AVL Content Marketing

4-Week Foundations of Content Marketing Course for Small Businesses
Asheville, NC

What is Content Marketing? • The Marketing Strategy of Choice, Deconstructed
The Customer JourneyAbout the CourseFrequently Asked Questions



In today’s industry, content marketing is one of the most effective methods to strengthen your brand’s image, convert leads, and foster deepened customer loyalty. Customers have come to love the value content marketing provides them and heavily favor the businesses which provide that content.

As a revolutionary change in the industry, there is a lot to learn about content marketing, and it can be daunting to try to implement alone. Through this course, you will learn the core principles of content marketing and outline a concrete strategy to apply them to your own business.

What is Content Marketing?

Content marketing is a strategic marketing approach that drives profitable customer action by creating and publishing valuable and relevant content, thus attracting a focused and clearly defined audience.

Traditional marketing methods are becoming more obsolete by the minute. A flashy billboard isn’t cutting it anymore. In the age of the internet, consumers are making better informed, more educated decisions about where to spend their dollars.

There’s a better way. You can lean into those consumers’ desire to make well informed choices. You know that the best way to grow a business is through building relationships, and content marketing does just that by building relationships through creating value for your target market.

The Marketing Strategy of Choice, Deconstructed

Content marketing has quickly become the prime marketing approach by major brands across the world, including Land Rover, Sephora, American Express, and Random House.

Everyone is doing it, so how are you going to do it differently?

Content marketing’s widespread adoption means that it’s here to stay, but it also means that as its popularity continues to grow, it’s important to know which elements are tried and tested principles and which are simply trends. Once you can tell them apart, you can decide how to adapt those proven principles to serve your unique brand.


In the AVL Content Marketing Course, you won’t just learn the accepted best practices––you’ll gain a firm grasp on content marketing’s core principles.


The Customer Journey

A core concept of content marketing is the Customer Journey. Think of it as the ideal path you want your customers to take in relation to your business. Your goal is to take someone from being entirely unfamiliar with your business to being a customer, and then all the way to being a devoted advocate of your product or service.

We’ll use this framework to develop a strategy that Helps you do three things:

Publish relevant and desirable content

Learn how to create and publish great content that is relevant and valuable to your target market. Your content can educate, entertain, or inspire, and it can take a variety of forms (blog, podcast, video, events, etc.).

DrivE Traffic to your content

Publishing content is central to content marketing, but publishing great content isn’t good enough if nobody sees it. Learn how to drive traffic to your content to increase awareness and engagement with your business.

Move a Person through the Customer Journey

Once you get someone’s eyes on your content, it’s your job to move them through that customer journey. Learn how to leverage your content to generate profitable customer action (i.e. sales).


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About the Course

This four-week course with Jacob Ratliff dives into foundations of content marketing, focusing on how participants can use content marketing to grow their own businesses and increase sales.

At the end of the course, participants will have an outline of a content marketing strategy and will be able to move forward with developing and implementing that strategy in their own businesses.

Course Price: $400 (scholarships available)
Course Capacity: 10 Participants

You’ll Learn…

  • What content marketing is and why and how it works

  • How to develop and launch a content marketing plan that increases sales

  • How to determine what types of content to publish and how to drive traffic to that content

  • How to offer relevant, useful, and consistent content to your target market

  • How to offer different types of content to your target market

  • How to measure the success of your content marketing initiatives and adjust accordingly

Course Overview

Foundations of Content Marketing

Our 4-week content marketing course is split into weekly 2-hour sessions. Each session will include a review of the previous session as well as time to discuss each other’s progress in developing our own content marketing strategies.


Session 2: Engagement

In this session, we’ll focus on Engagement––how to take people who are aware of your business and turn them into people who engage with your content and with your business. We’ll talk about the different types of engagement, examine their challenges and opportunities, and unpack how best to boost each type.

Session 1: Customer Journey & Awareness

In our first session, we’ll talk about the what and how of content marketing––what it is, why it works, and how it boosts the bottom line of your business. We’ll delve more deeply into the Customer Journey and talk about how to use this model to grow your business. We’ll also talk about the Awareness––how to publish content and drive traffic that gets your business in front of more people.


Session 3: Subscription

Next, we’ll talk about Subscription––the act of using a lead magnet to turn a member of your engaged audience into a lead (someone who opts in via email). In this section, we’ll examine why lead generation is so important, and establish how to do it well.

Session 4: Conversion

Once someone is a lead, you have their contact information, so now it’s important to focus on Conversion––how you use that contact info to turn them from an email subscriber to a customer. In our final session, we’ll talk about best practices for making the best use of a lead’s contact information to convert customers.


Instructor: Jacob Ratliff

Jacob is the creator and founder of ashevilleMARKETER, a local digital marketing agency that focuses on content and email marketing. He has worked with a number of small businesses to develop and implement custom digital marketing strategies, and is passionate about helping small business owners and entrepreneurs succeed.

He has a Bachelor’s in English from Warren Wilson College and holds a Content Marketing Certification from DigitalMarketer. He is also a Keap Certified Partner, working closely with small businesses to bring advanced automation to their marketing initiatives.

Frequently asked questions

Is content marketing the right approach for my business?

Good question! Content marketing takes many forms, and shows up very differently among various types of businesses. That being said, it’s not the right approach for everyone. If you can answer “yes” to this simple question, then content marketing is probably a good fit for your business:

Is there value that you can offer your target market before you convert them to a customer?
(Think broadly here––this can look like educational content, entertainment, inspiration, or even just a free consultation.)

Still not quite sure? Email us at info@avlcontentmarketing.com, and we’ll set up a time to chat.

Do I have to attend all ClAss sessions?

We strongly recommend that you be able to attend all sessions. Missing just half of one session could leave you feeling lost in the weeds. If you find that you must miss a class, let us know, and we’ll video record the session so that you don’t miss anything.

What is the time commitment outside of class?

You’ll get as much from this course as you put into it. In order to get the most value out of this course, plan to spend 2-3 hours/week outside of class time. We recommend using this time to implement what we’ve talked about in the previous session into your own business’s content marketing plan––so that you can come to the next session with any clarifying questions or concerns.

What is the class size?

Class sizes are capped at 10 people. We value and maintain small class sizes because we want to create a welcoming, friendly experience for participants.

How tech-savvy do I need to be to take this course?

Not at all. We put the emphasis on the ideas and process of content marketing rather than the nitty gritty technical details. The ideas and concepts are far more important than the technical skill. We will, however, certainly talk about different options and tools for approaching the technical components.

What if the course dates don’t work for me?

Don’t worry! We offer this course on a regular basis, so you’ll always be able to take it the next time it’s offered. If it’s just a minor adjustment, let us know, and we’ll see if we’re able to adjust dates/times to fit everyone’s schedule!

Are Scholarships available?

We have a limited number of scholarships available, the funds for which are donated by other participants––upon registering, we offer every participant the opportunity to contribute to our scholarship fund. To inquire about scholarship availability, please contact info@avlcontentmarketing.com.

What is Your Refund Policy?

Cancellations prior to two weeks of the course start date will be refunded, minus a 25% processing fee. Cancellations within two weeks of the course start date will be not eligible for a refund unless someone else fills that vacant spot by the course start date; if that vacant spot is filled, payment will be refunded minus the same 25% processing fee.

Please email info@avlcontentmarketing.com to cancel or request a refund.