Why You Should Teach Your Audience: The Power of a 101 Course for Your Industry

Customers are no longer passively waiting for sales reps to show them the way. They’re actively researching online, consuming content, and making decisions before they even engage with a company.

Whether they’re trying to understand the problem they’re facing, researching solutions, or figuring out how to get started, they’re seeking information. And they’re looking for businesses that will guide them through this learning process.

As an expert in your industry, you hold a wealth of knowledge. You understand your products, services, and solutions inside and out. More importantly, you’ve been solving these challenges for years. So, how do you bridge the gap between what your customers are seeking and what you have to offer?

The answer is simple: Teach your audience.

The most effective thing you can do with your content is to educate them. By sharing your expertise and guiding them through the fundamentals of your industry, you empower them to make well-informed decisions, all while positioning yourself as the trusted authority they turn to for advice.

The Benefits of Teaching Your Audience

When you focus on teaching, you’re doing more than just putting out content. You’re creating long-term value for your potential customers. Here’s why this approach works:

1. You build trust: When you help someone solve a problem through education, you’re not just a seller—you’re a trusted expert. This trust translates into loyalty and keeps you top of mind when they’re ready to make a purchase.
2. You expand your reach: People are actively searching for information, not just products. By educating them, you increase the likelihood of being discovered online by those searching for insights on their challenges.
3. You differentiate yourself from competitors: Not everyone is willing to give away knowledge for free. By positioning yourself as the ‘favorite teacher’ in your industry, you stand out from competitors who are just trying to sell.
4. You empower customers to make decisions: An informed buyer is more likely to make a confident purchase. By teaching your audience, you help them feel ready to take the next step, which often leads to quicker sales cycles and better customer relationships.

Create a 101 Course Outline: The Blueprint for Educational Content

So how do you teach your audience effectively?

The best place to start is by imagining yourself as a professor designing a 101-level course for someone new to your industry. Think about the core concepts and foundational knowledge they need to have. What would you include in your course syllabus if you were tasked with bringing a novice up to speed?

Here’s how to create your own 101 course outline:

1. Identify the key topics: Start by listing the fundamental topics that a beginner should know. This could include things like industry terminology, common problems, solutions, processes, or best practices. For example, if you’re in the software industry, your 101-level topics might include:
   • Introduction to the problem your software solves
   • Key features and benefits of different solutions
   • How to implement and use the software
   • Common mistakes and troubleshooting
2. Break it down into simple lessons: Each of these core topics can be expanded into individual lessons. Aim to explain things in simple terms and avoid assuming your audience already knows the jargon or insider knowledge of your industry.
3. Organize it in a logical flow: Structure your content as you would a course syllabus. Start with the basics and gradually build on the complexity of topics as your audience becomes more familiar.

Turning Your 101 Outline into Powerful Content

Once you have your 101 course outline, you’ve created a content roadmap. This outline becomes the foundation for all your educational content, from blog posts and videos to webinars and downloadable guides. Each topic or lesson from your outline can be turned into a piece of content that educates and engages your audience.

Here’s how you can turn each topic into content:

1. Blog posts: Break down each lesson into a detailed blog post. Use a mix of text, images, and even videos to clearly explain the topic. This helps you get found by people searching for these specific answers.
2. Videos: Some concepts are easier to understand visually. Turn key topics into explainer videos or “how-to” tutorials. These can be shared on social media, YouTube, or embedded in your blog posts.
3. Webinars: For more complex topics, host a live or recorded webinar where you can dive deeper into a subject and answer questions in real time. Webinars are a great way to connect with your audience on a personal level and provide even more value.
4. Guides and Lead Magnets: Compile several related topics into a comprehensive guide that can serve as a reference for your audience. This is also a great opportunity to use lead magnets by offering the guide in exchange for an email address.
5. Podcasts and interviews: If your audience is more likely to consume content on the go, consider turning some of your lessons into podcast episodes or interviews with industry experts.

Why This Approach Works

By following this 101-course approach, you create a systemized way to produce content that educates your audience and showcases your expertise. Here’s why it works:

• Search engine optimization (SEO): People search online for answers to their problems. When you create content based on these fundamental questions, you increase your chances of being discovered by new prospects.
• Authority building: As you consistently publish educational content, you position yourself as a go-to resource in your industry. Over time, this builds your authority and makes you the “favorite teacher” your audience returns to.
• Lead generation: Educational content often attracts early-stage buyers who are just starting to learn about their problem. By capturing their attention early, you can guide them through the buyer’s journey until they’re ready to make a purchase.
• Relationship building: Teaching is personal. By taking the time to educate your audience, you build trust and nurture relationships. Even if they’re not ready to buy right away, they’ll remember you when they are.

Real-World Example: Turning Expertise into Educational Content

Let’s say you’re in the machinery industry and your customers often struggle with maintaining their equipment. You could create a 101 course around “Equipment Maintenance for Beginners.” Here’s what that might look like:

• Lesson 1: Introduction to the different types of machinery in your industry
• Lesson 2: Common maintenance challenges and how to avoid them
• Lesson 3: A step-by-step guide to daily maintenance routines
• Lesson 4: Troubleshooting tips for common problems
• Lesson 5: Recommended tools and resources for effective maintenance

Each of these lessons could be turned into blog posts, short videos, or even a comprehensive guide. Over time, this builds a library of resources that not only educates your audience but also keeps them engaged with your brand.

Become the Favorite Teacher in Your Industry

By teaching your audience the basics of your industry, you become the expert they turn to when they’re ready to buy. The 101-course outline isn’t just a content plan—it’s a strategy that helps you expand your reach, build authority, and generate more sales. So, what will your 101 course look like?

For this week's action items, I want you to outline your 101 course. Put your professor hat on and start to brainstorm how you can be the favorite teacher.

Here are action items to get you started:

1. Brainstorm Core Topics - Take 30 minutes to brainstorm the core topics your audience needs to know to understand the basics of your industry. Think about the common questions they ask and the foundational knowledge they need.
2. Organize the Lessons - Organize these topics into a logical order. This outline will serve as your blueprint for future content, so keep it simple and focused on the key concepts.
3. Create Your First Content Piece - Select one of the lessons for your course and create a simple content piece. This can be a social post, blog post, video, etc. Take action on building your educational content.