In today’s marketing, we use Content Marketing as one of our number one lead generating sources. This content tends to be educational in nature. Since the content typically is both online and off-line it very much resembles the training model defined as Blended Learning. Blended Learning is a training model that integrates multiple delivery modes and learning activities, generally a mix of e-learning, classroom exercises, coaching and project based applications. A well-designed blended learning package combines complementary learning activities that will attain a defined level of subject matter mastery. Is this not basically what we’re asking our marketing to do?

I discovered a study (while reading The Blended Learning Playbook published by MoreSteam) by the Centre for Studies in Advanced Learning Technology of Lancaster University. It suggested that there is a wide use for networked learning for the following reasons:

• Students found a high degree of interactivity and flexibility when combining online tools with other virtual activities. 54% of survey respondents reported feeling more in control of their learning over time and location.
• The variation of interactive options(discussion forums, classroom activities, cats, study halls(encourage more interaction among students in situations where those opportunities did not exist.
• Students in organized blended programs experience more reflective learning, while facilitated deeper processing the material. They felt that they were better able to respond to content or afforded the opportunity to the sword it over time, rather than respond immediately, as is often the case in a traditional classroom environment.
• Recorded discussion and e-learning leaves a permanent record. In a classroom, when the instructor has finished their remarks, most of the instruction is also finished. When e-learning is used as the primary delivery mode for content, it can be re-access as often as a surrogate for refresher in just-in-time learning.
• Network learning provides richer opportunities for peer learning. Particularly in deployments where students are not co-located, tools like discussion forums and project management applications foster more communication within cohorts. Students find great value in the strength of their new network. 79% of respondents to this case study felt they had learned from the contributions of fellow students.

MoreSteam also put a small chart in the book explaining Blended Learning which I thought could serve as an excellent outline for a content marketing strategy. I have used parts of it below to outline the reasons for developing a content marketing strategy:

• Less expensive, more flexible and more effective
• Don’t believe design integration of live and online materials and methods
• Designed to have scheduled meetings with trainers, technicians and sales.
• Rooted in best practices as identified in adult learning theory
• Designed to be delivered as needed and in harmony with work schedule
• More scalable, allowing redirection of personnel resources
• For a variety of experience and levels of technical savvy
• Highly interactive exercises and activities
• Opportunities for team members in leadership to manage project workflow and receive Information on demand

Blended Learning is being proven as a very effective way of learning and for the adult population it may be the most effective way of learning. I encourage before developing a content marketing strategy of your own to review some of the principles of Blended Learning. MoreSteam is a great resource and offers a wide variety of resources at www.moresteam.com

If we are talking about Blending, I have to include a Will it Blend Video in lieu of a picture: How about one for marbles?

By the way, how blended is your marketing?

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