In this year's report, 'Modernising Learning: Delivering Results' we saw that 58% of L&D leaders say that staff are reluctant to engage with online learning, whilst only 38% of them have an ongoing communications plan in place. So what can we do about this? Here are 8 tips from the content marketing experts that can help us rethink the way that we engage learners.

1. ‘’Content marketing is about creating and distributing relevant and valuable content to attract, acquire, and engage a clearly-defined audiencein order to drive action.’’
Understand your audience
What are they struggling with?
What is important to them?
Aware
Interest
Engage
Apply
Influence
Develop a connection
Emotional: Entertain / Inspire
Rational: Educate / Convince
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!
BONUS TIP: Always have a
clearcall to action
Don’t Limit Distribution Channels
Think Retro!
Print/Posters/Email
Apply new thinking to old techniques
Bonus tip: Work the headlines!
•Short and sweet (8 words!)
•Lists –with numbers (odd ones!)
•News –“Exclusive interview with…”
•How-To’s–“Little known ways of...”
Managers
Experts
Peers
Draw on a rich toolkit!
Think about their journey
Engage Your Influencers
8Lessons from Content Marketing to Help L&D Leaders Engage Time-Starved Learners
How well are you engaging your staff?
Find out your Engagement Index as part of the
Towards Maturity Benchmark: www.towardsmaturity.org/benchmarktoday
Content Marketing Institute
What questions do staff have at each stage? Let’s answer them.
Toolkits
Demos
Games
Quizzes
Competitions
Case
Studies
Infographics
Blogs
News
Quotes
Testimonials
e-books
Opinion
Pieces
Articles
Guides
TEXT
IMAGE
PODCAST
3RD
PARTY
VIDEO
INTER-
ACTIVE
Research