Repurposing educational content for marketing, setting up content ownership and more with Shannon Howard

Everyone's talking about GenAI in customer education, but here's the reality: Implementing AI successfully in corporate projects isn't as straightforward as most conversations suggest. The real challenge? Replicating others' successes consistently across different projects. Enter Jason Gorman, his journey from 25% to 75% AI adoption wasn't just about using the tools—it was about building systematic processes that deliver consistent results. Listen to the full episode: 00:00 Promo 02:09 A Practical Conversation on AI In Education  04:33 Scaling AI: From 25% to 75% Implementation 06:37 Gen AI Tools vs AI-Powered Tools 10:00 Email Efficiency: Saving 4 Hours Weekly with AI 12:20 The True Cost of Delayed AI Adoption 14:53 Content Playbooks: The Foundation of AI Success 18:06 Case Study: AI-Powered Learning Program 22:54 Mastering AI Content Review 26:19  Strategic Use of Chat/Threads in Chat GPT 29:45 The Four Pillars of AI Content Creation 35:05 Building Your AI Playbook: Step-by-Step Guide 44:34 Enhancing SME Partnerships with AI 49:03 AI Agents and Human SMEs 53:32 Building Data-Driven Customer Personas (1:04:41) Developing Your AI Implementation Mindset

Access Shannon's Project Brief Template- https://docs.google.com/document/d/16w5tMjxkg5-4TuujCI2wZ7Wrz4QJPiFRR-Ae4MsSeBM/edit?tab=t.0 In part 1, Shannon discussed the importance of driving collaboration between marketing and educational teams. In part 2, we continue to conversation with Shannon explaining the importance of setting up content standards, content ownership, and ways to repurpose content. Dive in: 00:51 Topics discussed  02:02 Content coordination & ownership 03:43 Do product marketers make good SME’s? 05:56 How automations can help internal marketing 07:23 Following up while collaborating cross-functionally 09:16 Repurposing Educational content for marketing 11:43 Challenges you face while collaborating 14:13 Collaborating remotely requires intentionality 16:05 Why everyone must set Project briefs 18:10 Building a customer educator’s brand presence

You spend months working on a course, launching your academy. But are you making sure if it reaches the right *eyes & ears*? Listen to Shannon Howard, explain the importance of marketing to drive successful educational programs. Don't miss out the *elephant in the room* - Driving successful collaboration between marketing & educational teams. Topics discussed 00:00 Introducing the Episode 02:32 Key Podcast Topics 03:26 Content, Content, Content 04:27 Marketing lens on Customer Education  05:34 Education lens on Marketing 06:44 Pre & Post-Sale Education  08:51  Collaboration between Marketing & Education teams 10:49 Repurposing Intellum’s Educational Content  13:05 Shared KPI’s for Successful Collaboration 16:11 Unspoken Key to Driving Cross-Functional Collaboration  18:58 Planning Content Roadmap 20:54 Setting up Content Standards 24:25 Part 2- Content Coordination & Ownership Stay tuned for Part 2 

00:00 Intro  02:51 Exploring the Kirkpatrick Model for Measuring Learning Outcomes 05:47 Assessing Learning Through Surveys and Feedback 09:04 Scenario-Based Assessments in Training Programs 12:00 Instructor Reflection and Continuous Improvement 14:52 Behavioral Change and Support Ticket Reduction 18:14 Quantifying Support Ticket Costs and Impact 21:08 Instructor Performance and Knowledge Sharing 23:53 Key Takeaways for Aspiring Instructors

In this two-part episode, Dan Braithwaite breaks down 10 years of insights on running great Instructor-Led Training programs. 00:00- Podcast Promo 03:21- VILT vs. E-Learning – What’s better? 03:55- Benefits of VILT 04:57- Designing ILT for decreasing tolerance levels 06:33- Grabbing attention quickly 08:21- Why stick to 3 topics per session? 09:02- Prioritizing ILT topics from support tickets 13:54- The "Tell me, show me, let me try" framework 17:35- Ideal length for an ILT session? 19:48- Structuring your session time wisely 21:12- Tapping into learner motivation 22:36- The secret to a successful ILT session 24:55- Helping shy learners speak up 26:25- Questions that “read” your audience’s needs 28:18- Unlocking group expertise in sessions 31:22- Measuring real engagement in ILT 36:04- Ending an ILT session perfectly

Subscribe to our monthly Customer Educated Newsletter - https://customereducated.substack.com/ Timestamps 02:50 Using NPS Commons to Validate Training Roadmaps 05:06 Using Chat GPT for Sentiment Analysis 08:22 Making Informed Assumptions and Validating with Data 14:27 Trust and Confidentiality in Using AI Tools 22:32 Criticisms of NPS and the Value of Feedback 27:50 Improving Support Tickets and Customer Feedback 30:47 Meeting Customers Where They Are 33:07 Analyzing Churned Customers and Improving Retention 35:32 The Value of Education in Improving NPS and Customer Loyalty

Subscribe to our monthly Customer Educated Newsletter - https://customereducated.substack.com/ 03:23 The Value of Connecting with People through Podcasts 08:21 NPS comments is what matters 11:15 Setting NPS Standards and Targets 15:31 The Ratio of NPS Scores to Written Feedback 16:30 Asking the Right Questions for Feedback 21:40 Segmenting personas for NPS 25:53 The Role of Education in NPS Feedback 29:31 Parsing Feedback and Identifying Themes 32:28 Collaboration between Customer Educators and Customer Success Managers

Download Eric's Automation Guide for Free - ⁠here⁠ At Heap, Eric Mistry had successfully developed 30+ automations that ended up saving 20 hours of manual work done by the Director of Customer Education. In this episode we dive into the question 'Why is there no content on building automations for customer education teams" 00:00Introduction 01:29 Eric's Journey to Customer Education 07:54 The Lack of Content on Automation in Customer Education 08:26 The Role of Operations in Customer Education 10:21 The Role of Automation in Operations 11:49 Eric's Current Role and Expertise in Automation 15:39 The Definition of Automation 21:57 The Need for Automation in Customer Education 25:25 Common Problems and Tasks that can be Automated 27:55 The Value of Using Zapier for Automation 31:18 The Need for Automation vs. Subscribing to a Product 34:15 What to Automate and What Not to Automate 37:09 The Ideal Source of Truth for Training Programs

Download Eric's Automation Guide for Free - here In this episode, Akash Anil sits with Eric Mistry to understand the impact of building automations to make customer education teams more productive and data-driven- from making data talk between your LMS, CRM and google sheets, to finding the ideal source of truth, to how to building automations effectively using tools like Zapier, this podcast is a a must listen for those involved in customer education 00:00 Introduction 00:59 The Significance of Automation in Customer Education 03:01 Building Automated Bot Responses in Slack 04:27 Expanding Automation Capabilities with Zapier's AI Tools 05:24 The Simplicity of Building Automations with Zapier 10:04 The Accessibility of Automation Tools for Non-Technical Individuals 12:28 Understanding the Workflow of Automations 15:20 Automating the Instructor-Led Training Booking Process 22:40 Templatizing Automations for Scalability 26:21 Learning Automation Skills and Resources 33:31 Breaking Silos and Bringing Data Together with Automations 38:23 The Impact of Automation on Customer Education 44:24 Driving Conversations on Automation in Customer Education

We all use the word "He's a trained customer" but Vicky Kennedy strongly opposes this notion. Tune in to the podcast to learn why 00:00 Introduction and the Value of Customer Education 03:04 The Need for Attribution Models in Customer Education 04:02 Building a Compelling ROI Story for Education 07:45 The Concept of Trained and Untrained Customers 10:36 Mapping Competencies and Use Cases in Customer Education 12:28 The Limitations of Engagement Metrics in Education 21:20 Key Takeaways for Customer Education Teams