Want More Engagement With Your Learning Content? Do these 3 Things
MORE DATA on what the best L&D teams do!? You better believe it.
Last week, we looked at how they drive impact. This week, it’s all about their top tactics for more engagement and better learning content.
?? If naming a resource is an afterthought, keep reading!
??? If you’re not tapping into headers, thumbnails and embedded media - read on.
?? And if you want to know what Nuggets are and how they help you create content for the flow of work… you know what to do.
1. Use clear and concise titles to ensure more people find your content
What if the problem wasn’t that nobody engaged with your content, it’s that they couldn’t find it?
Discoverability is a very real and overlooked problem because people can’t use what they can’t find.
And that’s why high-performing teams use clear and concise titles that explain the problem they solve or what the end user can expect to learn.?
The average title length of high-performing content is just five words, while no title in the top 100 resources contained more than 10 words.
Here are a few examples from the top 100:
?? Growth and Performance cycle
?? Leadership Hacks: January (Setting Stretch Goals)
?? Incident Management at (company name).
And the better question is: why are they good examples?
Good titles tap into the Four U’s for writing headlines: Ultra-Specific, Useful, Unique and Urgent (or time-sensitive).
Each example is very clear on which issue they solve. Our middle title explains when this is relevant, and our final example – by including company name – explains how this is uniquely relevant.
PRO TIP! Use the language of your learners. How are they going to phrase the problem in a moment of need? That's the terminology to use.
The same principles apply to descriptions. A good title makes your content more discoverable, while a solid description encourages people to click into it.
92% of the top 100 resources contained a description, with an average of 11 words.
2. You should be using headers, thumbnails and in-content media
Think about these two scenarios – the last time you read a blog post and your most recent YouTube search.
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?? We bet that blog had a relevant header image and either visuals or videos within the post.
?? And when your question surfaced the YouTube search results, part of your decision to click was based on the thumbnail.
High–performing learning content plays by the same rules!?
80% of the best-performing resources used a header image, while 100% used thumbnails to improve appeal and click through rate from search results.
According to YouTube, 90% of top-performing videos use a custom thumbnail, which is specific and relevant about the content in the video.?
Blog and social media images, meanwhile, are proven to be more effective when they show people.
And as you’d see in online content, high-performing learning content also uses videos and images.
41% included an image within the resource, while 16% incorporated video content.
3. Top L&D teams create content that can be consumed in the flow of work
We already mentioned Nuggets, but it’s important to understand what these are before we dive into the numbers on how winning L&D teams use them.
?? From a learner perspective, they’re informal, accessible, micro-learning-style resources that help people learn and apply information when they encounter problems in moments of need.
?? For your L&D team and internal experts, they’re a frictionless, simple way to capture and scale content creation. They look like this ??
More than a third (38%) of content created by high-performing L&D teams comes in the form a Nugget...
With the rest made up of formal content like traditional courses and SCORM.
By tapping into Nuggets and internal experts, these companies are creating content that’s relevant to and can be applied in the context of work!
People who’ve solved business problems are sharing their wisdom with others in a format that allows them to apply it when they encounter the problem themselves.
And this is reinforced by the average time spent on SCORM & Courses (46 minutes) and Nuggets (17 minutes).
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