When content marketing experts share general tips on how to attract your target audience, they have a specific category of people in mind: those willing to invest money in products or services. They are after fun content that’s easy to digest. Your goal is to provide useful info but keep it light.
E-learning is a completely different category. These are people looking for true value from their investment. They want to learn in the easiest way possible, but they still want to learn a lot. You have to focus on data-driven content marketing while keeping things light and entertaining at the same time. Your goal is to make the course profitable, so you have to attract more people to commit to the learning process.
You’re an expert in your field, offering e-learning content for your audience. That’s great, but you also have some learning to do. We strongly suggest an online content marketing course. Coursera has a nice one.
But let’s start with small steps. We’ll list 7 content marketing tips that will make your e-learning content profitable.
7 Content Marketing Tips to Make E-Learning Content Profitable
1. Make the Content Profitable
The content marketing process begins before you launch your course. It involves course content, too. Let’s make it clearer: if you want to make the course profitable, your content should be profitable for those who invest in it.
You probably have one strong and a couple of supporting ideas before you start creating your course. Ask yourself:
- What would my potential learners be willing to pay for?
- How will they profit from this learning experience?
If someone tries to become a yoga teacher and takes an online course, they don’t want to learn yoga. There are plenty of other places for them to do that. They want to learn how to become effective teachers that would turn this passion into a career. They want you to teach them about finances, accounting, class planning, team management, and some yoga along the way. That’s just an example that shows how much learners are looking for.
Think about the type of profit your learners would want to get by investing in this course. Develop the course content around that center and take it as the foundational element of your promotional campaign.
2. Attract All Levels With Your Content
Every online tutor can reach a vast audience if they think of the different levels of learners they can train. You’re an expert in your field, so you can teach people at all levels, from beginners to advanced students. Do it!
Start by developing courses for beginners. That’s how you’ll gain the most attention, since people willing to start learning something always turn to online resources. Make the beginner course really, really good. The quality of your own content is the best content marketing strategy you have. Then, keep the same people engaged through intermediate and advanced courses. They will recommend the beginner course to others, so your audience will keep expanding.
To avoid getting boring for your long-term learners across levels, you can invite industry peers. You’ll interview them, so your students will get inspired by their career journey. You can also feature them as guest teachers, so you’ll spice up your content with something new every now and then.
3. Find Out What Your Audience Needs: Then Deliver It
This is a universal tip for any content marketing project. You need to align your promotional strategies with the expectations of your audience. Find out what they need and expect from online courses. Then, promote your course as the ultimate source that delivers those things.
AlgoPro, a new online service that offers coding interview practice sessions, has such a promotional strategy. The founders of this program realized what their target audience needed. They already have programming skills; they just don’t know how to benefit from them during interviews at tech companies. The promotional campaign is simple: “we’ll teach you how to excel at interviews!”
That’s the kind of strategy that can’t fail.
The only question is: what kind of practical advice does your target audience need? You’ll find out if you follow Reddit and Quora discussions. Twitter and Instagram are good resources, too.
4. Post Promotional Content Regularly
Content marketing needs a medium. In most cases, it’s a blog. Your dedicated blog will give you a lot of space to share educational content that would get people hooked on your style and all the things you have to teach. A YouTube channel is just as useful.
School of Affluence is an unusual online program that teaches women how to enter high society. Its host has a popular YouTube channel, which teaches women from all around the world how to become more elegant. It’s how she gains traction and attracts users to her paid online content. The lesson is clear: no matter what you teach, you have to give some of your content for free, so your target audience will see exactly what you offer.
You have to commit to a regular schedule of promotional content. The Google Calendar helps a lot. Plan what type of content you’ll share, how you’ll complete it, and when you’ll make it available to your audience. Then plan how you’ll promote that promotional content across social media.
You don’t think there’s enough time for work on your e-learning program and promotional content? You can always do what most online tutors do: hire a team of writers and editors from the best paper writing service to take care of the content marketing part. You’ll give them instructions based on your posting schedule, and they will get the content ready on time.
5. Get Reviews from Your Learners
It doesn’t hurt to say this again: the quality of your online course is its best promotional aspect. Send out surveys to people who have completed the course. They will share what they learned and how happy they were with the way you organized the material. After a few months, send another survey. Ask how the things they learned helped them change their lives and what goals they’ve achieved so far.
Interview some of your most successful students. Maybe someone made an important step in their career thanks to the things you taught. Someone made a thorough change and lives a completely different lifestyle now. Feature these testimonials on your site, so you’ll prove the value that your content delivers.
6. Invest in Paid Ads
Free content marketing is possible, but it’s not the most effective option. You can have a brilliant blog. You’ll even hire writers to implement SEO strategies. But without paid social media ads, you’re not achieving the full potential of your content.
Facebook, Instagram, Twitter, and YouTube ads may impose additional costs. However, they will also get tons of people towards your content, and you’ll get a chance to convert them to paying users.
There are no clear rules about the cost of paid advertising on social media. If you want to reach a massive audience, the price will build up. According to WebFX, monthly ads on Facebook cost from $200 to $1500 on average. However, you’ll also face costs associated with campaign management.
Think of it this way: you may spend $2K in a single month on advertising. However, you’ll also expand your reach and you’ll sell more spots for your course. When executed well, paid ads yield great results.
7. Engage Your Audience
This is one of the main mistakes made in content marketing: not building an engaged audience from the start. Without an audience, your e-learning content doesn’t stand a chance. Start thinking about email lists and sales funnels before you make the course available. You want people to expect it. You need them to sign up ahead of time and fit the activity in their schedule.
Start building your audience as soon as you choose the theme for your course. Be very active on social media. Deserve the status of an influencer that people want to learn from. Invite everyone to check out your course and sign up before it’s out. You’ll be sending small bits of info on a weekly basis, making them more excited as the launch date approaches.
Don’t Underestimate the Power of Content Marketing!
Your e-learning content may be great. With its quality, it will certainly attract a great audience over time. But you can’t wait forever. You want people to notice it now, while your initial enthusiasm for this course is still with you.
Content marketing is a very powerful tool for attracting a large audience. It’s not easy, but you already know how to create good content. Now you just need to create more of it.