The Program 11 Instructional Marketing Checklist

Every artifact we create – whether it’s a how-to guide or a strategy deck – undergoes the Program 11 Instructional Marketing™ check.

Our Instructional Marketing Checklist helps us ensure that the content we deliver follows the best practices of instructional design, learning theory, and journalism. It’s how we capture the attention of and engage your audience so they remember what they’ve experienced and champion your brand.

• Do we provide expertise, quality, and value?

  Give your audience something they need or want and something you are uniquely qualified to provide. Make sure it’s vetted by subject matter experts, including a qualified Instructional Marketer.

• Do we include the right sensory inputs?

  Use a combination of sensory inputs in your content – like copy and graphics, or voice-over with simplified on-screen text – without causing cognitive overload.

• Do we access schema?

  Tie new material to mental concepts your audience already knows, in ways they organize information about the world, that reflects what’s part of their lives.

• Are we scaffolding? 

  If your audiences need background or frontloading, provide it for them.

• Does the content appeal to multiple learning preferences?

  To reach the largest audience with your content, you need to develop content that resonates with how they like to learn.

• Are we giving our audience agency over their journey?

  Give your audience some control over what content they engage with or how they engage with it.

• Did we personalize the experience?

  Acknowledge the identities of the individuals who make up your audience and strive to bring humanity to your brand.

• Do we promote active learning?

  Encourage your audience to DO something with your content, like a reflection or an activity that applies what they’ve learned.

• Are we being inclusive and accessible?

  Make sure your audiences see themselves in your content — and that they like what they see. Additionally, ensure no one is excluded from engaging with your content, regardless of their identities or learning differences.

• Do we include meaningful takeaways?

  Help your audience “get it” by having a clear purpose, structure, and, if relevant, learning objectives.

• Are we keeping it simple?

  Keep your audience engaged and aid their comprehension by avoiding complex language, large chunks of text, and an abundance of design elements.

• Do we encourage social connection?

  Provide opportunities for your audience to identify with and, if possible, interact with others.