The Customer Education Playbook

11Step 9: Make Sure Your Customers Consume Your Content

A clear distribution plan is a must-have when creating educational content, and yet a lot of people skip this step and go straight to measuring the impact of the education. So much effort and resources are put into creating content, and not nearly enough are given to distributing and marketing and making sure the content gets consumed. That's one of the reasons why we made this a discrete step in the playbook: not only having a content consumption and distribution strategy, but also understanding the channels that are available to you.

Go Back to Your Learning Personas

Take a step back and remember all of that work you have done around learning personas. Who have you created this content for? What do they need to know? If you haven't already considered where they are going to engage with your content, and when they need to know this information – now is the time. You might need to take your content and chop it up into smaller parts so that they aren't receiving more information than they need at this juncture. You'll want to make sure that your distribution strategy is aligned with their needs. For example, if they're an admin user, maybe the best way to reach them is in product. However, if they're an executive buyer – email might be a smarter choice. It's all about marketing your content in channels that will reach the customer.

Answering: WIIFM?

“What's in it for me?” This is a question that you want your learners ...