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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to the latest episode of the NTM Growth Marketing podcast. Today, we have an insightful conversation with Claudia, a prominent figure at GoSkills, the online educational platform revolutionizing how we approach learning business skills. What makes GoSkills stand out? How do they approach marketing in the edtech space? And how is microlearning shaping the future? Let’s dive in and discover together!
So, what exactly is GoSkills? It’s an innovative online platform, offering top-notch business courses not only to individuals looking to upskill but also to organizations aiming to empower their workforce with critical business acumen. Claudia, as the head of marketing and content at GoSkills, plays a pivotal role in orchestrating marketing projects to amplify their presence within the edtech sector.
A typical day for Claudia is essentially the nexus of marketing and educational content creation. With her team, she develops a rich tapestry of articles, courses, and other valuable content meant for daily consumption. From strategizing with the social media manager to overseeing Google and Bing ad campaigns, every inch of their platform is meticulously curated to showcase what GoSkills has to offer.
“Our North Star is still that high quality and convenience.” -Claudia Buckley
Discussing the uniqueness of edtech marketing, Claudia remarks on the dichotomy between the ease of buying a product like a microphone on Amazon and the complexity involved in marketing a service like GoSkills. From its inception eleven years ago, GoSkills has evolved from a business-to-consumer model into a thriving business-to-business service, providing organizations with quality training for their teams.
The marketing landscape in edtech, encompassing learning management and online instruction, is fiercely competitive. Despite this, with a focus on quality and convenience as their guiding principles, GoSkills has carved out its distinct niche.
GoSkills has welcomed the trend of microlearning with open arms, ensuring even the shortest content formats still offer substantial value. Yes, they do offer long-form content for those who prefer it, but the thrust of their success lies in accommodating various learning preferences.
“I can learn something in the time that it takes for my oven to preheat.”
Innovation is the lifeblood of GoSkills’ marketing strategy. By extending their course library from Microsoft Excel to project management and leadership training, the company has seamlessly integrated with the evolving needs of its market. Another significant stride was the development of their Learning Management System (LMS), paving the way for a streamlined approach to training and learning.
Moreover, the creation of their Course Builder, an intuitive tool that has democratized e-learning course creation is one of the remarkable achievements at GoSkills. With no coding necessary, it’s a game-changer for those without formal instructional design training.
GoSkills is now journeying into product-led marketing, striving to make their offerings more accessible. By providing their course authoring tool, Genie, for free, they’re allowing users to experience the full breadth of their product with minimal friction. This strategy is premised on the belief that the quality of their platform will convert users into paying customers.
“It’s less about content-led growth. We do have that. So it’s kind of a marketing mix. But now product-led growth, which we’ve been doing for the better part of a year now, is to give the product away as much as we can afford to and we believe that the people will come because they love it so much.”
As for AI, GoSkills has enthusiastically introduced “Genie,” your digital content assistant. It leverages AI to guide course creation—structuring content into an organized learning pathway. For instructional designers, it’s a godsend that slashes the usual cumbersome process in half.
Genie testifies to the potential AI holds within marketing and learning. With the tool’s ability to fact-check and curate content, it establishes a new benchmark for efficient e-learning development.
In the broader marketing horizon, AI’s role remains a canvas of potential, especially with burgeoning technologies like text-to-video conversion around the corner. Claudia is eager to see how this will transform content accessibility and cater to diverse learning formats.
Successful marketing is predicated on collaboration and communication across all departments. Claudia asserts that openness to feedback, even from the most junior team members or those outside of one’s department, can yield unexpected insights. By breaking down silos and embracing a culture of shared expertise, marketers can become more effective and incisive in their roles.
“It’s not a dictatorship. Right. So we need to learn from our team and learn from even people outside the team.”
Follow Claudia’s journey and learn more about GoSkills on their social media channels and at goskills.com. Creativity, adaptability, and product-led growth are the cornerstones of their innovation in the edtech space. As the landscape shifts and morphs, GoSkills continues to ride the wave, positioning itself as a leader in accessible, high-quality business education.
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