#ContentStrategy #MOOC – Week 2

Posted on Apr 13, 2015

If you’ve not read my Week 1 post from this series, you may want to read it prior to reading this post….

I plan to blog my way through, initially this MOOC, and in time through the whole specialisation. In order to stop these weekly posts from becoming a ramble I am going to try and stick to the following headings

  • This weeks theme
  • Key takeaway(s)
  • Coursera/MOOC design observation
  • Synergies with L&D
  • Homework/Assignment


This weeks theme.

Audiences and Brand


Key takeaway(s)

My key takeaway from this week was that for most people self interest, precedes motivation – think about it.


Coursera/MOOC design observation

I’ve continued to take notes in Evernote and am pleased to see that each video continues to include a Take Back To Work slide.

Disappointed to see that the only formative knowledge test question this week fell into a classic question writing trap….

Guess which is the correct answer… 😉

I wonder which answer is correct.....

I wonder which answer is correct…..

Synergies with L&D

Really, really getting under the skin of the audience was a very strong message this week.

This is something that I have attempted to do in the past via my Learner Survey project, but I feel I need to do more of this. More often. To a deeper level.

The MOOC talked a lot about personas. This is something that a number of Instructional Designers I used to work with used to have as part of their process – I need to look into this in more detail.

Do you really get under the skin of your audience?

Do you develop personas? – If you do, I’d love to hear more in the comments below.


We were asked to:

As we discussed in the lecture, organizations too often take one of two approaches.


i) Provide content to the audience(s) that the organization thinks the audience wants. It may or may not have actual value to the target audience


ii) Provide content to the audience that the organization wants the audience to know. It too may or may not be of interest to the intended recipients.

If you view these two approaches on a spectrum, where does your organization fall?

Is this the correct place for your organization to be?

Why or why not?

Here was my response.

Over the course of my career I have worked in a number of industries that are heavily regulated (Nuclear, Healthcare and Financial Services) and it strikes me that on the majority of occasions, when delivering content (I’m talking specifically compliance related training) the Organisation usually defaults to delivering what *it wants* the audience to know in order to satisfy regulatory requirements.

On the surface of it, this seems like a logical approach to take and one that is (unfortunately) rarely challenged.

An unfortunate side effect of this approach (amongst others) is that it provides a false sense of security as more often than not the compliance training it *pushed* onto employees, they begrudgingly undertake it and very quickly forget about it – the organisation however has ‘ticked a box’ and falls into that false of sense of security that all is well because people have been exposed to / (force fed?) the content.

A smarter of way of achieving both the regulatory ‘tick in the box’ and also an increased likelihood of lasting behaviour would be to deliver content to employees that sits much closer to their personal interests than perhaps that of the organisation.

Take the subject of Data Protection….

Deliver content relating to how employees can better secure their and their families data protection (tapping into what have learned about self interest preceding motivation).

This way when the organisation *has* to deliver organisation-focussed Data Protection content, there is a greater chance of people *really* taking notice as we have already delivered content in this subject area that was of personal benefit to them.

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