Nobody puts content in a corner.

BENDING THE SPOON is a self-paced course designed to help experienced in-house content marketers gain influence, buy-in, and bargaining power at work.

I've been in that corner too. 


Over the course of my career from B2B SaaS content writer to manager to director, I kept coming across the same roadblocks:

I was told "content is king," but felt siloed and cut off from important marketing and business decisions. 

I had trouble finding the right data to prove content's value and maintain job security.

I'd create great content that wasn't noticed or used internally, wasting budget and failing to have a real impact

Sound familiar? 


The problem is the basic content marketing courses on the market all teach you the "work" itself — SEO, content strategy, distribution, editorial planning — but not everything else you need to know to win. 


Like nearly every other content leader I know, I learned how to run the gauntlet through trial and error. (And then I made this course so you don't have to.) 

What You'll Learn

SEE THE MATRIX

Content is different from other marketing activities. Avoid the vicious cycle of B2B content to turn that difference into a strategic advantage.

FIND THE DATA YOU NEED

Content gets left out of "the room where it happens" because we struggle to bring the right data to the table. Let's fix that.

SPEAK YOUR EXECS' LANGUAGE

Content marketers are from Venus, CEOs are from Mars. Discover what matters to leadership and how to communicate to gain buy-in.

INCREASE CONTENT'S VALUE IN YOUR ORG

Build the critical cross-functional partnerships that get your content seen, shared, remembered, and celebrated by other teams.

WHAT YOU GET:

Lifetime access to Bending the Spoon, including all future additions, bonuses, and updates

5 modules with 20+ lessons plus a resource list

7 actionable guides, templates, and worksheets to put theory into practice

PLUS TIPS & EXPERT INSIGHTS FROM 8 CONTENT LEADERS:
RYAN BAUM

Content leader

and strategist

ALLIE BEAZELL

Marketing leader and advisor

FIO DOSSETTO

Senior content strategist

LINDA LEUNG

Content director and consultant 

ASHLEY SAVA

Director of content strategy

CHLOE THOMPSON

Global content strategy director

TRACEY WALLACE

Director of content


JAMES ZAYNER

Growth marketing leader

"Bending the Spoon is the content crash course I didn't know I needed. The course material is filled with actionable insights for both leaders and practitioners alike. The deep dive on rethinking data was incredibly helpful for me personally, as well as the interesting perspectives from pros across the discipline sprinkled throughout. Taking this course is time well spent!"

Nate Roy
Director of Brand and Content

"Bending the Spoon is the real deal and Lauren understands content marketing at a level I never imagined. This course is quite literally transforming the way I see content on a day-to-day basis. If you only take away one thing from her lessons, let it be this: instead of surrounding campaigns with content, surround your content with campaigns."


Josh Goldberg
Senior Content Strategist

FAQs

  • Is this course a good fit for me?
    This resource is for content marketers who already know the basics. Topics you won’t find here include coming up with content topics, doing keyword research, interviewing customers, or distributing your content in 536 places. All of those things are important, but you can learn them from other experts.

    Bending the Spoon is more about "the work around the work" — building the strategic, social, political, and data-driven processes to get content seen and valued. If you're new to content, we are so happy you're here! It's just likely not time yet.
  • Is Bending the Spoon all big ideas and no actionable takeaways?
    Don't you *hate* courses like that? Me too. If I built something like that I'd have to start calling myself a "thought leader" and writing my LinkedIn posts with weird line breaks. Gross.

    There are some big ideas here, but my goal is to provide you with as many resources, processes, and takeaways from experienced experts as possible, WHILE acknowledging that every organization and every content marketer is different. Worry not: there is meat on these bones.
  • Are there certain tools I need to have?
    One (large) section of this course is about leveraging data to show content's value. I try to be as agnostic to platform as possible, but some of my tutorials show how to do things in Hubspot (or Hubspot and Salesforce). If you're using other platforms, these tactics are still theoretically doable, but you just won't have me to walk you through the specifics.
  • What if I need extra help?
    Need technical support or have a quick question about a lesson? I am happy to help.

    If you're wanting more strategic support applying what you learn to your content practice, I offer two versions of Bending the Spoon: course only and course plus a 30-minute content success call (subject to availability). Check out the pricing at the bottom of the page to choose the option that's best for you.
  • Can I use professional development funds for this? Do you offer package deals for my team?
    Yes and yes! Just about half of the people who register for Bending the Spoon are using their company's professional development benefit — I've priced it so that this is typically covered. I do also offer volume discounts for content teams of two or more. Reach out to me on LinkedIn for rates and details!

"With a mix of wit and BTDT wisdom, Lauren captures so much of the frustration content marketers face when trying to create functional (and cross-functional) content programs. Whether you’re starting from scratch or trying to revamp an existing content program, Bending the Spoon helps clarify a path to measurable, sustainable value that all teams can appreciate, from sales and customer success to product and exec leadership. Finally, content will get the respect it deserves."

Sarah Close
Director of Content & Creative Marketing @ Databook
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+ 1:1 Content Success Session
Get the course now AND book a 60-minute success call with Lauren Lang
Add to cart$249.00
  • Total payment
  • Bending the Spoon$350

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