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When was the last time you did something that you weren’t planning to do?
What captured your attention?
How many of us are time starved?
When did you last take a chosen detour?
What caused you to do something different?
Why did it capture your attention and focus?
What captures our attention?
of L&D leaders say their staff are reluctant to engage with online learning
44%
Engagement needs more than just
promotion.
Review
CustomersAnd Products
Planning the Mix
Action
MarketResearch
Business Objectives
Grabbing Their Attention: Thinking Like a Marketer
PeopleProduct
PlacePrice
Promotion
‘’Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience – with the objective of driving profitable
customer action.’’
Content Marketing Institute
Lessons from Content Marketing
COMMUNICATING WITHOUT SELLING
Lessons from content marketing 1:
Understanding your audience
Getting inside the heads of our starved workers?
• What are they struggling with?
• What is important to them?
52% believe their company clearly communicates learning opportunities
66% staff want recognition that they have completed online learning
Lessons from content marketing 2:
Think about the journey
Awareness
Interest
Engagement
Influence
Application
Lessons from content marketing 3:
Develop a Connection
Entertain Inspire
Educate Convince
Lessons from content marketing 4:
Draw on a Rich Toolkit!
Infographics
Blogs
Toolkits
News
Quotes
Testimonials
e-books
OpinionPieces
Articles
Guides
CaseStudies
DemonstrationsIMAGE
VIDEO
TEXT
PODCAST
3RDPARTY
INTERACTIVE
Games
Quizzes
Competition
Research
Lesson 5: CREATE THE
SIZZLE
• Relevant• Unique• Tell a story• Move your audience to
respond– Create conversation– Stimulate Interaction– Call to Act
• Readable - your learners don’t read, they scan!
• Work the headlines
Lessons from content marketing 6:
Don’t Limit Distribution Channels
Information Conversation
DirectMail Webinars Social
MediaFace to
faceWebsite
Lessons From Content Marketing 7:
Think Retro: Old Techniques, New Methods
Newsletters
Posters
Bonus tips: Work The Headlines
• Short and sweet (8 words!)• Lists with numbers (odd ones!)• News headline – exclusive interview
with ....• How to headline – Little known ways
of ....• Question headline – Who else wants....• Promise – what are you promising?• Targeted to audience – a managers
guide to…• Simple/Obvious• Action verbs
Lessons from Content Marketing 8:
Engage Your Influencers
Who influences our
staff?
40% Managers
7% L&D
Key Influencers
Experts Peers
WORKING THIS OUT IN PRACTICE!
Imagine you are a content marketing expert…
Exercise:
Your client is rolling out a new eLearning programme
An organisational values programme aimed at all staff.
Goal 100% completion & anecdotal evidence of behaviour change
YOUR TASK:Help them create a communications plan to capture the
attention of their time-starved staff
Become aware of programme
Be interested in involvement
Engage in the course
Influence others to participate
Goal: Establish a content marketing plan that will cause them to:
CSA SophieManager Mike:
Head-Office Helen:
Apply learning at work
TASK: In 10 minutes, come up with 3 content ideas and 1 killer
headline that will capture their attention:
ContentType
What stage of the journey will this influence?
How will you distribute content?
When will you distribute?
1
2
3
One Killer Headline:
CSA Sophie
Task: What approach will you use to engage Sophie?
ContentType
What stage of the journey
will this influence?
How will you distribute content?
When will you
distribute?
1 Photo Competition - what illustrates ‘commitment’ for you?
Awareness/Interest
MicrositeCompany TV channel
Throughout campaign
2 Case study – how colleagues have used values to change ..
ApplyInfluenceEngage
ForumYammerVideo
After 2 weeks of launch
One Killer Headline: Exclusive interview with ____________ – Why I Wish I Had Values!
Example
Aware
Interest
Engage/Participate
Apply
Influence
Audience:
Goal:
Over to you 3 content ideas and 1 killer headline
that will capture their attention:
Be prepared to feedback in just
1 minute
Have one set of legible notes to
hand in!
FEEDBACK
Lessons from Content Marketing: Bonus Lesson
Make a Plan!
Top performers are Twice as likely to have a
communications plan in
place for all key stakeholders
LESSONS FROM CONTENT MARKETING
1 • Understand your audience
2 • Map out the journey
3 • Develop a connection
4 • Create the Sizzle
5 • Draw on a rich toolkit
6 • Don’t limit distribution channels
7 • Think Retro!
8 • Engage your influencers
Make a
Plan!
Engaging Learners There Are Some Things We Can Control!
Top learning companies following a new type of Learning Agenda that is bringing HR, Individuals and company needs together. One aspect of that is having a truly customer activated learning strategy
0% 20% 40% 60% 80%
Learners put what they learn into practice quickly
Learners recommend e-learning to colleagues to improve job performance
We have noticed positive changes in staff behaviour
Managers agree that e-learning delivers additional business benefit
Bottom quartile Sample average Top learning companies
Top Learning Companies Report More Engagement:
By understanding and responding specifically to learner needs , top learning companies are also reporting more engagement than average - across the board
Engaging time starved learners
The NEW Towards Maturity Engagement index
Exploring the behaviours of the top learning companies led us to identify a new Towards Maturity Engagement index www.towardsmaturity.org/in-focus/engagement2014
Winning Hearts
and Minds
The Bigger Picture
The NEW Towards Maturity Engagement index
# Benefits achieved # Barriers reported
Engagement index Quartile
The Holistic approach delivers
YOUR NEXT STEPS?
Cut through the noise!
Receive your freecopy of ‘Building Staff Engagement’
Follow the conversation on Twitter: #GetTheEdge2014
Show me the Value-How to promote mandatory training
and
The Towards Maturity Benchmark study is made possible thanks to Towards Maturity’s Ambassadors:
Leading learning organisations who share our passion that independent research should be freely available to all .
To join or find out more go to:
www.towardsmaturity.org/ambassadors
About UsTowards Maturity is a benchmarking practice that provides authoritative
research and expert consultancy services to help assess and improve the effectiveness and consistency of
L&D performance within organisations. It leverages the data gathered from the largest learning technology benchmark in Europe.
Download our case studies to support your business case for change at
www.towardsmaturity.org
Find out your own Towards Maturity Index to see if you are amongst the
top learning companies at http://mybenchmark.towardsmaturity.org/
LauraovertonTowardsmaturityNew Learning Benchmarksn
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