Yet another successful company has taken my advice about building an education center instead of “blogging”.
Yes, I’m kidding. Active Campaign probably has no idea who I am and that I’m an advocate of building these things that I and others call education/resource centers.
On Sep 21 I got an email from Active Campaign announcing this new education center: http://www.activecampaign.com/learn/
I like how they’ve handled most of this content marketing asset:
In particular, the taxonomy they’re used to organize the content is useful and relevant to their audience’s interests.
The email list opt-in is handled via an inline form rather than an obtrusive fullscreen pop-up, which I believe is the more reader-friendly way to handle opt-ins.
My only criticism is the left sidebar, which categorizes content based on media type. I think that’s superfluous and mostly irrelevant to reader needs. I can’t imagine most readers navigating the content based on guides vs. video series vs webinar.
I like education/resource centers because you can build them one once, populate them with content that demonstrates your expertise, and then leave them alone. Of course, you need to combine them with a few other “moving parts” to have a fully functional lead generation funnel.
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