Full Description
Use Marketing Strategies to Captivate and Persuade Your Audience
At first glance, marketing and L&D may seem like an unlikely combination. But on closer inspection, both fields share two core goals: getting people's attention and influencing their behavior. Marketing involves captivating, persuading, and creating value—all of which are key to learning design. When done well, learning design grabs participants' attention like a great marketing campaign and engages them emotionally and intellectually to make learning stick. In this innovative volume, marketing and L&D experts Bianca Baumann and Mike Taylor ask: How can L&D pros make learning programs more effective by thinking like expert marketers?
To answer that question, Baumann and Taylor explore the potential of marketing-inspired L&D. You'll discover:
What makes marketing so persuasive and how to apply it to learning
How to craft magnetic learner personas and journeys to pull people in
Tactics for writing and designing content to capture attention
Digital tools and automation strategies to multiply your effectiveness
Ways to measure and optimize for maximum results
Whether you're new to learning design or a seasoned pro, this practical guide will transform how you create and deliver training. Get ready to boost engagement, improve retention, and deliver learning experiences that truly resonate.
Contents
Preface
Introduction: The Power of Marketing for Learning and Development
Chapter 1. Design Learning for the Way People Think
Chapter 2. Create Learner Personas That Inspire
Chapter 3. Map Learner Journeys From Awareness to Action
Chapter 4. Maximize Learning With an Effective Content Strategy
Chapter 5. Captivate Learners With Writing That Clicks!
Chapter 6. Leverage Visuals for Maximum Impact
Chapter 7. Execute a Successful Learning Campaign
Chapter 8. Level Up Learning With Marketing Technology
Chapter 9. Measure the Impact of Your Efforts
Conclusion: Small Steps, Big Impact
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