and the transformation in a very concise and memorable way.

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