How To Set Up A Successful eLearning Content Marketing Campaign: 8 Essential Elements To Consider
Content marketing is a win-win for everyone involved. Readers get the information they need while your eLearning organization builds the buzz for a new product or service. It’s not as simple as posting a few articles online and hoping for the best, though. In fact, an effective eLearning content marketing campaign takes careful planning and continual analysis. Here are 8 key ingredients of a successful content marketing campaign for eLearning companies.
1. Clear Brand Image And Messaging
Every piece of eLearning content that you develop must reflect your brand message. This allows you to build credibility and attract your target audience, instead of creating confusion and missing out on a golden marketing opportunity. The individuals who view your eLearning content should know what you stand for, who you are, and your area of eLearning expertise. Above all, they must be able to see how your eLearning organization can benefit them. Before you create a single article, video, or post, you need to clarify your brand image and messaging. It’s also essential to incorporate your logo whenever possible and include pertinent contact details.
2. Plan Of Action
A successful content marketing campaign hinges on an effective plan of action. Identify which platforms you’ll use and what type of eLearning content you need to develop. You should also create a timeline complete with goals. This allows you to keep your posting schedule on track and avoid redundancies. For example, publishing similar articles on the same platform within a short time span. Last, but not least, this plan must be paired with a content marketing budget. Even if you’ll be creating all the eLearning content in house, there are still costs to consider, such as payroll hours and eLearning authoring tools.
3. Audience Research
Who are you creating your eLearning content for and what type of information do they need? That is the question you must consider in order to target your content marketing strategy. Conduct surveys and polls to research your audience and determine the best topics and delivery methods. Their background, preferences, and learning goals all come into play. Find out which types of eLearning content your site visitors are looking for so that you can live up to expectations.
4. eLearning Blog
An eLearning blog gives you the power to post eLearning content on a regular basis and build credibility. People know that they can rely on your eLearning expertise and look forward to each new information-packed blog post. However, the key to a successful eLearning blog is consistency. It’s best to create a posting schedule that features specific topics and product tie-ins. For example, the first post of May will feature tips to negotiate a deal and invite readers to enroll in your sales online training course. Another blogging option to consider is an online tour. Team up with other bloggers who will allow you to post free eLearning content on their site that includes backlinks.
5. Social Media Pages And Groups
No modern content marketing campaign is complete without a social media presence. The majority of us use social media on a daily basis to stay in the loop. As such, it’s the perfect outlet for eLearning companies who want to spread the word to their niche audience. Form a social media group or page where people can gather online and read about your latest eLearning products. These are also great places to post tips and tricks that will help readers in their everyday lives, or quick polls to gauge their level of interest.
6. Evergreen Articles
There are certain timely topics that warrant discussion, such as trending ideas or techniques that readers need to know about. However, evergreen articles give you the power to attract your audience for years to come. It’s wise to produce these timeless pieces periodically to drive traffic to your site on a continual basis. Be sure to include targeted keywords so that you rise in the search rankings. There are a variety of SEO keyword tools that can offer insight into saturation rates and popularity.
7. Interactive Multimedia
The perk of posting your eLearning content online is that you get to include interactive resources, such as links to online training videos or free samples of your eLearning course. You can also incorporate social media icons to enhance your online presence. A content marketing campaign gives you the chance to promote your eLearning products or services in a visual format. Instead of just including a bullet list of the key features, produce a video that explores the specs and benefits. Interactive multimedia may also include online training simulations that give readers a firsthand look at your eLearning product, as well as polls to help you gather valuable feedback.
8. Site Analytics
You need a way to determine the effectiveness of your eLearning content marketing campaign. This allows you to make changes accordingly and identify which techniques are worth the investment. Website and social media stats give you the data you need to fine-tune your content marketing approach. For example, the clicks on your recent Facebook post are surging. This indicates that you may want to cover the topic at length on your eLearning blog or possibly even produce a video. Site analytics enable you to detect trends and pinpoint what your readers are looking for. Thus, you can give them more of what they want and steer clear of topics that may be too controversial or miss the mark.
A successful eLearning content marketing campaign takes time, research, and effective resource allocation. However, the investment pays off in the form of long-term product promotion and consumer trust. You have the opportunity to establish your eLearning company as an expert in the field and become the go-to source of reliable information. Thus, prospects are more likely to enroll in your eLearning course or enlist your services when the time comes.
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