Ilex has embarked on a series of seven training sessions across the UK focused on writing for the web. As we hold these sessions, we are seeing how training can not only give organisations tips and tricks for improving their content but also have some unexpected benefits.
When we mix theory and practical knowledge, we help organisations build a foundation for creating better content. We also see some bigger picture benefits that aren’t always quick to recognise.
A Cohesive Approach – Across multiple training sessions across regional or international offices means everyone has the same starting place, approach and understanding. That means the resulting copy or content will be consistent and cohesive. Brands are built with consistency.
The Self-Examine – Training sessions are a great opportunity to stop, review and decide what the best way forward is as a team. The best training is interactive and built around solid dialogue. A lecture is passive. A training session should be active. It is where a team can discuss what they do now and how they can refine their approach as a unit. Training is a great way to reflect on the organisation and look at ways to improve it.
Questioning and Debate – “Don’t just question some things. Question everything.” Training is an opportunity to explore areas where the team may not be experts. If a topic or trend is of interest, get the expert to explain. Ask them what techniques or approaches to content or marketing work and why. There are more than enough ideas or recommendations on the web but a training session is where practical realities can be debated, discussed and then put into action.
The Action Plan – Training sessions are an opportunity to learn, understand then sketch out a plan of action for putting this newfound knowledge into action. By the end of the session, participants should be able to list out the steps they are going to take to improve their organisations. The end result of training sessions shouldn’t be a tick in the box but concrete steps forward.