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Sample Deliverable

Paul M
November 28, 2021
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Sample Deliverable

Paul M

November 28, 2021
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Transcript

  1. Online Learning
    Blog Best Practices
    April 2017

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  2. CLIENT has the most prolific blog in the space and develops content in a creative spirit that aligns well with the company’s core
    values. However, there are multiple tactics CLIENT should look to implement through its blog, learning from its competitors:
    1. Ensure the Blog is Part of the Sales Channel: Position the blog as part of a strategic sales-focused “funnel” (e.g. General Assembly)
    that is a portal for customers and future customers to become part of the community. Currently there is not clear “ask” of the reader
    such as joining the “community” or signing up for an email list. There is an opportunity to add email signups to the blog page and
    having a consistent strategy across all channels (e.g. popups, banners etc…)
    2. Leverage Medium & Increase Distribution Channels: CLIENT has an 14,200 existing followers on the Medium platform. Consider
    cross posting current blog content on Medium (CLIENT has an existing publication, but has not posted since 2015). In addition
    CLIENT should look for opportunities for its leadership team and other content creators to write articles and post through other
    channels to increase distribution (e.g. Udemy with Fortune and Inc)
    3. Highlight Longform & More Popular Posts: Currently the top of the blog page highlights the latest posts in reverse chronological
    order. There is an opportunity to highlight higher quality posts or longform featured content to quickly engage reads that land on the
    site
    4. Consider Increasing Business/Product Updates: Some competitors use the blog to share business updates or product
    enhancements. CLIENT could consider increasing sharing of this type of content, especially to continue to engage with current
    customers/followers
    5. Continue to Innovate: Given the strong brand image and mission around video, photography and other creative content, CLIENT
    should continue to look for “out of the box” approaches to communicate to its audiences that push the blog channel further
    Executive Summary

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  3. Competitors Assessed: Top Content Types
    Business Updates /
    Community Events
    Industry Perspectives &
    Student Stories
    Industry Perspectives &
    Career Insights
    Creator stories
    Business & Product
    Updates
    Weekly links & CEO/VP of
    Talent Original Content
    Most common content posted on blog:

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  4. Udacity and Udemy are most active bloggers but still post much
    less than CLIENT
    On average, 41
    posts per month,
    more than 3x all
    competitors
    CLIENT

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  5. Lessons to learn from competitors
    #4 High Quality Data-
    Driven Content
    #3 Personal Story
    Driven Content
    #1 Consistent & Diverse
    Content / CEO & CXO Content
    #2 Expanding Reach
    Through Medium
    #5 Push for e-mail
    signup and links to
    product offerings

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  6. #1 Udemy consistently rotates five types of content on its blog
    Cross-Published Original Content Instructor Stories
    Influencer/Guest Blogs
    (e.g. Seth Godin)
    New &
    Featured
    Courses
    Weekly Links

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  7. #1 Udemy - CEO & VP, People write original articles and
    cross publish on Fortune.com and Inc.com
    On Fortune.com: On Udemy Blog:

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  8. #2 Udacity has built a strong social following on Medium
    ● Cross-posts content from
    its regular blog on medium
    ● Has most followers of any
    competitors (50k) on
    medium
    ● Has established a
    publication that has blog
    content plus additional
    posts

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  9. #3 Coursera is increasing focus on the blog and prioritizing
    personal stories
    Coursera is increasing its blog activity
    # of Stories Percent
    Learner Story 19 54%
    Career Guides/Insights 5 14%
    Product Updates 4 11%
    Community/Events 5 14%
    Coursera Conversations 1 3%
    Employee Announcements 1 3%
    With a heavy focus on stories & insights

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  10. #3 Coursera - Stories tied to their courses

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  11. #4 General Assembly has consistent high-value content
    Hands-On Applications Industry Insights Data-Driven Insights

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  12. #5 General Assembly consistently pushes for readers to join
    community, signup for e-mail and explore products
    Signup Prominently
    Featured on Blog
    Pop-ups on Bottom of Page as Scrolling
    Mobile Pop-Ups
    Links to Programs in All Posts
    Pop-ups on Bottom of Page as
    Scrolling

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  13. Additional Ideas to Consider
    Mozblog: More prominent personalities on
    blog homepage and liking of posts
    Udemy: Weekly/Monthly Links of
    Thoughtful Content for Readers

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  14. Benchmarking: Blog Page Features
    Features:
    Homepage:
    Multiple Articles
    Homepage:
    Chronological
    Vertical Posts
    Link to
    Products
    Blog Articles
    Featured on
    Homepage
    Subscribe E-
    Mail Link
    Udemy ✓
    Khan Academy ✓
    Coursera ✓ ✓
    Masterclass ✓
    Udacity ✓ ✓ ✓
    General Assembly ✓ ✓
    CLIENT ✓ ✓ ✓ Opportunity

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  15. Benchmarking: Individual Post Features
    Features:
    Share Links Share Count Comments
    Ability to “like”
    Post
    Udemy
    Khan Academy
    Coursera ✓ ✓
    Masterclass ✓
    Udacity ✓
    General Assembly ✓ ✓
    CLIENT ✔ ✔ ✔ Opportunity

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  16. Exploring Medium as an
    additional Blog platform

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  17. Brands are taking advantage of Medium to increase
    distribution of Blog
    # of Medium Followers
    50k
    1.4k
    38k
    14.2k

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  18. OKCupid has migrated a successful blog to hosting
    on Medium
    ● Has taken data insights into
    platform to help its users
    be smarter and more
    informed with data
    ● Its content aligns well with
    its user base (young,
    curious, progressive)
    ● Have moved their blog to
    fully hosted on the Medium
    platform
    ● Have multiple topic areas

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  19. General Assembly On Medium
    ● Cross-posts content from
    its regular blog on medium
    ● Has second most followers
    of any competitors (38k)
    ● Has established “The
    Index” publication that also
    includes posts
    Pushes readers back to
    website to sign up via email

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  20. Udacity On Medium
    ● Cross-posts content from
    its regular blog on medium
    ● Has most followers of any
    competitors (50k) on
    medium
    ● Has established a
    publication that has blog
    content plus additional
    posts

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  21. Coursera
    ● Visual
    ● Focused on stories
    ● Has “sub-blogs” focused on
    business, educators and
    product/feature
    improvements and
    updates
    ● Also have an additional
    “Tech Blog” that talks
    about building the
    business

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  22. Coursera: Four Targeted “Sub-Blogs”
    ● Case studies, insights and interviews on how
    Coursera is being used in business
    ● Insights from educators, teachers and
    conferences
    ● New feature and product enhancement
    announcements
    “Tech Blog”
    ● Posts on building the company
    ● Technical / engineering posts
    ● Coding challenges

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  23. General Assembly
    ● Regularly posts content
    ● Cross-posts on Medium
    ● Very consistent, high
    quality and data-driven
    content
    ● Content focuses heavily on
    industry perspectives,
    career insights and stories
    from leaders in fields
    related to their courses

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  24. Masterclass
    ● Positioned as “news”
    rather than a blog - not
    easy to find
    ● Very limited content -
    focused primarily on a
    contest they held and
    some business updates

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  25. Udacity
    ● Posts content most
    consistently of any
    competitor (~12 posts per
    month)
    ● Prominent links to
    subscribe and enroll on
    blog
    ● Cross-posts on medium

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  26. Udacity content driven by “chief words officer”

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  27. Udemy
    ● A weekly digest of news
    ● Stories of instructors
    ● Highlights of courses
    ● CEO and VP, People are regular
    content contributors (also
    cross-publish in Inc. and
    Fortune)

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  28. Udemy - Diverse, Consistent Content
    Cross-Published Original Content Instructor Stories
    Influencer/Guest Blogs
    (e.g. Seth Godin)
    New &
    Featured
    Courses
    Weekly Links

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  29. Udemy - “Friday News Roundup”
    Weekly post - topics include:
    ● Work & independence
    ● Creativity
    ● Personal development
    ● Interesting articles
    ● Learning

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  30. Khan Academy has de-prioritized blogging
    Has all but abandoned blogging
    # of Stories Percent
    Community / Events 12 40%
    Product Updates 10 33%
    Business Updates 4 13%
    Industry Perspectives 4 13%
    Blog is mainly used for updates on events,
    products and the company

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  31. Khan Academy
    ● Simplest blog - page features
    full length blog posts
    ● Posts focus on business,
    product and community event
    updates (e.g. contests)

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