From Zero to Hero: Marketing Techniques for Captivating L&D Content

Unlock the secret to creating L&D content that captivates, engages, and transforms. Discover how to harness the power of marketing techniques to craft learning experiences your audience can’t resist. Join this session to revolutionize your L&D strategy and watch your results soar.

In this session, you will:

* Develop detailed learner personas to inform content creation, tailoring materials to specific audience needs and preferences.

* Apply proven marketing copywriting techniques to craft compelling L&D content that engages learners and enhances retention.

* Implement visual marketing strategies to create meaningful L&D materials that capture attention and improve learning outcomes.

Ready to take your L&D strategies to the next level? Don't let this transformative approach end here. Dive deeper into these game-changing techniques with our comprehensive guide, "Think Like a Marketer, Train Like an L&D Pro."

This essential book expands on everything you've learned today with actionable frameworks, real-world case studies, and exclusive strategies not covered in this session.

Visit https://trainlikeamarketer.com now to get your copy and continue your journey toward creating learning experiences that truly resonate and deliver measurable results. Your learners—and your organization—will thank you!

Transcript

1. From Zero to Hero: Marketing Techniques for Captivating L&D Content
2. trainlikeamarketer.com Bianca Baumann Mike Taylor
3. trainlikeamarketer.com Why Marketing?
4. L&D and Marketing share a COMMON GOAL
5. trainlikeamarketer.com How to get people's attention and help them think and act in new ways.
6. trainlikeamarketer.com DIFFERENT APPROACHES
7. What is the difference? Teaches Persuades
8. trainlikeamarketer.com Captivate Attention Know Your Audience Learner Personas SURE Principles
9. Learner Personas Get to know your learners 1
10. trainlikeamarketer.com What do you know about learner personas?
11. trainlikeamarketer.com “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” Dale Carnegie Writer and Teacher
12. trainlikeamarketer.com What’s important to your learners?
13. trainlikeamarketer.com Experience should be bottom-up and personal Human Experience PROFESSIONAL (The Work) PERSONAL (The Individual) ORGANIZATION-LED (Top Down) EMPLOYEE-LED (Bottom-up) 2019 Deloitte Global Human Capital Trend Report
14. trainlikeamarketer.com Human Experience PROFESSIONAL (The Work) PERSONAL (The Individual) ORGANIZATION-LED (Top Down) EMPLOYEE-LED (Bottom-up) When experience is bottom-up and personal, it becomes focused on “human experience” Employee Engagement (ping pong tables) Human Experience Work/Life Balance (centered around work) Employee Experience (processes and workflows) Am I making a difference? ( 2019 Deloitte Global Human Capital Trend Report
15. trainlikeamarketer.com • High performing first-level manager • Leads IT development projects at a Fortune 500 company • New York City • 41 years old • Two children under the age of 5 • High performing first-level manager • Leads IT development projects at a Fortune 500 company • New York City • 41 years old • Two children under the age of 5 Motivated by success, recognition, and financial well-being. Motivated by purpose, solving difficult problems, and leading a balanced life. JANE trainlikeamarketer.com KASSANDRA
16. trainlikeamarketer.com Cater to motivations at the individual level to unleash the potential of each person.
17. trainlikeamarketer.com Human Experience MOTIVATION EMOTIONS BEHAVIOR 2025 Deloitte Global Human Capital Trend Report
18. trainlikeamarketer.com We need to customize the design and experience of work and workforce practices.
19. trainlikeamarketer.com Learner Personas Research-based representation of your typical learner, supporting human-centric design. Looking at: • work • the worker • the work environment.
20. SEE HEAR DO THINK & FEEL NEEDS PAIN POINTS Learner Personas
21. 2 3 1 trainlikeamarketer.com Learner Persona Creation GATHER INFORMATION ANALYZE INFORMATION CREATE PERSONAS • Interviews • Observations • Surveys • Focus groups • Data • Similarities • Trends • Outliers • Aggregate information • Confirm with learners • Rollout personas
22. trainlikeamarketer.com Answer your employees’ question: Why do I work?
23. trainlikeamarketer.com Age: 26 Location: Nashville, TN Tenure: 5 years Role: Sales Consultant Education: High School Goal: Own his own franchise Tech-savviness: High Interests: Running and reading Best time to learn: Late in the day Access training through: Any digital format Other: He volunteers his time at a local charity • Jordan sees a lack of inventory every day • Jordan sees happy customers, but also disgruntled customers that aren’t happy with delivery delays • Jordan sees long, virtual trainings that don’t meet his needs and are too long • Jordan sees a buggy Electronic Sales Guide • Jordan sees a cumbersome certification program • Jordan hears customers questioning the value of their brand • Jordan hears customers complaining about delivery delays • Jordan hears from satisfied customers after their kitchen has arrived • Jordan hears his boss telling him about having to take the certification training • Jordan hears from his coworkers that they miss in-person training • Jordan books meetings through email or over the phone, and takes walk-ins • Jordan assesses customers’ needs • Jordan helps customers find their perfect high-end kitchen • Jordan uses software while consulting customers on their new kitchens • Jordan follows-up with customers on a regular basis • Jordan feels frustrated because of the lack of products • Jordan loves helping customers and he feels satisfied when customers leave happy • Jordan thinks that in-person hands- on training is more valuable than online training • Jordan feels challenged talking to difficult customers • It’s challenging for Jordan to talk to customers that are frustrated because of the lack of inventory • Jordan doesn’t know how to convey his organization’s brand value to customers • Jordan doesn’t appreciate hour-long, online training sessions • It’s difficult for Jordan to have a seamless sales conversation when the Electronic Sales Guide doesn’t function properly • The certification process is too cumbersome and doesn’t teach Jordan the things he really needs to know about • Jordan needs tools and tactics that allow him to overcome challenging customer conversations due to the shortage of products • Jordan needs brand training to sell the value of the brand to customers • Jordan needs training that is shorter and in-person. He needs flexible training options that cater to his needs • Jordan needs an Electronic Sales Guide that has no bugs so he can delight his customers • Jordan needs the certification requirements to be changed so his training and learning is relevant to him SEE DO THINK & FEEL PAIN POINTS NEEDS Jordan Bark HEAR
24. 2 3 1 trainlikeamarketer.com Customization Manager- driven Approaches Modular Approaches Tech-driven Approaches
25. trainlikeamarketer.com Discussion How can you envision using learner personas in your organization?
26. Content That Clicks Create Content That Sticks 2
27. trainlikeamarketer.com NEWSFLASH!
28. trainlikeamarketer.com
29. www.trainlikeamarketer.com Don’t take it personally… nobody wants to read ANYTHING!
30. What You Can Do About It Start with great titles 1 2 3 trainlikeamarketer.com
31. trainlikeamarketer.com The title has a huge impact on effectiveness of content
32. 80% read the title Only 20% go beyond
33. trainlikeamarketer.com Captures Attention 1st impression determines engagement Sets Expectations Frames how content will be perceived Drives Action Determines if readers will continue or leave
34. trainlikeamarketer.com CoSchedule Headline Analyzer coschedule.com/headline-analyzer
35. trainlikeamarketer.com sharethrough Headline Analyzer headlines.sharethrough.com
36. What You Can Do About It Start with great titles 1 Use the SURE principle 2 3 trainlikeamarketer.com
37. S Simple Our brains crave simple, clear information, making readability key in L&D. trainlikeamarketer.com
38. Readability is a good proxy for learnability Look for ways to reduce the amount & complexity of your text trainlikeamarketer.com
39. trainlikeamarketer.com Flesch Reading Ease Score Typical insurance policy = 12 trainlikeamarketer.com
40. S Simple U Useful Ditch generic content and write for learners' problems. Just like marketers target customer needs Personas reveal this! trainlikeamarketer.com
41. S Simple U Useful R Resonate Emotions create learning that sticks. Facts alone don’t cut it. trainlikeamarketer.com
42. trainlikeamarketer.com
43. trainlikeamarketer.com
44. trainlikeamarketer.com Logic doesn't drive behavior. Emotions do.
45. trainlikeamarketer.com How marketers tap into emotion…
46. trainlikeamarketer.com VIDEO
47. trainlikeamarketer.com
48. S Simple U Useful R Resonate E Easy to skim Master visual hierarchy with headers, bite-sized chunks, and visuals. Skimmable content wins. trainlikeamarketer.com
49. trainlikeamarketer.com Visual Attention Words: 291 Flesch Reading Ease Score: 37.9 Words: 103 Flesch Reading Ease Score: 60.8
50. What You Can Do About It Start with great titles 1 Use the SURE principle 2 Close with a call to action (CTA) 3 trainlikeamarketer.com
51. trainlikeamarketer.com Call to Action (CTA) Clear direction on what to do and how it benefits them Transforms passive consumption into active participation
52. trainlikeamarketer.com Know your audience. Grab their attention. Deliver results.
53. trainlikeamarketer.com Discussion What will you try first?
54. trainlikeamarketer.com Available in the bookstore! trainlikeamarketer.com And anywhere books are sold
55. trainlikeamarketer.com Finish that sentence I learned… I’m beginning to think… I wonder… I was surprised that… I’m going to… Slides & resources