Content Marketing provides a dual purpose: to run and educate sales.
When we talk about content marketing, there is a great focus on how to sell your course. But there is another component that is equally important: Provide experience and education that establishes you as the industry leader and maintains the interest of your audience.
One of the great benefits of content marketing is that it allows you to put both of these together – and when you are in it, test new ideas for your curriculum content on your audience. In other words, you should not think about your content strategy different from your content strategy. Instead, meet with them to work together, and you will get more success by closing sales, increasing student satisfaction and a better completion rate.
Ready to start? Here’s how you can integrate your e-learning content strategy into five steps.
- Consider your audience.
All good content strategies start with the audience’s analysis. Knowing your learners helps you to present the right information correctly. Find out what motivates you to follow your content, what pain points you can solve for them and how you can encourage them and motivate them to succeed.
To a lesser extent, you will define your audience by targeting your message to a certain group of people. But it is never wise to understand that you know everything about that group – or your initial assumptions about you were right. So listen to feedback from your audience, and respond accordingly. If they tell you what content they want you to be ready for them, then better.
- Choose your platform.
The content comes in many forms: text, audio, video, images, infographics, you name it. You can use one or all of these to reach your audience, but you may want to focus on one or two major platforms to deliver your message.
A blog is the most obvious option, which will do the most for your SEO, and most likely to bring sustainable traffic. But if you’re already blogging, you can probably take the same content and re-record it as a podcast or YouTube series with minimal effort. The benefit here is that you now have a large collection of videos to use in future courses.
- Balance sales with instruction.
Not every piece of material is difficult to sell. If so, your marketing will seem self-serving, and your audience will decrease over time. Instead, use your content to develop relationships. When your learners know that they can engage with your content without constantly navigating product pitches, then you will be more likely to believe what you have to say.
In addition, using your content to give instructions, you give your learners the taste of their taste. When they see that there is a certain production quality in your video content, or there is a certain style of humor in your writing, they are going to sign up more comfortable for your course. Hopefully, they will learn anything on the way.
- Address new, creative, or breaking topics.
The content of the course, because it means to be repeatedly sold, there is often a slight gap. You want it to be relevant, but you probably do not update it every month. Similarly, instead of being involved in speculation, efforts have been made and focus on right industry knowledge.
Not so much the blog If something new comes up, your marketing material may be the first person to share that information with your learners. You will be relevant without informing the story that you pass. And if there are predictions about trends in your coming years, you engage your learners without tampering your otherwise grounded course content.
- Capitalize on what resonates.
Some content comes and goes without paying much attention to the share of your learners. But pieces of other materials can become unexpected light rods of interest. These are those you want to pay attention and want to expand.
When a piece of marketing material stops the discussion, it can be because it touches one of the top pain points of your audience. Or maybe it shines a lot of ideas among learners, who inspires them to take action. Whatever is the reason, take it as a sign that you should go deep into this subject. Doing so is likely to maintain the interest of your audience, and after some time it can find itself with a new curriculum.
Marketing content leads to course content.
To some extent, every piece of material produced by you is your own micro course (or should be). High-quality content marketing attracts people because it costs. It is not just a learning piece, but, it is designed to benefit some learners.
But after a time, that value can be made in the thing for which you can make money. There may be some rearrangement and editing required for this. It will almost certainly require an extension. In that light, Content Marketing is a rough draft for your final course content.
However, by sharing this content with your audience and learning from their reaction, you can polish some of your drafts in something owing. And you will do this with the assurance that the contents of that course are demanded, and those who have volunteered the inputs necessary to volunteer the content to the most interested people.
Therefore, if you have not yet made an e-learning content strategy, then it is time to start now. And if you have one, think of a closer look to see how it can work more closely with the contents of your course. You can find a new opportunity to expand your services, make your audience happy and build your profits.