How to create educational content for your online university

Isabela Bandeira
Pipefy university

On the internet, people are either clicking, scrolling, consuming – or they are thinking. As an educational content writer, I should make the thinking process as easy as possible. 

It is not always (never) easy to transform those actions into words. However, COVID-19 added a little sauce to this challenging scenario. Overall, this year has been, indeed, challenging for us all. 

But, far more than challenging, it’s transforming our molds and the way we interact with content and digital platforms of everyday use. 

While building educational content for a brand’s platform, keep in mind that the product should be as interactive, user-centric and easy to manage as possible. Of course, the material that explains it should also be as top-notch (right?).

When users don’t understand your product, they should find help somewhere – and it is best that they do it for themselves. Clicking is part of our daily activities, but avoiding over-clicking is a better practice(the same applies to scrolling, searching, navigating, etc).

Educational content is fast (unlike fast food, with the unpalatable plastic taste that doesn’t nurture our bellies). It’s objective, straight to the point, and also provides substance. In small words, it is empowering.

And, oh yes, we should empower people. 

In the paragraphs below, you can learn how to transform this empowering-content-building into a simple, yet strategic journey. 

If you don’t know Pipefy yet, I recommend you do it before proceeding to the next paragraphs. But, since I work with customer education, it is my job to explain it: Pipefy is an online business process management platform that makes work easier (a lot easier, believe me) for people around the world. 

Through Pipefy’s process management features, Human Resources, Finance (and many other areas’) employees can perform deliveries faster and smarter.   

I confess myself – process management is not that easy to explain. I didn’t know how to manage foolproof processes either. Not until I started my journey as a content creator for customer education in Pipefy. Since then, not only I had to learn how to make process management easier, but also how to explain it amazingly to its users?

Pipefy University already had an educational course that explained how to manage Pipefy’s key features. It was raw, but it was also a complete material, built from many hands altogether. However, when we deal with digital content, some things can become outdated really fast – and some clients realized that. 

Then, we – Pipefy’s team, hey! – decided to update this course’s content and standardize it to make it more professional, contain the same tone and abroad every platform’s recent feature. 

This is what we had to do:

If you want to build educational content, understand who you are talking to

In this case, it is very clear that we are talking to our customers and clueless users interested in managing their processes in a smarter way. However, understanding their journeys and mapping their every doubt can take tons of time (and we needed to update the University’s content fast).

Since we needed to quickly update our Basic Process Management course, we got back to the basics and wrote the course’s scripts based on the platform’s essential concepts: 

  • What is Pipefy, after all?
  • What is process management?
  • Which steps does my process have to follow to be considered effective?
  • Why are process management and project management different (and why use a platform in both cases)?

And so on. We didn’t cover all of our users’ doubts and feedback on the courses (since they are too many!), but we did accept their feedback regarding the content and why they took time to provide it. 

So, here is a tip: make sure to understand your users and map all the topics that are the most recurrent. This way, you can develop assertive scripts and present specific solutions for their concerns.

Remote work can add an extra difficulty level to content recordings (especially when more than one person is involved in the project). Since the Education team can count on professional equipment to record and edit videos, we tried to use its best help. 

To make sure that Pipefy users could rely on simple, but also professional content, we decided to record the University’s videos at the office in Curitiba, in person. Don’t worry, we followed all of the World Health Organization’s (WHO) safety recommendations and gathered our face masks to perform it. 

Me and Victoria, the course’s speaker, organized an enlightened environment and used equipment to record standardized, tailor-made educational videos. However, “professional equipment” is not always possible, especially if you are at home. 

If you rather record at your home office, make sure that:

  • The video’s audio is not pitchy or scratchy (make sure that our user’s ears don’t get hurt, please)
  • Both image and audio quality follow the same pattern
  • Your eyes can read and understand words/boxes/features in the same screen
  • Users can understand what you are saying (proficient language-speaking)

And, finally: that your content is completely authentic! Mapping your competitors’ best practices is good, but content-copying is easily identifiable by users. 

Editing more than 20 videos can be very nerve-wracking when you don’t use appropriate tools for that. For the University’s videos, the team used a software called Camtasia (you can easily find it on the web), which: 

  • Separates audio and image, so you can play with your different medias
  • Records on-screen tutorials, narrations and add different medias (such as music, images, etc.) to customize your video
  • Allows you to add effects and save your videos in different formats

While editing your educational videos, make sure to check sound quality. Verify if the speaker is properly following the script or if the speech is too repetitive. Also, make sure to cut the scenes or takes that don’t add much to the users’ understanding of the product.

And at last, but not least:

We, as native digital users, can have very different perceptions of what is good, bad or even perfect content. Your videos might follow the same editing pattern or contain a great audio/image sound. 

But, remember that your efforts should be focused on making it easier for your customers to understand what are the product’s features and how it can help them.

Always find ways to empower your audience.

If you want to check the final version of Pipefy University’s Basic Process Management Certification, click here.

Written by
Isabela Bandeira
Journalist and digital marketing specialist by regards. Content writer by passion - and gaming enthusiast at the most time. Currently, part of the Customer Education team at Pipefy, she tries to help people to find the best insights on how to make life easier (and strongly believes that words have power).

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