CASE STUDY: 'The Little Book of Learning & The Little Book of the Future' for Reed Learning by L&CO

Reed Learning, a leading provider of corporate training programmes, produced a content marketing strategy to acquire data and drive revenue during the economic downturn.

The approach was a series of two free “little books” which addressed topical issues and concerns of HR professionals and those in the market for training.

This approach was at odds with other players in the industry who were focusing their efforts on discounts and direct response campaigns. By aiming instead to engage with clients’ interests and concerns through insightful and engaging content, this campaign took something of a risk.