17 th June 2014 Laura Overton laura@towardsmaturity .org Grabbing the Attention of Time-Starved Learners
Grabbing the attention of time starved Learners
Aug 20, 2015
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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
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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.
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