E-learning: Share your knowledge

Turn your offline workshops and keynotes into online courses and guides

Generate MQLs through free learning opportunities

Your organization is home to a fountain of knowledge. Share it.

If you've been preparing a workshop only to have the event called off, your prep can still be of use. Even if you haven't, your company will be home to all sorts of experts with interesting things to teach your audience, and this is another excellent way of generating quality leads online. An e-course doesn't have to be an all-singing, all-dancing digital extravaganza. There are a number of ways, some significantly faster and cheaper than others, to pull one-off.

Email courses

A simple way of executing an e-course for lead gen purposes is to offer a course through the trusty channel of email and promote signups on a landing page with targeted ads. Registrants will receive an email a day, or a week, for however long the course lasts featuring a lesson on the subject they've signed up for. See our own unforgettable content course for example. This requires little-to-no design or development resources and is ostensibly something you could try out over the next six weeks.

Masterclass webinars

Live webinars give participants the opportunity to answer polls, ask questions and otherwise engage more deeply with a subject being taught than a video alone does. That said, if you don't have the resource to regularly run live masterclasses online, you can make recordings available on-demand and generate leads that way.

Microsites/subdomains

If you have enough educational material and experts to work with, you can create a lead-gen machine of an e-course hosted on its own microsite or subsection of your website. This is, needless to say, a heftier investment, but one that is likely to pay off in the long term, as a more premium user experience establishes greater trust in your proposition. Feature video tutorials, interactive quizzes, even a forum to start building an e-learning community.

Guides & handbooks

Good old content marketing can also help you turn expertise into MQLs if you create an asset worthy of data exchange, such as a detailed handbook or timely guide. Experts often don't have time to sit down and create these, but a lot can be achieved through interviews with a ghostwriter and an iterative approach. Especially when working in an agile digital format (like this one).

Do you currently offer any structured e-learning as part of your lead-gen?

Yes, it's been very successful for us
Yes, but the results could be better
No, but we will this year
No, no plans to do so this year