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The shoemaker’s children. What a terrible concept, but we are all guilty. We spend so much time in our day-to-day work that we forget about ourselves, either to build our businesses or to build our personal brands. 

So many of you have told me that you have tons of ideas, but no time to write. Or you write and nothing ever happens to the content…no one shares or comments. Or you don’t even have time to think of topics and it remains on your to-do list, but keeps getting pushed to the bottom.

We all know we need great content. We all know it has to be better than anyone else. We all know it takes time. We all even know if we do it, we’ll see significant results. 

And yet…

What’s funny is we make time to send unwanted emails. We make time to write shoddy content that adds to the noise. We even make time to make cold calls. We even send mass, unwanted emails to journalists.  But we aren’t happy with any of it because none of it works. 

Let’s stop doing that! Let’s add real value, measure our efforts, and create things that produce results. Real results, not just more shares and more comments. Results that drive to an organization’s goals: More revenue, more donors, more subscribers, more trials, more, more, more, more, more.

I will teach you how to do this. I will teach you how to write really great content that is noticed by both the search engines and human beings. I will teach you how to distribute it in places that build a groundswell. I will teach you how to make your competitors say out loud, “How are they everywhere?” and try to mimic you (with little to no success). 

And does it work?

I wish I still had the tweet that Jayme Soulati sent when I first started using this process. It went something along the lines of, “Girl, you are EVERYWHERE! #RockHot

But the point is, yes it works.

Take a look at “PR metrics” on Google. We want to rank for that phrase so we put this process to work. Three of the four sites on the first page of Google results are to Spin Sucks. The fourth is to an article I wrote for OPENForum. So we own 40 percent of the first page of results.

Not too shabby, right?

It doesn’t take long for people to start noticing what you’re doing. In fact, people started asking me to help them do it.

I’ve always thanked them for the kind words and brushed it off. I never thought about creating an online course to teach you our process because I run a PR firm. We do this for our clients. It never occurred to me to teach it.

But the vision of Spin Sucks is to change the perception that people have of the PR industry. And what better way to do that than to teach all of you the process so we can create a movement and change the perception together? 

So we finally asked the question…

Does anyone want us to teach you how to use this process?

The response was overwhelmingly positive. You told us you want to learn our process. You want to get a kick in the butt and build some inertia to actually blog again. You want to use content to help your media relations efforts. And you want to affect sales.

It doesn’t get much more clear than that!

But (the Infamous But)

You’re probably also feeling a little nervous, and maybe even a little concerned. You may even be saying to yourself:

  • Can I really spend the time to take this course or will it be money down the drain?
  • What if I can’t get my boss or my client to stop asking me to write about products, new hires, and our company sales?
  • The digital agency our client works with won’t let us use organic content and media relations to build the brand…or they want to take credit for our work.
  • What if a journalist won’t include a link, like you’ve asked us to do?
  • I really, really hate math and data is so overwhelming. I’ll never get this. 
  • If it takes more than one click, you’ve lost me. I just can’t make it work.
  • I can't get access to Google Analytics and don't know how to ask for it.

Well, let me tell you about my friend (and client), Whitney Fay. Whitney is charged with writing for Lockbytes, the Locknet company blog. Locknet sells locks and doors.

Not a super sexy business. One that’s pretty hard to write content for because, well, there is only so much one can say about locks and doors. When she started working for the company, she had NO idea what to write.

But we taught her our process and it has worked out very well for them.

Now you know I’m not a big fan of vanity metrics, but we had to start somewhere and build a foundation. Since May, they have:

  • Increased their Twitter followers by 172 percent.
  • Increased their Facebook likes by 74 percent.
  • Increased their LinkedIn followers by 45 percent.
  • Increased social referral traffic to their website by 78 percent.

But most importantly (and the thing I care most about), they have increased their leads by 800 percent (they didn't have any leads at all before they started using our process).

If Whitney can write about locks and doors and have this kind of success, you can do it, too.

The Modern Blogging Masterclass Self-Study

The Modern Blogging Masterclass self-study includes four modules, with four or five lessons each, that teach you how to create content based on what your audience(s) truly care about, get it distributed in the right spots, and have measurable results to show for it.

I don't teach you how to write or how to write for blogs or how to get people to read and share them (though that will be an ancillary benefit). I do take you through our process, step-by-step, from choosing the right topics to finding the media who care about you—and have high influence for your business—and building your expertise along with qualified leads.

Here is what is included...

The Self-Study Curriculum Includes

  • How to build a plan to eventually rank for your highly competitive, priority keywords
    or phrases. 
  • How to find the questions your prospects are asking so you know what kinds of answers to provide.
  • How to build a content map, based on your organization’s priority keywords and the questions your prospects are asking.
  • How to determine your online competition so you can attract the right prospects and drive qualified leads.
  • How to repurpose content, create contributed content, and use media relations to reach new audiences.     
  • How to build landing pages that are specific to your goals (more investors, more
    sign-ups, more leads, more money) that you can track specifically to your efforts.
  • How to build content upgrades in existing content, to drive leads.
  • How to use traffic sources to drive the right traffic (and prospects) to your site.
  • How to build community, like we have at Spin Sucks.
  • How to create a dashboard and the kinds of metrics you should include.

What Do I Get with the Self-Study Course?

The Modern Blogging Masterclass launched last year as a pilot. We closed it at 150 spots so we could test, tweak, and work through issues as we went along...and not have so many students that we couldn't respond to them all.

The result of that pilot is four professionalized and animated video modules (they are pretty AND valuable!) that will teach you how to integrate owned and earned media for real business results. You'll be able to prove you are a revenue generator.

We are releasing one module each week, for four weeks, so it's easier for you to keep up with the work and move forward.

This is self-study, which means you won't have access to me or my team for questions. You do have to go it alone. But for the reduced price (50% off!), you will receive:

  • Four modules, which include four or five lessons each, for four weeks (don't worry...the lessons are only 10 minutes each).
  • Templates so you don't have to create anything from scratch and can just do the necessary work to show your boss or client you're a rock star.
  • Blank content maps to help keep you organized. 
  • Worksheets to help you work through the videos to build your unique content snowflake that will kick your competitor's butts.
  • Frequently asked questions from the pilot program.
  • ONE THING TO NOTE: There is a private Facebook group mentioned throughout the lessons. That is only offered to those who upgrade to the coaching portion of this program. It is not offered for the self-study. 

P.S. This is not an easy course. Between watching the modules (which most watched twice during the pilot), doing the homework, and preparing for the following week, you will end up spending about five hours a week on it. 

BUT. When you are finished, not only will you have a complete editorial calendar that is customized to your priority keywords, you will begin to see results immediately. Your domain authority will increase. Your search engine rankings will increase. And you will know how to track both qualified leads and sales so you can prove it was your communications program that made that money. 

You do need to have access to Google Analytics. It is nice if you have access to the content management system and can buy a membership to a lead pages site, such as Unbounce or LeadPages (but it’s not necessary).

You will receive one module every week, for four weeks. The first one will arrive when you register as a student and subsequent modules will arrive a week apart.