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Apple’s data-collection ‘nutrition labels’ for apps will begin appearing next week

Developers are now required to self-report to Apple on the data they collect from users. Very few will escape the new rules.

Please visit Search Engine Land for the full article.

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How to Come Up With Tangential Content Ideas — Whiteboard Friday

Posted by amandamilligan

Your brand has probably used content marketing to generate awareness and engagement, but have you tried tangential content? 

In this brand new episode of Whiteboard Friday, Amanda Milligan of Fractl is here to walk you through what tangential content is, why it’s useful, and how to create it. 

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi. My name is Amanda Milligan. I’m the Marketing Director at Fractl, an agency that helps brands build their organic growth. Today I’m going to talk to you about one of the strategies we use for our clients, and it’s called tangential content. If you haven’t heard of it, don’t worry.

Odds are you might have already done it and not even known. Today we’re going to talk about what it is, why you should include it in your strategy, and how to come up with content ideas that are tangential. 

What is tangential content?

So to start, what is tangential content? It’s not used a ton, this phrase, but we and some others I think have kind of adopted it because there wasn’t a ton of language around it.

So the word “tangential” means lightly touching or peripheral. So not really as related is basically what the word means. Tangential content then is content that is not directly related to your product or service offering. In other words, it’s not very on brand. Maybe the opposite of tangential content is very topical content.

So we create both topical and tangential content at Fractl, but they each serve different purposes, which is what I’ll get into. But just to give you an example of the difference between the two, down here I have two different articles you can create for let’s say a dating website. So a topical article for a dating website might be here are seven profile red flags to watch out for.

So the reason that’s topical is because we’re actually talking about a dating site or a dating app, and so is this article talking directly about things to watch out for on a dating profile. So it’s really relevant to the actual offering that you’re making as a brand, and it’s helping even users. So it’s targeting your direct audience and then also some people who might use other apps.

Tangential content in this category might look like, “couples voted these seven places as the most romantic cities in America”. So now we’re not talking about dating apps anymore or any dating websites. We’re talking about partners and relationships. It’s still relevant in the grand scheme of this niche, but it’s not directly related to the product or service.

So this is just an example of how topical and tangential can look a little different. Another example I like to use is for They are a home improvement website. We’ve done all kinds of content for them that fall in both buckets. So for topical content, we’ve done the cost of home improvement over the lifespan of living in a house, and we’ve done tangential content like how to cook with your family or backyard games or something.

So I’ll explain a little bit more over here how to come up with ideas like that. But you see this all the time in marketing even if you haven’t recognized it or known what to call it. We actually did a study very recently where we looked at the finalists for the Content Marketing Awards. We excluded agencies, but we looked at a bunch of brands, and we saw that, I think, at least 6 out of 10 of those brands that we examined had tangential content on their blogs.

So it’s a pretty common practice, and whether people even recognize it or not, it can be really effective. 

Why create tangential content?

So why bother with content that isn’t entirely on brand? A lot of people would hesitate and say, “I want to do stuff that only makes sense for our primary audience, that will convert users, or build a really relevant audience.”

Link building

But there are some incredible benefits for tangential content. First of all, SEO people love the link building aspect. So if you’re interested in getting some of the best links you’ve ever gotten, really high quality links from some of the best media publications, we haven’t found a better way to do it than using tangential content. Why?

Because when you’re doing something that’s not directly related to your brand, you’re able to reach a more general audience, really tap into compelling ideas that will appeal to more people and thus more publications. So it increases your chances of getting that media coverage. 

Brand awareness

The second is brand awareness. For similar reasons, if you’re able to get that content out there and appeal to more people, that means more people are seeing your brand.

So what we do at Fractl is essentially come up with these types of ideas. We build an entire content project around a new dataset or we run a survey or we collect new information based on this tangential idea, and then we pitch it to the media. So when you have this new study or this new report done by your brand and you get it covered on some of the top national media sources, that’s pretty incredible brand awareness, not to mention authority, because when your brand is mentioned as so-and-so study shows this, you’re framed in a really authoritative way, usually toward the top of the article as the source of the information that this publication has deemed worthy of talking about.

It’s pretty incredible. So that’s kind of what I’m talking about here — national media coverage. Additionally, if you’re doing tangential content on your blog and you’re trying to get more organic traffic and more presence in the SERPs, that is another way that you can really build out the top of the funnel marketing efforts that you have.

So if you’re kind of zooming out and thinking how can I reach people in this industry who might not already have decided that they want to purchase our product or service but still get our name out there, then you can target more tangential, top of the funnel keywords and start ranking in the SERPs to get more awareness. So these are really incredible benefits.

Social shares

Finally, social shares, because, as I’ll get to, when you come up with tangential ideas, like I said, you have much more room to play around and be creative, which generally means you can come up with ideas that are much more compelling and emotionally resonant, and those are the types of ideas that get all kinds of social shares. People want to send it to their friends. They want to react to it on social, etc.

So really some great stuff here. Whether you’re coming at it from a brand perspective or an SEO perspective, you can get a lot out of doing this type of content. 

How to create tangential content

So finally, how? The first thing I tell people is to zoom out. If you have typically only been creating topical content in the past, you’re probably not used to thinking about your greater industry outside of your value proposition.

1. Zoom out

So I encourage people to start by literally just thinking, “What is our greater category?” So if you work as car insurance, then automobiles or transportation even. It’s like, “What would the top category in a publication be that fits your brand?” So for this example, I put time management software.

So if you are a SaaS company and you are time management software, maybe your general topic would be work and productivity. So that would be the general zooming out. Once you’ve zoomed out, then you want to think laterally. This is how we describe it.

What I mean by that is: What are all of the subtopics that fall under the zoomed out category? What are all of the other things we can talk about that aren’t directly related to our brand? So for work/productivity, I wrote down some examples of what that could be. Sorry, not work/productivity, but work and productivity. It could be either one. So just the workplace, that’s the general gist.

So maybe it’s about your salary, your salary aspirations, are salaries fair across different companies, within companies. Anything salary related, maybe that would get published on financial publications in addition to ones that cover the workplace or business publications. Office gossip, that’s something a lot of people can relate to, and you can pitch publications that are more on the lifestyle side of things.

That’s an example of getting very generally appealing. Anybody who’s worked in an office, even if they haven’t participated in office gossip themselves, probably knows that it has happened or that it’s caused issues or what have you. So you can go that route. Work/life balance. We’re recording this in the time of COVID. That’s even more applicable now. You can get a really timeliness factor to it.

But when you talk about productivity, work/life balance becomes a question a lot of the time. It’s how can you be more productive without sacrificing your personal life? Dating coworkers. Again, you’re taking a totally different … You’re combining the work niche and relationship dating lifestyle niche. This could be something that even the dating site could even do.

They can talk about dating coworkers. It’s a tangential idea that actually applies to multiple industries. Finally, I have up here job satisfaction. So this is more based on the work side of things, how good do you feel about your job, are you looking for another one. Just getting a sense of how people feel. All of these things qualify as tangential content ideas for a time management software company.

So I wanted to illustrate that because it shows how many things are now within the realm of possibility for you that you might not have realized before. When you can play around with this many types of ideas, you can get very creative with the methodologies and the things that you explore. It gets pretty fun I have to be honest.

2. Consider emotion

So down here, and honestly this section deserves its own whiteboard, after you’ve done this and maybe you’ve written down 70 ideas based on, oh wow, we’re able to zoom out and think about all kinds of stuff, so much comes to mind, think about emotion. Most things that do well have an emotional impact on you.

Even if it’s how-to content, you might be thinking that’s usually pretty straightforward and dry. If you’re helping somebody and they’re getting value out of it and they’re reading it like, “Oh, thank God, I was looking for an answer to this,” that is an emotional reaction. So you have to be thinking about how emotionally resonant these ideas are.

So part of how we score our ideas or prioritize them or measure their likelihood of succeeding is to think about the emotional components. You can kind of see how these play into these ideas. Salary aspirations, people tie a lot of their worth at work to their salaries. That’s a pretty emotional thing. Dating and gossip at work, obviously those social dynamics can get pretty intense.

Work/life balance, again now you’re talking about your family and your relationships with people. Job satisfaction, similarly to salary aspirations, that can really impact your life. So then I actually recommend to people, when they have ideas, to literally write down all these emotions and see what is going to be part of like the essence of the actual idea.

Then, when you’re able to say, “Okay, this idea is really going to emotionally resonate with people. They’re going to see themselves in this. They’re going to be really interested in the results. Then you can start honing in on: What are the different methodologies we can use? What kind of data is available or that we have internally or that we can find or collect that can illustrate this, get at some of those truths that we don’t have access to right now?

So that’s a great place to start if you have kind of questions. Like if you have office gossip and you’re like, “I wonder how many people do feel like they participated in that? I wonder how many people have actually had some kind of ramification at work because of that or have suffered themselves?” I don’t know the answer. So if you want to run a survey about that, that could be really interesting to people.

So zoom out. Think about all the different types of subtopics you can talk about now that you have zoomed out. Then consider the emotional factors of all those ideas and then start sorting based on that. See where you can collect data to kind of fulfill those types of ideas. Once you’re onto something like that, a lot of the time your intuition will tell you.

If you find it interesting, if you want to know the answer, certainly give it a shot executing it. Then you can pitch it to publications. So that is the short version of how we do all this. I’m happy to answer any questions you have. You can find me on Twitter @millanda. But that is the gist of tangential content.

It is extremely effective. Give this a shot. Whether it’s on your blog or if you do decide you want to pitch it to media publications and go for those links, I highly recommend it. Thank you so much for watching.

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Why Predictability is More Important than Speed in Agile Marketing

For newer agile marketing teams, it’s not all about racing to the finish line.

Please visit Marketing Land for the full article.

Reblogged 2 hours ago from

LinkedIn Events: Mixing Your Organic and Paid Strategy to drive Webinar Registrations

LinkedIn Events is an elegant solution to driving registrants to online events. Learn a LinkedIn Event strategy that will set your audience’s interest ablaze!


Reblogged 10 hours ago from

Research insights: Role of featured snippets in website traffic boost

30-second summary:

  • Featured snippets account for a 35.1% share of all clicks.
  • The featured snippet and knowledge panel SERP give a better click-through rate together.
  • Users click on featured snippets that seem “informative”.
  • Users who prefer the regular search results listings don’t click on featured snippets.
  • “People also ask” boxes are an unpopular choice showing the lowest amount of clicks.
  • 24% of users consider a featured snippet as an ‘Ad’ and don’t click on it.

Featured snippets are probably the first thing people see when they perform a search query. Acquiring the position ‘zero’ on the SERPs, the featured snippets dominate the page and immediately capture the attention of the viewer. 

However, does it make an impact on the visitor? Do the featured snippets get more clicks when compared to the top results? How does the audience perceive them?

To answer these questions and more, we at Engine Scout recently conducted a study and analyzed how featured snippets influence searchers’ behavior and overall experience. 

The methodology applied for the featured snippet study

In our study on featured snippets, we collected data from 3552 testers, who were asked to look at four different SERPs with snippets. They were required to make a search on Google related to a specific keyword and make a selection from the results.

To collect an unbiased opinion, featured snippets were not mentioned anywhere in the survey.

There were three choices for the testers to choose from: Ads, featured snippets, and regular result listing.

They were later asked which section they clicked on to estimate the Click-through rate (CTR). 

What is a featured snippet and how does it boost website traffic?

The featured snippet is a summarized extract from a post that answers the user’s ‘search query‘ most accurately. It is placed above all the Google search result listings, occupying position zero.

This means no matter what your website’s ranking for a certain post if Google chooses a featured snippet from your post, it will appear on the top.

According to Ahrefs, it is 99.58% true that Google will only consider your content for a featured snippet if it is already ranking on Page #1. The other 0.42% pages that Google considers account for their ‘People also ask’ box SERP feature. This feature only receives a total of 6% click shares, for the same reason.

The ‘concise and direct‘ nature of these featured snippets motivates users to click on them. According to our study, they account for 35.1% of all clicks which translates to getting ‘extra traffic‘ to your website. 

Optimizing a post to rank for a featured snippet can be tricky. Any content can be worthy of becoming a ‘Featured-Snippet,’ including a paragraph, a list, table, or even a video.

Try these three quick strategies to win more featured snippets that get clicks to your website.

1. Include direct answers to a search query in a paragraph snippet

Paragraph snippets account for 82% of the total featured snippets.

These snippets give the most relevant response to a query in a paragraph form. They usually also display a pertinent image alongside or above the text.

Here is an example of how Google shows a paragraph snippet when asked about ‘What is SERP?

2. Make the best use of keywords in your paragraph

Attaining the first rank in Google for a keyword requires quite an effort. 

Enriching your optimized content for featured snippets with the right keywords increases your chances of that ‘Position Zero‘ in the SERP.

Try to include question-oriented keywords in your content. People find search results with keywords resonating with their question as “trustworthy” and “informative.” This is the primary reason why they prefer a featured snippet over all other organic results.

Take a close look at your competitor’s featured snippets for some inspiration. Make a list of keywords that have triggered a featured snippet for them, and make your content surrounded by these keywords.

Several online tools can lessen your workload by retrieving information and keywords from the competition’s snippets. You can use them if you find it time-consuming to manually optimize your content for featured snippets.

3. Include a knowledge panel in your content marketing strategy

A box with information relevant to a search query appearing on SERP’s right panel is called a Knowledge Panel

It only appears when the search is about an entity, for example, business, person, or location. The information inside this box lets the reader know about the entity and gives them a way to reach out to it.

Featured snippet alone offers a close competition to the organic listing for the total click share. 

But pages ranking for both the featured snippet and the knowledge panel outperform the organic listings for the CTR. A double featured snippet leaves behind the CTR of organic listings, getting 42.1% of the total click share.

Therefore, it is an added benefit if you strategize your featured snippet to trigger a knowledge panel. 

For reference, check out this post to see how Gennaro Cuofano structured his featured snippet with his Amazon author page reference. Google considered this reference and used it to display a knowledge panel alongside his featured snippet.

The other side of the story

Featured snippets can sometimes work opposite to their intent.

According to our study, 24% of users confuse featured snippets for Ads.

Featured snippets and how people confuse them for an ad

Therefore, merely optimizing content to target the featured snippet doesn’t ensure a high CTR.

Google keeps altering its interface to make the Ad label on the paid search results barely noticeable. 

As featured snippets also acquire the top position on SERPs, it is very natural for someone to get confused and not click them.

According to Dr. Pete Meyers, the Marketing Scientist at Moz:

“The lesson for SEOs is that we can’t just target a feature — we need to understand query intent, what our buyers expect from that feature, and how they perceive that feature.”

Try to make your content look like a straightforward, quick answer to a query with images for references to appear very different from an ad.

Wrap up

Google introduced the featured snippet to make it easy for searchers to find relevant answers quickly. With voice search technology becoming a common search tool for half of the smartphone users,  featured snippets catered to the trend and enabled users to read the answer out loud.

To make Google identify your content worthy to pick snippets from, you have to optimize your content so it’s relevant and appropriate for voice search SEO, so it helps to bring in more traffic to your site. 

Jonathan Gorham is Co-Founder at Engine Scout Digital Marketing. He can be found on LinkedIn.

The post Research insights: Role of featured snippets in website traffic boost appeared first on Search Engine Watch.

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Email Marketing vs. Social Media: Which is Better?

Email marketing vs. social media.

“Email marketing is dead.”

“That social channel is old news.”

How many times have you heard phrases like this, pinning tried and true marketing channels against each other like gladiators gone to war?

I know my answer: too many to count. 

So called ‘experts’ have a bad habit of killing off marketing channels that have been around a while in favor of the ‘latest and greatest’ tactics and tools. 

But there’s a reason those older channels have been around so long. They work. 

This was the narrative that came on the scene when social media was just gaining popularity. Now that social media marketing is no longer new, we wanted to revisit the conversation of email marketing vs. social media, and explore how they’re different, how they’re similar, and how you can use them together to drive more awareness, engagement, and sales. 

Email marketing vs. social media: similarities and differences.

Email marketing and social media are both fantastic channels to engage your audience. While they both encourage two-way communication, the biggest difference is with email marketing – you own your list. You do not own your followers on social media. 

Even though your social following may be larger than your email list, there are more barriers to overcome with social media. For instance, social algorithms change all the time — which means it’s never guaranteed that your entire audience will see your message. 

And while it’s a scary thought, you also run the risk of a social platform shutting down and you losing all your followers. Think: Vine circa 2016. Those creators needed to rebuild their following elsewhere. Imagine if they grew their email list alongside their social audience…

Let’s break down a few more similarities and differences. 

How is email marketing different from social media?

One of the best things about social media is that it lets you reach new fans and audiences in a very public way. People can search for your topic or area of expertise and stumble upon your page at random or through a friend or family member referral.

But social media can get crowded. If you’re not investing in paid advertising, there’s a good chance your posts won’t get seen (let alone by the right people).

The good news? Engaging your audience is easy – all you have to do is add email to the mix!

The even better news? Your subscribers are likely to be more engaged because they opted in to hear from you.

You can set the timing and frequency of when you want to deliver content to your prospects. There’s no algorithm to work around. With email, it’s super easy to track who your content is reaching and how it performed. (And if you’re using a trusted email service provider, there’s no question about whether or not your content is actually getting delivered). 

Plus, according to, email marketing is the most effective channel for customer retention

 Email marketing is the most effective channel for customer retention

How are email marketing and social media alike?

Despite their differences, email and social media work better together.

Social media is a great way to reach new audiences and communities of people. Email is how to keep them engaged and nurture the relationship. It’s a win-win!

Plus, both social media and email marketing make great customer engagement channels. Stay competitive and use social media to provide quick responses to inquiring customers

Leverage both of their strengths to really amp up your marketing strategy as a whole.

3 social media strategies for email marketers

If you’ve been focusing on email marketing as your primary channel, here are some ideas to help you amplify your marketing on social media. 

  1. Invite them to your social media. Have a lot of email subscribers? Summon them to your Twitter feed. Big audience on Facebook? Request the pleasure of their company on your blog. Each person probably has one platform they’re most comfortable with. But they may initially encounter you on other channels. Give them the option to follow you where they prefer, or they may drop you altogether.
  2. Run a contest. Hold a contest related to your brand. You can do something as simple as asking for new product suggestions. Have your readers submit their answers either through email or social, wherever your audience is largest. Tell them you’ll announce the winners on the channel you’re trying to grow. Link to a place where they can sign up to meet you there!
  3. Incentivize engagement across channels. You may already have a large, active audience on Facebook or Twitter and be looking to grow your email subscriber list (or vise versa). Collect comments and requests from them on one medium and address them on the other. People who see your responses may click over to see what all the chatter is about.

Grow your email list with social media

So how do you get your followers to sign up for your email list? The answer is surprisingly easy!

You can share lead generating resources or content upgrades, like a webinar, PDF guide or ebook, as an incentive in exchange for their email address.

Another simple way to boost your list growth is to host a contest or giveaway with a valuable, relevant prize. Just remember to state that entrants will be added to your email list (or give them the option to opt-out).

If you’re wondering which social media platform is best for email list growth, there’s no one answer – it’s really dependent on where your audience is.

Twitter and LinkedIn as good places to start because they are the most “landing page” friendly. However, don’t overlook channels like Pinterest and Instagram. Both are really good places for finding new audiences through search.

If you’re willing to invest a little, Facebook ads are a great place to promote your list. You set the targeting and budget for your ads. You can also create lookalike audiences based on the profiles of your current email subscribers.

Related: The experts at Sendible answer your questions about social media marketing. 

Build a powerful marketing strategy

Now that you understand the benefits of both social media and email marketing, it’s time to create the perfect marketing strategy for you.

Need more help getting started with email marketing? Get the full experience by checking out How to Grow Your Business With Email Marketing

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Rethinking Your Premium Content: How to Build a Guided Learning Course

Are you seeing a lower return of effort for traditional premium content like whitepapers, webinars, ebooks and more?

Alternatively, do you find the biggest results just aren’t there for the amount of work you put into the creation? If so, you’re not alone. While these offers can provide in-depth insights for prospects, not every prospect sees the value in them.

Still, we continue offering premium content to build trust throughout the buyer’s journey and learn information about prospects along the way.

And yet, the problem remains: Where do you draw the line between offering free, useful content and charging for your expert knowledge and insight?

Some brands are beginning to define this blurry line by developing their own learning management systems (LMS), as a private hub for paid access to their best educational resources.

And yes, you can even build an LMS in HubSpot. Here, we’ll explore what a learning management system is, the benefits of using one, and how you can repurpose content into your own guided learning course. 

Let’s dive in. 

What’s a learning management system (LMS)?

First, let’s first make sure we’re on the same page with a definition.

A learning management system (LMS) is a software application to administer, document, track, report on and deliver educational courses, training programs, or learning and development programs.

It’s a portal that users can log into to exclusively access the premium content you develop specifically for your paid audience. (Paid can mean literal financial payment or the currency of data/membership).

While online courses aren’t new, using a learning management system (LMS) to deliver premium content is still uncharted territory for most brands.

As marketers, we’re always trying to create valuable content. But in a crowded marketplace, it can be difficult to demonstrate value in your content even if you have a strong content marketing strategy.

That’s where a guided learning course can prove beneficial. A guided learning course can offer in-depth solutions to your prospects’ challenges, and ultimately, can provide your company with higher-quality leads.

Which makes LMS’ invaluable to anyone wanting to create a guided learning course, since courses need to be built on a LMS. 

To explore the importance of guided learning courses, let’s consider an example. Let’s say you have two competitors, and both offer a webinar on “Email Marketing Strategy”.

To differentiate your own brand, imagine instead you take an hour-long webinar and split it up into a dozen topics for five-to-seven minutes each. That could easily be offered as a 12-module course.

Your prospect can now go through the content on their own time and only explore the sections that feel relevant to them, versus having to sit and listen to an hour-long webinar. The perception and value is magnified and fits the nature of how your prospect actually wants to consume the content.

Why use an LMS?

Once we know what an LMS is, it’s time to explore why. As you learn what an LMS is and how it works for users, let’s dig into why it could change your business.

1. User Accessibility

Right now most marketers create an ebook, promote that PDF through blog posts and social posts, then use workflows and emails to “guide” prospects and contacts throughout the journey.

We can tell when someone downloads the PDF, but we have no idea how much they consume. Then, with emails, information can get lost on the user side of the equation. So many of us delete emails or forget what the exact phrase in an email is we’re searching for … it can easily become a mess.

An LMS allows the user flexibility to go back into the journey and see what they need to see inside a comprehensive portal.

Users no longer have to rely on emails. Instead, they can reference each step in the learning path, see what’s next, and enjoy a more realistic and user-friendly experience.

2. Buyer’s Journey Trackability

On the marketer’s side, an LMS provides us with more data points to better understand a prospect’s position in the buyer’s journey — especially when using an LMS for lead management and education.

Imagine a world where you can watch your buyer discover your content during their awareness stage, and move through consideration and into the decision stage, all within your ecosystem.

It’s possible to track a prospect’s journey throughout the buying stages with guided learning courses that tailor to users in different stages of the buyer’s journey — this is what truly creating content for the buyer’s journey looks like.

With a webinar or PDF, you’re left wondering how much someone consumed. You don’t have access to the data with PDFs. You know prospects downloaded it, but did they actually consume the information? For the most part, it’s the same with webinars on the user level.

When you use guided learning or an LMS, you can see every module or every single page they viewed, and how far through the course users got. You can measure to make sure it’s effective in general, and you can also measure the intent and automate your systems based on topic performance and even individual chapter performance. 

3. Cross-Device Consumption

Want to know a bonus to creating a guided learning course that users sign into for consumption? Think about a frictionless cross-device experience.

How often do we start a video or article on our laptop while working or researching, only to want to continue it on our phone later? This is especially true when the content is longer than a 2-minute video.

When a user has a membership to your LMS, they can go to their laptop, their phone, their iPad … wherever they want to consume content at that moment, and it’s there waiting for them. That’s winning at UX!

Guided Learning Course Examples

What does a learning management system look like in practice? Let’s take a look at two examples right under our noses.

1. HubSpot Academy

HubSpot Academy is a great example of using an LMS for lead generation and trust building.

Academy courses teach users all about HubSpot’s philosophy and mindset. Users can learn about HubSpot before purchasing HubSpot’s products or services — but users can also learn about a variety of other marketing, sales, service, and web design topics without ever becoming a HubSpot customer. 

Consider the Marketing Software Certification course. Instead of a PDF with screenshots, users can walk through videos with screen-sharing options, download study guides, and take quizzes and exams along the way to assess progress.

2. SEMrush Academy

SEMrush offers solutions for SEO, PPC, content, social media, and competitive research. To appeal to both prospects and users, the company created SEMrush Academy, a Digital Marketing guided learning course with courses on SEO, content marketing, PPC, and more. SEMrush Academy is free and offers a certification when users complete courses.

Best of all, the guided learning courses have both video and text with some of the industry’s most well-known digital marketing professionals, and while all courses are offered in English, many of them are also offered in Spanish.

Whether you’re a content marketer looking to up your game or you’re already a customer of SEMrush, you’ll undeniably find value in their courses, ranging from beginner to advanced.

Image Source

For more inspiration, take a look at 60 Best Free Online Courses For Whatever You Want to Learn.

How to Repurpose Your Content into a Guided Learning Course

If you’re thinking, “Wait a minute … Now I have to create all this new content?” take a breath. Yes, new content is needed. However, you can also repurpose content you already have as you’re creating new content for your LMS strategy.

Most of your existing content can be reimagined into a guided learning course.

You can revisit popular ebooks, webinars, pillar pages, blog posts, slide decks and more to create a multimedia course to serve your customers. You can even turn toolkits and related offers into guided learning opportunities.

For instance, you might consider taking your ebook and using each chapter as a chapter or module in your course. Additionally, you might take some information on the subject from various blog posts and turn it into a checklist or template format for users to try for themselves.

At Impulse Creative, we can turn our Brand Plan ebook into the Brand Plan Course and create a whole new offering. Here’s how that would look:


You get the idea. Each chapter becomes a module, and the subjects in those chapters become the videos that make up the course. This way, you can keep videos shorter for more bite-sized consumption.

Additionally, you’ll want to perform a content audit to uncover what pieces you have and what problems each one solves before placing them into buckets. Then, you can take each of these buckets and create a course.

The content you have will act as a storyboard so you can script your videos. Then you can use the existing content with a slight refresh as the bonus materials in your courses.

Brands find themselves at a critical turning point today … Traditional content can feel stale — and users are demanding more.

There is a major opportunity for the LMS to serve multiple facets of your business, from lead generation to sales or customer success. Ultimately, you’ll want to figure out how a LMS could serve your own business needs, as well as the needs of your prospects and customers.

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