405 Content Strategy for L&D: Engage Learners Like a Media Company
10:45 AM - 11:45 AM Thursday, October 24
Management and Strategy
Studies show that nearly 20 percent of the workforce is actively disengaged (Gallup). This problematic statistic has L&D professionals seeking new models. At the same time, the Towards Maturity Report (2018) shows that 61 percent of L&D departments have no policy cementing the way content is communicated and distributed in the organization. The development and use of high engagement communications tools has exploded in other industries. How can the L&D professional take advantage of the macro level trends in communications and media?
In this session, you'll learn how to transform an L&D department into a dynamic, effective, communications machine. First we'll look at models of successful content distribution and monetization (TV shows, YouTube creators, digital magazines, and podcasts) and analyze why they are able to engage large audiences. Next, we’ll apply that knowledge to L&D content by examining aspects of media companies such as audience targeting, channel selection, and content reuse. You'll learn how to engage in what Gary Vaynerchuk called "attention aribitrage," and successfully get your critical learning content in front of your audience. When you complete this session you'll understand why you should apply the modern media model to your learning content, and you'll have the tools to start making this important transition.
In this session, you will learn:
- How content models are used in marketing
- How personas are used in content models
- How social media fits into the content model
- Why L&D benefits from adopting a content model
- The KPI's used to measure success in a content model
- How to create a content plan
- How to distribute and redistribute content from channel to channel
- How to brand content and tie distribution together
Managers, senior leaders (directors, VP, CLO, executive, etc.)
Video, podcasts, social media
Dollar Design School
Over two million people have learned coding and design from Mark Lassoff. Mark and his company are pioneers in new media learning, having created the first streaming media network dedicated to learning workforce and career skills. They produce broadcast-quality learning content that focuses on digital skills such as design, coding, and digital productivity. Mark is an in-demand speaker and has traveled the world to teach. He was named to the 40 under 40 in both Austin, Texas, and Hartford, CT. In 2017, Mark was awarded the prestigious Learning Guild Guild Master Award.