Download - "The Little Book of Learning & The Little Book of the Future" - Reed Learning

B2B Marketing Summit 2012

The Little Book of Learning & The Little Book of the Future

by Reed Learning & L&Co

Content Marketing Case Study:


@reedlearning@landcodesign

Twitter


The company


The past…


0

1,000,000

2,000,000

3,000,000

4,000,000

2006 2007 2008 2009 2010 2011

Reed Learning Directory Volumes

Declining DM


Getting sign-off

“A quality booklet covering issues surrounding professional training to be associated with Reed Learning and kept by anyone with even a passing interest in learning.

It should engage those interested in the training industry, associate useful information with the Reed Learning brand, provide subtle calls to action (not too salesy), be kept on desk, drive people to register on web.”


How much?!

£17k on a book?! At a time like this?!


Goals

– 2,000 relevant training & HR leads

– At least 100% ROI from attributable revenue

– Impression of trusted partner with

customers’ interests in mind – not a faceless

corporation


A printed book


Creating the content


Channels


Outcomes

• “Requests for copies from our membership was unprecedented and demonstrates the value the guide gave.”

Publisher, Trainingzone.com

• “The Little Book of Learning was the only thing I hung on to from the HRD exhibition and was the initial reason I got in touch with Reed” Head of L&D, Citrix


What we learned

• Invest time and money

• Begin with very clear objectives

• Don’t sell too hard

• Collaborate