Technological advancements and digitization have led to significant growth in demand for Learning Management Systems worldwide. After all, a robust LMS can help streamline the creation, management and distribution of online training materials.
With the spike in demand, however, there has also been an increasing number of LMS vendors emerging in the market looking to fill that void. With stiff competition, LMS vendors (whether you are new or you’ve been there over the long haul) must have proper LMS marketing strategies to build brand awareness, enhance their reputation and resonate with their target audience.
An excellent way for new LMS vendors to differentiate themselves from their competition is to incorporate content marketing into their LMS marketing strategies. Whether you’re new to content marketing, or looking for some inspiration, below are some content marketing ideas to get you started.
Incorporating content marketing into your LMS marketing plan
Before diving right into content marketing, it’s essential to understand why content marketing for LMS companies is important.
Some great benefits that new LMS vendors can achieve with content marketing include:
- Building trust with your target audience
- Improving conversions
- Connecting with customers
- Generating leads
To successfully incorporate content marketing, it is crucial for new LMS vendors to have a proper LMS marketing plan in place.
Here are some tips on how to get started:
1. Start by assessing your target audience’s needs
You can’t curate excellent content without having an idea of what your target audience is looking for. You can start by surveying and using social media polls to better understand your target audience’s needs and expectations.
With this information, it’ll be much easier for you to create content that addresses their concerns. The research will also help narrow your content marketing approach and ensure you’re attracting the right individuals while boosting conversion rates.
2. Rely on verifiable sources
The internet has made it incredibly easy for individuals to retrieve information on any topic. Since anyone can publish content online, the content you’re posting must be insightful and credible.
Where possible, ensure you’re incorporating reliable and verifiable references into your content so your target audience can recognize you as an authoritative voice within the LMS industry.
3. Check out the competition
As a new LMS vendor, you’re in a fantastic position to evaluate your competitor’s existing content marketing strategy. Take a look at some of the topics they’ve discussed and where they’ve disseminated this information. While you shouldn’t be copying the exact topics that your competitors are talking about, it’s a great way to know what type of content works best and whether or not they’re connecting with their audience.
Content Marketing Ideas
Ready to use content marketing to promote your LMS? Here are some content marketing ideas that can work for you:
1. Create how-to videos to build brand awareness
As a new LMS vendor, how-to videos are a great way to explain your LMS. Video tutorials not only help with helping your target audience understand how it all works, but they can also help with answering questions.
2. Create lead magnet content pieces such as a whitepaper, or a report on e-learning trends
To establish yourself as a thought leader, you need to stay ahead of trends – especially if you’re a business leader that wants to provide up-to-date training resources to your target audience and outshine the competition. Offer actionable tips in your whitepaper or reports. If you’re pressed for time, you can also opt to create a series of articles highlighting a specific learner behavior trend or technology advancement.
A checklist is a great way to showcase your LMS’s unique selling points and features more subtly. You can create a checklist of the top features or functions that your target audience should consider when purchasing a new LMS. Explain why each point is important and always tie it in with real-world applications.
For example, you can talk about a ‘reporting and analytics feature within your LMS that helps with monitoring employee engagement and training effectiveness. You can then explain how with that feature, companies can improve their resource allocation and boost overall employee satisfaction.
Infographics are a great way to distil a more complicated concept into something digestible. You can also incorporate an infographic within a blog post to make it more suitable for sharing.
A guide is a great way to introduce your target audience to your LMS and provide them with helpful information. Your guide should have detailed information on your LMS features, frequently asked questions, and a checklist that they can download and use. Always remember to add a CTA onto your guide, such as a free demo or trial, so that they can test out the platform.
In this digital world, webinars are a great way to provide your customers with insight into using your product. Webinars are also a great way to collect valuable customer information for your CRM. If possible, try and host a live webinar. It’s a great way to interact with your target audience and provide them with the opportunity to ask questions.
Getting started with content marketing
As a new LMS vendor, having a proper content marketing strategy is critical to both success and differentiating yourself from your competition. Ensure that the content marketing strategy you’ve got in place is curated for your target audience and contains credible information.
Then, take the time to develop a variety of content marketing ideas from webinars to infographics, checklists and more. While it does take time, it’s a cost-effective way to build trust, SEO and leads.