Developing Moodle's lead generation strategy for FY24 and FY25.
At Moodle, my role as a Content Writer was dynamic and self-driven, giving me the chance to take full ownership of key content initiatives. While I primarily managed the blog, newsletters, landing pages, and product descriptions, I also expanded our content strategy by creating whitepapers to support our thought leadership. One of my main KPIs was to increase lead inflow — whether through articles, newsletters, event registrations, or website engagement.
The Challenge
When I joined, Moodle faced a few key challenges:
We needed to attract more leads through organic and owned content.
Content formats and design weren’t consistent, making it harder for users to navigate and trust our materials.
There were gaps in addressing real-world user needs — especially for new users who needed better onboarding, and prospects looking for thought leadership and deeper product insights.
The Solution
a) Putting the Audience First: Leading an Empathy & Experience Mapping Workshop
To really understand our users — educators, administrators, and corporate trainers — I led an empathy and experience mapping workshop with the marketing team.
Preparation: Before the session, I collected customer feedback, support tickets, and insights from our sales and customer success teams to spot recurring themes.
Facilitation: I structured the session around interactive exercises:
Empathy Mapping: What our users think, feel, say, and do when they engage with Moodle.
Experience Mapping: The full user journey — from first discovering Moodle to becoming loyal advocates — to find gaps in our content.
Here's a glimpse at some of the findings during the workshop.
We kicked things off with an empathy map exercise, where each team member stepped into the shoes of a customer and shared what they might be thinking, feeling, and experiencing with Moodle. Image source: Moodle
Next, we built an experience map to lay out the customer’s journey from discovery to purchase. Image source: Moodle
Key Takeaways:
We uncovered important gaps, like:
A need for clearer onboarding materials for new users.
More thought leadership pieces to position Moodle as an innovator.
Better alignment between marketing and sales materials to nurture leads more effectively.
b) Creating the Content Execution Plan
Using the insights from the workshop, I drafted a roadmap that outlined:
Content priorities based on different user types.
The best formats for each need — blogs, guides, case studies, whitepapers, and videos.
A release timeline synced with product updates and marketing campaigns.
This made sure we weren’t just creating content — we were creating the right content at the right time.
Thanks to these initiatives, we saw clear improvements:
Higher Engagement: Blog traffic and newsletter engagement rose steadily, with 15% of new leads coming from thought leadership pieces, whitepapers, and newsletters.
Stronger Organic Reach: Strategic collaborations and news publications led to a 10% increase in organic traffic.
Better Lead Nurturing: With more aligned marketing and sales materials, users had a smoother journey from discovery to conversion.
More Engaging Content: We transformed case studies into multimedia formats, making them easier to digest and more accessible to different types of users.
Expanded Visibility: PR placements in major outlets helped generate 11% of new leads through articles featuring Moodle-driven research and reports.
Clearer Brand Identity: High-value content like case studies and research now had a distinct, professional look, making it easier for users to recognize and trust Moodle's materials.
Case Study:Moodle Workplace and LaLiga Strengthen Learning Across 500+ Clubs
LaLiga partnered with Moodle Premium Certified Partner iThinkUPC to roll out a custom training platform powered by Moodle Workplace. The goal? To equip over 42,000 professionals and staff across Spain’s football ecosystem—from major clubs to grassroots teams—with consistent, high-quality learning resources.
This eBook was created as a gated resource to help generate leads and start conversations with L&D professionals and HR teams.
It covers how AI is being used in learning and development—from personalizing training to helping teams stay ahead of changing skill needs. It’s a useful read for anyone figuring out how to bring AI into their workplace learning strategy.
These landing pages were built to help potential customers understand how Moodle connects with other tools they already use. The goal was to show real-world functionality—without overwhelming readers with technical language.
I worked on simplifying complex integration features into easy-to-scan, benefit-led sections.
