I’m a big believer that everyone is a marketer in some way.
It’s a core activity we do in our career, from discussing career development to showcasing our work. Marketing plays a part in all of this.
This doesn’t mean you need to be an expert, but you’ll certainly be well served to be savvy in this area.
If there is one thing which has served me well (and particularly well in the world of workplace learning) it’s understanding the basics of marketing and how humans engage with content. I’ve spoken a little bit about this before with lessons from the world of neuroscience with content connection.
Let me share some tips that I’ve learnt through my own learning experiences and from mentors.
What doesn’t work
Here’s a classic example of failed attempts at drawing attention to content on collaboration tools and email.
Let’s talk about why this doesn’t land well with others.
The 3 areas of headlines, context and visuals are simple things that we can utilise to great impact. 90% of the time this is how I see people try to market their content internally and even externally through vendors too.
I’ve found that not only the conversion rate but also the value of these types of posts is zero.
So, how can we make this better?
What good looks like
How does that look and feel? Better, right?
Let’s talk about why and how we can construct more messages like this.
Now, I’ve used a message on a collaboration tool to demonstrate this. Yet, you can apply what we’ve walked through here across many channels.
None of this is some secret sauce or a guarantee that you’ll get crazy engagement and conversion on every post you share with your workforce.
It’s a framework which can help each of us to create better communication campaigns for our audiences. The course of all of this is providing value.
If your sole goal is to just sell content to your people from your content libraries, this will never work. Put usefulness and value at the core of your comms and marketing strategy to build credibility.
These are just a few thoughts on how we can all be smarter with content marketing for learning resources. I’ll talk about this more in future posts.
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👉 The simple science of content engagement