Are you seeing a lower return of effort for traditional premium content like whitepapers, training calls, ebooks and more?
Alternatively, do you find the biggest results just aren’t there for the work you put into the creation? In that case, you’re not alone. While these offers can provide in-depth insights for prospects, not every prospect sees the value in them.
Nevertheless, we continue offering premium content to build trust through the entire buyer’s journey and learn details about prospects along the way.
And yet, the issue remains: Exactly where do you draw the line among offering free, useful articles and charging for your professional knowledge and insight?
Some brands are beginning in order to define this blurry series by developing their own learning management systems (LMS), being a private hub for compensated access to their best educational sources.
And yes, you can even develop an LMS in HubSpot. Here, we’ll explore such a learning management system is, the benefits of using one, and how you can repurpose content into your own guided learning course.
Let’s dive in.
What’s a learning administration system (LMS)?
First, let’s first make sure we’re on a single page with a definition.
A learning management system (LMS) is a software application to administer, record, track, report on plus deliver educational courses, coaching programs, or learning and development programs.
It’s a portal that users can log into to exclusively access the premium content you develop specifically for your paid market. (Paid can mean literal monetary payment or the currency associated with data/membership).
While on-line courses aren’t new, utilizing a learning management system (LMS) to deliver premium content is still uncharted territory for most manufacturers.
As marketers, we’re always trying to create valuable content. But in a crowded market place, it can be difficult to demonstrate worth in your content even if you have a strong content marketing strategy.
That is where a guided learning course can prove beneficial. A guided learning course can offer in-depth solutions to your prospects’ issues, and ultimately, can provide your organization with higher-quality leads.
Making LMS’ invaluable to anybody wanting to create a guided learning course, since courses need to be built on a LMS.
To explore the importance of guided understanding courses, let’s consider an example. Parenthetically you have two competitors, and both offer a webinar upon “Email Marketing Strategy”.
In order to differentiate your own brand, picture instead you take an hour-long webinar and split it up into a dozen topics for five-to-seven minutes every. That could easily be offered as a 12-module course.
Your prospect can now go through the articles on their own time and only explore the sections that feel relevant to them, versus having to sit and listen to a good hour-long webinar. The understanding and value is amplified and fits the nature showing how your prospect actually wants to consume the content.
Why use an LMS?
Once we know what an LMS is, it’s time to explore exactly why . As you learn exactly what an LMS is and exactly how it works for users, why don’t dig into why it could change your business.
1 . Consumer Accessibility
Right now most entrepreneurs create an ebook, advertise that PDF through blog posts and social posts, after that use workflows and email messages to “guide” prospects plus contacts throughout the journey.
We can tell when someone downloads the PDF, but we have no idea how much they eat. Then, with emails, info can get lost on the consumer side of the equation. So many of us delete emails or even forget what the exact term in an email is wish searching for … it can quickly become a mess.
An LMS allows the user flexibility to go back into the journey and see what they have to see inside a comprehensive website.
Users no longer have to rely on email messages. Instead, they can reference each step in the learning path, see what’s next, and enjoy an even more realistic and user-friendly experience.
2 . Buyer’s Journey Trackability
On the marketer’s side, an LMS provides us with additional data points to better understand a prospect’s position within the buyer’s journey — particularly when using an LMS for guide management and education.
Imagine a world where you can be careful about your buyer discover your content throughout their awareness stage, and move through consideration and into the decision stage, all within your environment.
It’s possible to track a prospect’s journey throughout the buying stages with guided learning courses that tailor to users in different stages of the potential buyer’s journey — this is what truly creating content for the buyer’s journey looks like.
With a webinar or PDF, you’re remaining wondering how much someone ingested. You don’t have access to the data along with PDFs. You know prospects down loaded it, but did they actually consume the information? For the most part, it’s the same with webinars in the user level.
When you use guided learning or an LMS, you can see every module or every single page they seen, and how far through the training course users got. You can calculate to make sure it’s effective generally, and you can also measure the purpose and automate your techniques based on topic performance as well as individual chapter performance.
3. Cross-Device Consumption
Want to know a bonus to creating a guided learning course that customers sign into for intake? Think about a frictionless cross-device experience.
How often do all of us start a video or write-up on our laptop while working or researching, only to want to continue it on our telephone later? This is especially true when the articles is longer than a 2-minute video.
When a user has a membership to your LMS, they could go to their laptop, their particular phone, their iPad . wherever they want to consume content material at that moment, and it’s there awaiting them. That’s winning with UX!
Guided Learning Course Examples
What does a understanding management system look like in practice? Let’s take a look at two good examples right under our noses.
1 . HubSpot Academy
HubSpot Academy is a great example of utilizing an LMS for lead generation and trust building.
Academy programs teach users all about HubSpot’s philosophy and mindset. Customers can learn about HubSpot just before purchasing HubSpot’s products or services — but users can also find out about a variety of other marketing, product sales, service, and web design subjects without ever becoming a HubSpot customer.
Consider the Marketing Software Certification course. Instead of a PDF with screenshots, customers can walk through videos with screen-sharing options, down load study guides, and take quizzes and exams on the way to assess progress.
2 . SEMrush Academy
SEMrush provides solutions for SEO, PPC, content, social media, and competing research. To appeal to each prospects and users, the business created SEMrush Academy, an electronic digital Marketing guided learning program with courses on SEARCH ENGINE OPTIMIZATION, content marketing, PPC, and more. SEMrush Academy is totally free and offers a certification whenever users complete courses.
On top of that, the guided learning courses have both video plus text with some of the industry’s most well-known digital marketing professionals, and while all classes are offered in English, most of them are also offered in Spanish.
Whether or not you’re a content online marketer looking to up your game or you’re already a customer of SEMrush, you’ll undeniably find value in their courses, which range from beginner to advanced.
For more inspiration, take a look at 60 Best Totally free Online Courses For Anything you Want to Learn.
How to Repurpose Your Content into a Guided Learning Program
If you’re thinking, “Wait one minute… Now I have to create all of this new content? ” take a breath. Yes, new content material is needed. However , you can also repurpose content you already have since you’re creating new content for your LMS strategy.
Most of your existing articles can be reimagined into a led learning course.
You can review popular ebooks, webinars, pillar pages, blog posts, slide decks and more to create a multimedia training course to serve your customers. You can even turn toolkits and related offers into guided studying opportunities.
For instance, you might consider taking your ebook and using each chapter as a chapter or even module in your course. In addition , you might take some home elevators the subject from various blog posts and turn it into a directory or template format pertaining to users to try for themselves.
At Impulse Creative, we can turn our Brand Plan ebook into the Brand Plan Course and create a whole new offering. Here’s how that could look:
You get the concept. Each chapter becomes a component, and the subjects in individuals chapters become the videos that make up the course. This way, you can keep videos shorter to get more bite-sized consumption.
Additionally , an individual perform a content audit to discover what pieces you have and exactly what problems each one solves prior to placing them into buckets. Then, you can take each of these buckets and create a course.
The content you have will act as a storyboard so you can script your video clips. Then you can use the existing content with a slight refresh as the bonus materials in your courses.
Brands find themselves at a critical level today… Traditional content may feel stale — plus users are demanding a lot more.
There is a major opportunity for the particular LMS to serve multiple facets of your business, from leads generation to sales or client success. Ultimately, you’ll want to work out how a LMS could serve your own business needs, along with the needs of your prospects plus customers.