Knowledge is power—both in the consumer world and in the real one. With information available to consumers on virtually any product, service, brand or topic, purchase behavior has become largely influenced by pre-purchase information-gathering via the internet.

As consumers have become accustomed to having vast amounts of information at their fingertips, they have begun to desire a greater level of detail about a product, service and brand before making a final purchase decision. This presents a challenge for marketers, as any information surrounding a brand and its associated goods or services carry weight in the mind of the consumer—whether it’s positive or negative. But, it doesn’t have to be a challenge.

“Call it “the secret sauce” to a great content marketing strategy, learning can be a powerful vehicle to help drive a more empowered and devoted customer base.”

Leveraging the benefits of eLearning technology, organizations can help shape customer perceptions and final purchase decisions by offering consumers additional value through a targeted knowledge exchange.

Here are a few ways you can leverage learning to improve your content marketing strategy:

1. Product Education

Ditch the traditional product manual for a learning solution that is both informative and engaging. You can save a tree and some frustration with a virtual, video-based product walk-through deployed as a public eLearning course.

2. Alternate or Optimal Product Use Cases

Show consumers creative ways (or the best way) they can put your product to good use by creating a public Learning Center. By giving consumers access to a consistent library of high quality, instructive, and insightful content, you can become the source of information in your industry, making consumers less inclined to surf elsewhere and giving you more control over consumer perceptions of your brand.

3. Magnitude of Solution (Product/Service) Impact

Enlist the help of experts within your organization, or within the industry at large, to speak to the delivered benefits of your product or service that solve specific problems for your audience, and make these sessions available to consumers on your public Learning Center. For example, if you’re a medical device company you could ask a doctor who has experience using your product talk to the real-world benefits of the instrument, i.e. how it specifically impacts the accuracy of the procedure or improves the treatment given to the patient.

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