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How to create a world class content strategy

What tools and steps must be implemented to develop a world class content strategy? Discover how your learning content strategy can take people development to the next level.
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Go1 Content & Editorial Team
2022-05-18

To kick off Learning Technologies 2022, Europe's leading showcase of organisational learning, Ollie Browning, VP of Sales EMEA at Go1, joined David Perring, Director of Research at Fosway Group, to discuss initial findings of a unique survey.

This survey was carried out in partnership with Fosway, to help lay the state of the land and uncover what tools and steps must be implemented to develop a world class content strategy. 

The conversation dives straight into the key topics at hand, with Ollie and David posing pertinent questions around why people use content and what they might be looking for. With 140 respondents to date from small to midsize companies across Europe, Australia, North America and Africa, the survey landscape is representative of the industry and where businesses stand. 

The first data shared on the live panel, demonstrates how small and stretched L&D teams can be. With most respondents confirming they work in L&D teams of under 5, the findings show that with such a small team, there would be pressures to stick to learning agendas and focus on innovation. The survey also found that only 22% of L&D professionals work as part of a centralised team which highlights potential strains with integrating strategies within wider business objectives.  

The panel turns to the public, present in person, and on Go1’s live stream portal, to assess what the main reasons are for a business to adopt digital learning, business value aside. The top answers correlate with initial survey findings, notably; to develop a learning culture and to reach a hybrid workforce. David points out that cost is no longer a key driver though it would have consistently been in the past.

Ollie and David then look at the types of digital content that is being consumed, be it off the shelf, bespoke content or user generated content. Off the shelf content is most often used as part of blended learning, meaning that on its own, it may not reach its full potential, but if it is part of the ‘recipe plan’ says David, it’s a great way to drive more success. 

Next, the duo look at how L&D teams can maximise the adoption of digital learning content in the workforce, highlighting the positive impact of new tools and current available technologies. They look at the main drivers that can lead to advocacy and buy in. Company wide marketing, if done at the right time, can be a great way to reach audiences, while targeted campaigns tend to cut through thanks to their personalised nature. Blended learning programmes inspire learners to look for more content while peer to peer recommendations and career and talent mobility initiatives authentically engage teams.

All in all, L&D teams need to think about the main questions employees will pose. Is it relevant to me? Am I motivated to learn? Learning consumption is not just driven by the content itself, businesses need to create a culture of learning driven by embracing people’s needs including their future skills, current skills, and their personal agendas. Ollie speaks of ‘releasing the motivation’. 

Finally, David and Ollie, with proof points yielded from initial survey findings, look at how organisations are engaging with the current digital content learning market. Most businesses have 2-5 vendors on their roster and, though off the self content and bespoke content are used across a variety of business needs, we are starting to see a wider cultural shift towards user generated content. This is due to our current ‘creator economy’ where social media platforms are used as new platforms for learning. 

The session concludes on a key takeaway: it’s the quality of the experience, content and engagement that drives success. If a business delivers a positive model to their workforce across all touch points, processes and content and make it rewarding for the individual as well as the organisational needs, they are exponentially more likely to see positive results. 

It’s not too late to participate in the survey - please click here to take part. A full report and analysis of results will be shared in June 2022.  

Throughout Learning Technologies 2022, we ran six panel sessions over two days with an amazing lineup of specialist guest speakers of L&D analysts, researchers, and practitioners. Keen to catch up on all the fun? We've put together a wrap up of the event, including a recording of Ollie and David's session.

Go1 helps millions of people in thousands of organizations engage in learning that is relevant, effective and inspiring.
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