{"id":110624,"date":"2024-03-01T08:00:39","date_gmt":"2024-03-01T13:00:39","guid":{"rendered":"https:\/\/trainingindustry.com\/?post_type=articles&p=110624"},"modified":"2024-11-07T11:35:53","modified_gmt":"2024-11-07T16:35:53","slug":"how-to-maximize-roi-with-the-best-marketing-content-for-ld","status":"publish","type":"articles","link":"https:\/\/trainingindustry.com\/articles\/marketing-resources\/how-to-maximize-roi-with-the-best-marketing-content-for-ld\/","title":{"rendered":"How To Maximize ROI With the Best Marketing Content for L&D"},"author":40,"featured_media":110632,"template":"","tags":[2902,29547,124],"class_list":["post-110624","articles","type-articles","status-publish","has-post-thumbnail","hentry","tag-data-and-measurement","tag-ld-marketing","tag-roi","global_topic_tax-marketing-resources"],"acf":{"sponsored":false,"gated":false,"gated_content_type":"","file_attachment":null,"gated_content":"","form_instruction_header":"To access the full article, please fill out the form below:","pardot_html_embed":"","author_override":true,"author_name":"Bert Hart","author_image":114673,"author_bio":"Bert Hart is a marketing specialist at Training Industry, Inc. who has experience in ensuring ROI for marketing campaigns.","excerpt":"To get a marketing strategy up and running, marketers must focus on a variety of marketing content types to reach their audience. This article will review types of content that can maximize your L&D marketing campaign and reach your audience.","main_content":"One question learning and development (L&D) marketers are constantly asking themselves is what marketing content will provide the best return on investment (ROI)?\r\n\r\nWhich is better: an engaging webinar with a charming, witty, energetic host, or an expertly crafted email sharing data on human behavior, an eye-grabbing banner ad with an enticing call to action (CTA), or a massive display at a conference with beautifully crafted visuals?\r\n

Where do Potential Buyers Source Information?<\/h2>\r\nThe answer lies in recent L&D buyer persona data. Training Industry, Inc. asked 800+ L&D buyers where they go to source information when they have a need and want to find a solution to help address that need.\r\n\r\nWhen asked \u201cWhat are your top information sources when seeking a provider\u201d, the pool of L&D buyers had the following in the 50-59% percentile:\r\n\r\n\r\n\r\n
\r\n
    \r\n \t
  1. Existing working relationship<\/li>\r\n \t
  2. Demonstrations and examples of work<\/li>\r\n \t
  3. Industry or association websites<\/li>\r\n \t
  4. Accolades in industry media<\/li>\r\n \t
  5. Thought leadership content<\/li>\r\n \t
  6. Recommendations and referrals by peers<\/li>\r\n \t
  7. Industry conferences<\/li>\r\n \t
  8. Thought leadership assets<\/li>\r\n<\/ol>\r\n<\/td>\r\n
\r\n
    \r\n \t
  1. Direct sales outreach<\/li>\r\n \t
  2. Webinar sponsorship for relevant topics<\/li>\r\n \t
  3. Advertisements in industry publications<\/li>\r\n \t
  4. Social media channels<\/li>\r\n \t
  5. Local directories<\/li>\r\n \t
  6. Web search<\/li>\r\n \t
  7. Relevant email outreach<\/li>\r\n<\/ol>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nMarketers can use these responses to gain valuable insights about what type of content provides the highest return on investment.\r\n\r\nWith that being said, a marketer should not simply focus on one of these solutions. Instead, they should develop a marketing campaign that builds off of providing multiple information sources for their audience.\r\n

    What is Your Buyer Asking?<\/h2>\r\nTo get a marketing strategy up and running, marketers must focus on a variety of marketing content types to reach their audience.\r\n\r\nInstead of getting overwhelmed, let\u2019s focus on an easy way to spread your content to the right areas and take advantage of the different types of content to provide the best ROI for your company.\r\n\r\nTo start, put yourself in the shoes of your buyer and answer five questions they would ask on their journey, spanning from seeing your brand for the first time to becoming a client:\r\n