Why Your Organization Needs to Create Educational Resources
Jim Huffman, CEO of GrowthHit and best-selling author of The Growth Marketer’s Playbook, joined Voices of eLearning to talk about leveraging thought leadership to craft a viable and impactful marketing strategy.
The conversation started with Jim running through his ascension to an expert growth consultant, starting with his humble beginnings as a part-time educator. “Once I started getting into education and being viewed…as a thought leader, having to teach, that really made me up my game, and what that did to just kind of open up doors for opportunities was pretty significant,” said Jim.
According to Jim, establishing one’s self as a thought leader is key in terms of marketing. “That’s how I want to be introduced,” he said, noting that producing content and putting it out there is important for lead generation and even for talent acquisition. “We’ve had some of our most talented employees come to us because of our content that they saw,” he said.
As far as how to get started with making content, Jim suggested going back through already existing content, like SOPs or manuals, and pulling from that material to create an educational resource. That removes the stress of starting from scratch. He also suggested emphasizing the educational aspect rather than using content to sell a product. “If you make content that truly resonates with them, the selling will take care of itself.”
When it comes to how the pandemic, specifically, has changed the landscape for marketing content, Jim said it best: “Everyone’s 2020 plans just got crumpled up and thrown in the waste basket after March, so you should probably do the same with your marketing strategy.” He then laid own how marketing needs to pivot to meet consumers where they are mentally using content that educates and provides value.
For a thought leader like Jim, the future of growth marketing is only looking brighter.
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