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To survive in the learning tech marketplace, you have to produce lots of free content to attract search engines and buyers to your website. But content marketing is extremely time-consuming and without a long term plan, it can consume all your resources.

There is one way to create a lot of great content with a minimal amount of effort. This is through a single downloadable eBook that you can repurpose into many different forms.

In this article, I’ll share tips to maximize results with an effective content marketing strategy that hinges on one eBook.

Content Marketing is a Crucial Marketing Strategy … but Drains Resources

It’s an essential part of any tech companies’ marketing plan. If you produce good content, there’s no better way for qualified buyers to find you through Google searches.

However, it can be expensive and time consuming to develop good content, especially if you do it in an ad-hoc manner. I have worked with several companies who had hundreds of pieces of content, but only a few are downloaded regularly. It’s no coincidence that they put a lot of effort into those few high-performers.

The market is flooded with mediocre content. You must add something more to make it worth the effort.

To do it right and on a limited budget, you need to first develop a long-term content plan that is focused on high-quality content that is designed around being re-used.

The Value of Repurposing Content

If you’re writing an eBook, then write it in a modular format and break it into five or ten sections that you repurpose into blogs. An eBook is the perfect thing to also convert into a webinar. And if you plan to speak at conferences, then the eBook can be converted for that as well.

This approach transforms a single eBook, typically suitable for just one or two social media posts, into a multifaceted content campaign. It’s not just an eBook anymore; it becomes a webinar, five blog posts, and more, offering almost unlimited possibilities.

In my experience with content campaigns following this strategy, we’ve been able to create over fifty social media posts from just one eBook, along with all the additional content derived from it.

Imagine writing one eBook and using it for six months to a year of content marketing!

Here are some bits of advice to build a successful marketing strategy around one eBook.

Focus on a Problem-Solving Topic

If you’re going to focus on one eBook, then the topic needs to be compelling. It needs to be valuable to your most ideal buyers, and nothing is more important to your buyer than solving their biggest problems.

If your eBook addresses their problem head-on, then it will be attractive to buyers. To do this, you need to be clear about what the problem is.

Let’s say that your ideal buyer works for a software company that does a lot of customer training. Their big problem is that customers don’t consume enough of their training, which leads to under-educated customers and more help desk calls. Even more importantly, their customers are likely to be unsatisfied and less likely to renew their product.

Those are huge problems. You could write several eBooks on this topic, but if you had to start with just one, it could be something like, “5 ways to increase software education,” or “5 ways to develop a more educated customer.”

Of course, your product has to be part of the solution to these problems and should be included in the eBook, but not with a direct sales pitch. Remember that the goal of content marketing is not to sell your product, but to find the buyers who have the problem you solve. The secondary goal is to establish your company as the expert on a topic and create goodwill by giving away something of value.

eBook - The ultimate guide to LMS marketing

Make It Part of Your SEO Strategy

It’s also important to optimize your content for SEO. You need to know what words your target buyers use to describe their problems or search for solutions. This is crucial because the words they use will be a part of their Google search.

Where do you put this content, other than on your website and social media? It’s important to rank higher in Google searches by gaining backlinks from industry-related websites that have high domain authority. My personal favorite is eLearningIndustry.com since it has a huge following and is focused on the learning technology industry. You can also reach out to other industry websites or to your partners to write guest blogs for their sites.

And keep in mind that it’s better to focus your SEO efforts on more specific, “long-tail” keywords, like ‘best LMS to train dealer networks’, or ‘popular extended enterprise learning system’. These long-tail searches will connect you with fewer, but more qualified buyers and longer keywords are less competitive than one-or two-word keywords.

Make Prospects Work for Your Content

I’m not implying that you should start charging for the eBook, as that defeats the purpose. However, you can erect a few barriers that prospects must hop over before they download the guide. For example, they need to provide basic contact info.

People who are genuinely interested in your content will be more than happy to fill in their email address if it results in a free eBook, but those who are just casually considering a new LMS are less likely to opt-in. This gives you the power to sort hot leads from the rest and expand your mailing list.

In the case of surveys or polls, you even get valuable feedback out of the deal. Just make sure you don’t create too many obstacles. Even the most interested buyers won’t jump through countless hoops to download an eBook.

Key Takeaway

Avoid ad-hoc LMS content marketing at all costs. Plan way ahead and focus on super-quality content that is easy to re-purpose. 

If you want more tips and tricks for LMS marketing, download the free eBook 10 Marketing Strategies That No Learning Tech Vendor Can Live Without.

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About the Author

Gordon Johnson

Gordon Johnson has been a marketing leader in the corporate L&D industry for over twenty years. His specialty is developing transformative marketing strategies that generate qualified sales opportunities, employing the latest digital marketing channels, coupled with traditional techniques to achieve industry-leading brand awareness, widespread web presence and high-impact value propositions. Other marketing concentrations include content marketing, messaging, social marketing, positioning strategy, analyst relations, events, account-based marketing (ABM), email marketing, customer success and lead-generation. Contact Gordon.