The Customer Education Playbook

8Step 6: Make Content Engaging and Efficient for the Busy Customer

After you've identified the optimal format for educating the customer at the relevant point in their lifecycle, it's time to turn your mind to content itself and determine what you need to include. This can be a really fun and immersive step, where you can get in front of a whiteboard and start thinking about all the different things that you want your customers to learn and how to link content to specific learning objectives.

Start by defining these learning objectives. A lot of people skip this step, feeling that it's laborious or that it won't be helpful, but if you feel tempted to breeze past this – don't! At the end of the day, when you write down your learning objectives, you get a lot of clarity about what needs to be included in your education and what doesn't. With a learning objective in place, you can narrow down what content you include to be anything that aligns to the learning objective, and nothing that doesn't, knowing that ultimately anything that doesn't align will detract from the lesson. This makes the whole process a lot smoother and more accurate. Learning objectives also make it easier to see at a glance if you're trying to achieve too much with a single course or training session.

Creating Learning Objectives

One great method for creating learning objectives is to use Bloom's Taxonomy to classify the levels of learning that take place (see Figure 8.1). Bloom's is usually symbolized ...