How My Learning Hub and Scribly harnessed the power of thought leadership to boost a following and build a brand

Empathetic thought leadership that drives real results.

Businesses worldwide are increasing their Learning & Development (L&D) investment. But that investment only works if employees engage. 

My Learning Hub is a design-driven e-learning solution for the modern, digital workplace. 

Its cloud-based suite of products includes a learning management system (LMS), a customizable content authoring and distribution tool, and its bespoke partner training platform ‘Hubs’ boasting 86% better user engagement.

When the net impact of your product is more empowered and educated teams, your content needs to empower and educate too. And we’re not just talking about listicles and platform comparisons here. B2B customers are more astute than ever — if your marketing message says one thing, but the marketing experience is another, then they’ll pass you up for a competitor. 

Scribly worked with My Learning Hub on an intensive, six-month content project, creating quality thought leadership for all stages of the B2B marketing funnel. 

Working closely with My Learning Hub’s Head of Marketing, the content strategy combined SEO considerations with original, opinion-based insights: getting content in front of the right people, capturing their attention, and offering them something new.

Repurposing and summarizing article content for LinkedIn and email newsletters, My Learning Hub saw a 30% increase in followers and 2.6x more newsletter subscribers, showing the value of:

• Utilizing thought leadership to build genuine connections

• Originality and creativity in content

• Building a library of high-quality content, fast.

Using thought leadership to build genuine connections

Thought leadership content is more often associated with the early stages of a marketing funnel. But the ethos and approach of thought leadership can be weaved into middle- and bottom-funnel content too. 

It’s all about leaving your reader more informed than before, offering solutions with fresh perspectives, and building the necessary trust to get them to convert.

People buy from people. And that’s the value that thought leadership content brings. So even when a listicle is the best content format for your needs, you’ve still got a chance to make the content feel personal with a clear opinion or perspective.

Reading experience matters, too. My Learning Hub’s content delivered thought leadership insights in digestible, bite-sized chunks. We weren’t asking readers to consume 2000+ words between taking bites of their lunch. Instead, the content was empathetic to readers’ lives — particularly so the email newsletter that condensed blog insights and other news in short, scannable form.

Did the content brevity build positive perceptions of the My Learning Hub platform, too? Very possibly. Establishing the brand’s reputation for concise yet meaningful content would only convey positive subconscious cues about its UX.

Originality and creativity in content

Successful thought leadership is original and interesting. It takes readers on creative leaps and often finds connections between otherwise disparate subjects.

Take My Learning Hub’s article ‘What training managers can learn from King Richard’. This content tapped into a pop culture moment around the Williams sisters biopic that had recently been released. Using their dad slash tennis coach, played by Will Smith, as a figurehead gave the article immediate relevance and made readers curious.

Sure, there are no primary keywords attached to this particular content. But time on page impacts domain authority that, in turn, impacts SEO. So there’s a lot to be gained from giving readers something they want to read, that they haven’t seen elsewhere.

It’s here that content written by humans for humans really wins out versus AI. 

AI can be used to express creative thought, but it’s still not capable of creative thought itself. If you want novel, unexpected, or provocative opinions and perspectives, then you need a human mind.

Building a library of high-quality content, fast

My Learning Hub purchased a blogpost trial to take Scribly’s services for a test drive. Impressed with what they received, the next conversation was about how many different elements of their content marketing machine we could support, how quickly we could move, and what the process looked like.

For My Learning Hub’s Head of Marketing, it was important for a content partner to fit in with the workflow of their tight and busy team. They wanted to scale their content operations fast and needed a reliable collaborator to help achieve their goals.

Whether the brief came as a deep, detailed document or an off-the-cuff comment in a weekly catch-up call, Scribly’s account managers were ready to take direction and fly with it. Flexibility is the name of the game; you tell us what you need and we’ll make magic together.

We supported My Learning Hub’s content repurposing efforts by providing a LinkedIn caption for every blog (right there in the same Google Doc). This streamlined the production and delivery process, reducing the time spent at their end on reviews.

Consistency of voice is key for building a brand, and that can only be achieved with the same writer or small team of writers working on your content. We knew immediately which of our Scribly writers would be best for this job — she’s economical with her words but each sentence packs a punch. We made sure we protected her time to work across all of My Learning Hub’s content to get the best results.

The trust-building power of thought leadership

Trust is a valuable asset for your business to invest in. With engaging thought leadership content — delivered in an empathetic way — My Learning Hub was signalling what potential customers could expect from the product experience. 

If it’s easy to learn from My Learning Hub’s content then it must be easy to learn using My Learning Hub’s technology. And if My Learning Hub’s content is engaging and entertaining, then employees might just find this e-learning platform more engaging than the rest.

The results highlight how engaging the content was:

• 30% increase in LinkedIn followers

• 2.6x increase in email subscribers

““Working with [Scribly] has been a pleasure. Not only are they full of creative and relevant content ideas, but they are also very organized and diligent in terms of meeting the set deadlines and following the brief. They are also great communicators — always responsive and transparent in the process. Their approach to writing, operational model and pricing plans make Scribly a perfect choice for a small marketing team that needs an extra hand in creating high-quality, SEO-optimized and just interesting-to-read content.”