Applying a publishing process to training content

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At Marketo University yesterday I presented a training program around how companies can apply Marketo’s recently released program management functionality to get more out of their events.

My recommended approach to program management entails creating a “master event program template” which contains all of the rules and data-driven email and landing page templates. This saves time and operationalizes best practices around events, while creating a program performance report that measures event success.

The original request from Marketo was to create materials for Marketo University – a training point production. Our “Create Like a Publisher” process says, however, that content creation should follow a programmatic approach, and consider multiple purposes when making the time and resource investment to create content. Said another way — rather than repurpose content after the fact, which is inefficient, create it right the first time.

So in following this create like a publisher process, we created:

  • a 30-minute on-demand training webinar
  • Materials for live and web-based training courses – part of which I delivered at yesterday’s event
  • a 2-minute vignette for a customer audience, to promote the training – with versions linking to both register for the live training and view the on-demand webinar
  • a 2-minute marketing vignette to promote the new capabilities
  • Multiple sales vignette versions with proof points and objection handlers for engaging with customers

The final programs leveraged common elements including:

  • Visuals
  • Product screenshots
  • Taxonomy & key phrases
  • Production technique & style
  • Narrator
  • Various core content modules

This drives consistency and cost efficiency while addressing needs across the entire organization – sales, marketing and training – which breaks down some of the  silos typically found within organizations.

In addition, our “Create Like a Publisher” process ensures that all source assets (visuals, images, video, audio, scripts) are managed for re-use at a modular level through a central database.

Click here to see the examples of the vignettes created for multiple purposes for this Marketo program.


Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
Contact: jburns@avitage.com           Phone: 508-397-7059           Copyright © 2020 Avitage Consulting LLC. All rights reserved.