3 Easy Steps to Include Content Strategy into your L&D Routine
by Bianca Baumann, CTDP, MSc, Manager of Education Services, EventMobi
One of the main goals of creating content for our learners is to help drive their performance. (That’s a no brainer.) I also thought that it was a no brainer that L&D Professionals should conduct content strategy and planning to create engaging content that will actually drive an individual’s performance. So I thought! At last year’s i4pl National Conference, I attended a session in which the facilitator asked, “How many people have ever conducted a content strategy?” One hand went up, and it was my own!
Content strategy and planning isn’t just for marketers anymore. As L&D Professionals, we should take a page out of Marketing’s playbook and look at how we create engaging and thought-provoking content, how we plan our content for the next quarters or even year, and how this helps us drive performance.
Chances are, as an L&D Professional, you haven’t worn a Marketer’s hat yet and you’re unsure of where to start. And you are thinking ‘I just don’t have time for this right now!’
Let me share some easy steps you can take today that will allow you to make big jumps in just a couple of weeks, and you will only need one afternoon to get started!
Step 1: Create a Content Taskforce
Good news, you probably already have a lot of content in place. Often however, there is no central repository that you can reference or one person responsible for maintaining it. Step 1 is to book a room for one afternoon and get your stakeholders together. This includes, most likely, your Instructional Designers, your Facilitators, and your Copywriters. In addition, I suggest you include someone from Marketing. Offer some snacks and create a fun working atmosphere for everyone. This will help get the creative juices flowing.
Step 2: Summarize What You Already Have
Next up, create a content strategy template. This can be a very simple Excel spreadsheet outlining titles, descriptions, delivery channel, timelines and share options; if you want a head-start, you can download a free template here. Write down what you already have created and your content taskforce will help you with that. Review all the content you already have in place, pat each other on the back, you have done a lot of work already.
Step 3: Repurpose Content
The last step is to look at what content you can reuse for the next two quarters. Think about upcoming training initiatives, look at the content you have in place and mark the pieces you can reuse or leverage with minimal changes. This will take care of a lot of the planning already. You will be able to see current gaps and better identify what further content is needed to drive performance.
Once you have this basic concept down, you can start advancing your content strategy planning and think beyond repurposing content. On average, 65% of your content should be created from scratch, 25% should be curated and 10% syndicated.
Bianca will be speaking at i4pl on November 2. Attend her session to learn more about Content Strategy.