Transform Courses Into Campaigns: Repurposing Learning Content for Lasting Impact

What if your carefully crafted training course could become a content campaign that actually drives behavior change? Most L&D professionals create amazing content that gets consumed once and forgotten. But what if that single course could spawn dozens of touchpoints that reinforce learning over time?

We're seeing a shift where smart L&D teams are borrowing from marketing playbooks, and it's working. The secret isn't creating more content; it's strategically repurposing what you already have.

Joining this episode is Mike Taylor, Learning Consultant at Nationwide and co-author of "Think Like a Marketer, Train Like an L&D Pro."

Mike's been pioneering the campaign approach to learning, and shows us how one webinar recording can become email sequences, infographics, GIFs, and micro-learning moments.

He explains why thinking in campaigns rather than courses changes everything, introduces the SURE model for creating content that sticks, and shows how to overcome the "we don't have time" objection with smart repurposing strategies.

Learning points from the episode include:

• 00:00 - 02:22 Introduction to repurposing and spawning multiple content pieces
• 02:22 - 05:15 Why repurposing isn't more work and how to expand your reach
• 05:15 - 06:56 Think campaigns not courses: the hero content pyramid
• 06:56 - 09:19 Leaving breadcrumb trails across multiple channels
• 09:19 - 11:51 Setting hooks and the SURE model for relevant content
• 11:51 - 12:39 Why content creates feelings whether you know it or not
• 12:39 - 14:23 Turning annual compliance into year-round micro-learning
• 14:23 - 16:37 Using AI and A/B testing data to sell repurposing internally
• 16:37 - 17:58 Finding small experiments to build credibility
• 17:58 - 21:13 Visual repurposing: webinars to GIFs, polls to graphics
• 21:13 - 23:13 Using Camtasia for Microsoft Office tips and animated GIFs
• 23:13 - 25:00 Why even simple content benefits from repurposing
• 25:00 - 26:53 Making subject matter expert content digestible
• 26:53 - 31:15 Outro

Important links and mentions:

• Connect with Mike Taylor on LinkedIn: https://www.linkedin.com/in/miketaylor/
• Find out more about Train Like a Marketer: https://trainlikeamarketer.com/
• Camtasia: https://www.techsmith.com/camtasia/  
• Snagit: https://www.techsmith.com/snagit/
• Audiate: https://www.techsmith.com/camtasia/audiate/