{"id":143943,"date":"2022-07-06T02:00:00","date_gmt":"2022-07-06T07:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=143943"},"modified":"2022-07-06T02:46:58","modified_gmt":"2022-07-06T07:46:58","slug":"using-courses-for-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/using-courses-for-marketing\/","title":{"rendered":"How We Used a Video Course to Promote Ahrefs (And Got 500K+&nbsp;Views)"},"content":{"rendered":"\n<div class=\"intro-txt\">Creating and selling educational courses can be a lucrative business. But if you already have a product to sell, you can actually use courses as a marketing tool.<\/div>\n\n\n\n<p>Back in 2017, about two years after joining Ahrefs, I decided to create a course on content marketing.<\/p>\n\n\n\n<p>I had a very clear understanding of how an educational course would help me promote Ahrefs.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>People like courses<\/strong> \u2013 Folks like <a href=\"https:\/\/twitter.com\/BrianEDean\">Brian Dean<\/a> and <a href=\"https:\/\/twitter.com\/ViperChill\">Glen Allsopp<\/a> were selling theirs for $500 to $2,000 a pop (and rather successfully). So a free course of comparable quality was sure to get attention.<\/li><li><strong>Courses allow for a deeper connection <\/strong>\u2013 You would basically be spending a few hours one on one with your students. And if you managed to win their trust, you\u2019d get an opportunity to promote your product to&nbsp;them.<\/li><\/ul>\n\n\n\n<p>That was my raw thought process going into this venture.<\/p>\n\n\n\n<p>And I absolutely didn\u2019t expect that the lifespan of my course would be as interesting and nuanced as it turned out to&nbsp;be.<\/p>\n\n\n\n<p>The lessons of my course have generated over 500K+ in total views, brought in mid-five-figures in revenue (without even trying), and turned out to be a very helpful resource for our various marketing purposes.<\/p>\n\n\n\n<p>So here goes the story of my <a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">\u201cBlogging for Business\u201d course<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. The creation<\/h2>\n\n\n\n<p>I won\u2019t give you any tips on how to create a successful course (well, maybe just one). There are plenty of resources (courses?) on that topic already.<\/p>\n\n\n\n<p>All I want to say is that my own experience was quite grueling.<\/p>\n\n\n\n<p>The 10 lessons of my course span some 40K words. I have never attempted the feat of writing a book, but I imagine creating such a lengthy course is as close as it&nbsp;gets.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-scripts-of-the-course-in-google-docs.jpg\" alt=\"Scripts of the course in Google Docs.\" class=\"wp-image-143945\" width=\"529\" height=\"393\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-scripts-of-the-course-in-google-docs.jpg 1058w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-scripts-of-the-course-in-google-docs-572x425.jpg 572w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-scripts-of-the-course-in-google-docs-768x571.jpg 768w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\"><\/figure>\n\n\n\n<p>I spent a tremendous amount of time polishing each lesson. The course was going to be free, so it was critical that my content was riveting. If not, people would just bounce from&nbsp;it.<\/p>\n\n\n\n<p>Paid courses are quite different in that sense. You pay money to watch them. So even if the content is boring at times, you\u2019ll persevere anyway to ensure a return on your investment.<\/p>\n\n\n\n<p>When I showed the draft version of the course to my friend, <a href=\"https:\/\/growthsupply.com\/about\/\">Ali Mese<\/a>, he gave me a simple yet invaluable tip: <em>\u201cBreak your lessons into smaller ones. Make each just three to four minutes long.\u201d<\/em><\/p>\n\n\n\n<p>How did I not think of this myself?&nbsp;<\/p>\n\n\n\n<p>Short, \u201csnackable\u201d lessons provide a better sense of completion and progress. You\u2019re also more likely to finish a short lesson without getting distracted by something.&nbsp;<\/p>\n\n\n\n<p>I\u2019m pretty sure that it is because of this simple tip that my course landed this Netflix comparison (i.e., best compliment ever):<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/MoniqueMuro\/status\/993733246876725249\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">2. The strategy<\/h2>\n\n\n\n<p>With the prices of similar courses ranging from $500 to $2,000, it was really tempting to make some profit with&nbsp;ours.<\/p>\n\n\n\n<p>I think we had around 15,000 paying customers at Ahrefs at that time (and many more on the free plan). So if just 1% of them bought that course for $1K, that would be an easy $150K to pocket. And then we could keep upselling it to our future customers.<\/p>\n\n\n\n<p>Alternatively, we thought about giving access to the course to our paying customers only.&nbsp;<\/p>\n\n\n\n<p>This might have boosted our sales, since the course was a cool addition to the Ahrefs subscription.&nbsp;<\/p>\n\n\n\n<p>And it could also improve user retention. The course was a great training resource for new employees, which our customers would lose access to if they canceled their Ahrefs subscription.<\/p>\n\n\n\n<p>And yet, releasing it for free as a lead acquisition and lead nurturing play seemed to make a lot more sense than the other two options. So we stuck to&nbsp;that.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. The waitlist<\/h2>\n\n\n\n<p>Teasing something to people before you let them get it seems like one of the fundamental rules of marketing.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Apple announces new products way before they\u2019re available in stores.&nbsp;<\/li><li>Movie studios publish trailers of upcoming movies months (sometimes years) before they hit the theaters.&nbsp;<\/li><li>When you have a surprise for your significant other (or your kids), you can\u2019t help but give them some hints before the reveal.<\/li><\/ul>\n\n\n\n<p>There\u2019s something about \u201cthe wait\u201d and the anticipation that we humans just love to experience.<\/p>\n\n\n\n<p>So while I was toiling away and putting lessons of my course together, we launched <a href=\"https:\/\/web.archive.org\/web\/20180419000916\/https:\/\/ahrefs.com\/blogging-course\">a landing page<\/a> to announce it and collect people\u2019s emails.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-the-landing-page-of-the-course.jpg\" alt=\"The landing page of the course.\n\" class=\"wp-image-143946\" width=\"500\" height=\"437\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-the-landing-page-of-the-course.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-the-landing-page-of-the-course-487x425.jpg 487w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-the-landing-page-of-the-course-768x670.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-the-landing-page-of-the-course-1536x1341.jpg 1536w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\"><\/figure>\n\n\n\n<p>In case someone hesitated to leave their email, we had two cool bonuses to nudge&nbsp;them:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Access to the private Slack community<\/li><li>Free two-week trial of Ahrefs<\/li><\/ol>\n\n\n\n<p>The latter appealed to freebie lovers so much that it soon \u201cleaked\u201d to <a href=\"https:\/\/www.reddit.com\/r\/Blogging\/comments\/8gwd1w\/psa_ahrefs_are_giving_away_2_weeks_of_ahrefs_for\/\">Reddit<\/a> and <a href=\"https:\/\/www.blackhatworld.com\/seo\/ahrefs-2-weeks-free-standard-free-course.1027044\/\">BlackHatWorld<\/a>. In hindsight, this leak was actually a nice (unplanned) promo for the course.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. The promotion<\/h2>\n\n\n\n<p>I don\u2019t remember our exact promotion strategy. But I\u2019m pretty sure it went something like&nbsp;this:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Announced to our customers via an&nbsp;email<\/li><li>Shared on Twitter (<a href=\"https:\/\/twitter.com\/timsoulo\/status\/983929007732285440\">from my personal account<\/a> and <a href=\"https:\/\/twitter.com\/ahrefs\/status\/986074960522194944\">company account<\/a>)<\/li><li><a href=\"https:\/\/www.producthunt.com\/products\/ahrefs#blogging-for-business\">Published on ProductHunt<\/a> (third product of the&nbsp;day)<\/li><li><a href=\"https:\/\/www.reddit.com\/r\/Entrepreneur\/comments\/8h04en\/im_launching_a_free_video_course_with_behind_the\/\">Posted on r\/Entrepreneur<\/a> (not much engagement)<\/li><li>Ran some ads on Facebook and Twitter<\/li><li>Asked a bunch of friends for a shout-out<\/li><\/ul>\n\n\n\n<p>I also added a little \u201csharing loop\u201d to the welcome email. I asked people to tell their friends about the course, justifying it with the fact that taking the course with others was more fun than doing it&nbsp;alone.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-welcome-email-sharing-loop.jpg\" alt=\"Welcome email with a &quot;sharing loop.&quot;\" class=\"wp-image-143947\" width=\"606\" height=\"660\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-welcome-email-sharing-loop.jpg 1212w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-welcome-email-sharing-loop-390x425.jpg 390w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-welcome-email-sharing-loop-768x836.jpg 768w\" sizes=\"auto, (max-width: 606px) 100vw, 606px\"><\/figure>\n\n\n\n<p>I have no idea how effective that \u201cgrowth hack\u201d was, but there was no reason not to encourage sharing.<\/p>\n\n\n\n<p>In total, we managed to get some 16,000 people on our waitlist by the day of the course launch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. The launch<\/h2>\n\n\n\n<p>On a set date, the following email went out to our waitlist:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1214\" height=\"670\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-course-launch-email.jpg\" alt=\"Course launch email.\" class=\"wp-image-143949\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-course-launch-email.jpg 1214w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-course-launch-email-680x375.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-course-launch-email-768x424.jpg 768w\" sizes=\"auto, (max-width: 1214px) 100vw, 1214px\"><\/figure>\n\n\n\n<p>Did you notice the \u201cnote\u201d saying that the videos were only available for free for 30 days? We did that to nudge people to watch them as soon as possible and not save them to the \u201cWatch later\u201d folder.<\/p>\n\n\n\n<p>In retrospect, I wish we had used this angle from the very beginning: <strong>\u201cFREE for 30 days. Then $799.\u201d<\/strong><\/p>\n\n\n\n<p>This would\u2019ve killed two birds with one&nbsp;stone:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Added an urgency to complete the course as soon as possible<\/li><li>Made the course more desirable by assigning a specific (and rather high) monetary value to&nbsp;it<\/li><\/ol>\n\n\n\n<p>(If only we could be as smart about predicting the future as we are about reflecting on the&nbsp;past.)&nbsp;<\/p>\n\n\n\n<p>Once it was live, the course started to promote itself. I was seeing many super flattering tweets:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Me, an hour ago: I guess I\u2019ll check out <a href=\"https:\/\/twitter.com\/timsoulo?ref_src=twsrc%5Etfw\">@timsoulo<\/a>\u2019s blogging for business course\u2026 but I doubt I\u2019ll learn anything.<br><br>Me, right now: *eyes glued to the screen, desk covered in notes*<br><br>Well played, Tim.<a href=\"https:\/\/t.co\/k3AnL3laos\">https:\/\/t.co\/k3AnL3laos<\/a> via <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/seo?src=hash&amp;ref_src=twsrc%5Etfw\">#seo<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/contentmarketing?src=hash&amp;ref_src=twsrc%5Etfw\">#contentmarketing<\/a> <a href=\"https:\/\/t.co\/KkXGOxCJYH\">pic.twitter.com\/KkXGOxCJYH<\/a><\/p>\u2014 Kyle Byers (@Kyle_Byers) <a href=\"https:\/\/twitter.com\/Kyle_Byers\/status\/993864142514737157?ref_src=twsrc%5Etfw\">May 8,&nbsp;2018<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">One indication of how good <a href=\"https:\/\/twitter.com\/timsoulo?ref_src=twsrc%5Etfw\">@timsoulo<\/a>\u2019s <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> Blogging for Business course is - my lab scientist husband is sitting on the couch behind me, hanging on every word. \u201cI don\u2019t know if I\u2019ll ever use any of this, but it\u2019s really good.\u201d<\/p>\u2014 Ariel Dekovic (@arieldekovic) <a href=\"https:\/\/twitter.com\/arieldekovic\/status\/994618932182110209?ref_src=twsrc%5Etfw\">May 10,&nbsp;2018<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/michelleurban\/status\/994339341752127488\n<\/div><\/figure>\n\n\n\n<p>We then took the most prominent of those tweets and featured them on the course landing page for some social proof. (They\u2019re <a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">still there<\/a>, by the&nbsp;way.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6. The paywall<\/h2>\n\n\n\n<p>Once the 30 days of free access ran out, we added a $799 paywall. And it didn\u2019t take long for the first sale to arrive:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/timsoulo\/status\/1005001024673927168\n<\/div><\/figure>\n\n\n\n<p>This early luck didn\u2019t push us to focus on selling this course, though. We didn\u2019t invest any effort into promoting it. It was just sitting passively in our <a href=\"https:\/\/ahrefs.com\/academy\">Academy<\/a> with a $799 price tag, and that was&nbsp;it.<\/p>\n\n\n\n<p>And yet, despite the lack of promotion, that course was generating 8-10 sales every month\u2014which were mostly coming from word of&nbsp;mouth.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"866\" height=\"158\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/5-comment-in-traffic-think-tank.jpg\" alt=\"A comment in TrafficThinkTank.\" class=\"wp-image-143950\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/5-comment-in-traffic-think-tank.jpg 866w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/5-comment-in-traffic-think-tank-680x124.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/5-comment-in-traffic-think-tank-768x140.jpg 768w\" sizes=\"auto, (max-width: 866px) 100vw, 866px\"><figcaption><a href=\"https:\/\/twitter.com\/ericosiu\">Eric Siu<\/a> giving a shout-out about my course in <a href=\"https:\/\/trafficthinktank.com\/\">TTT<\/a> Slack.<\/figcaption><\/figure>\n\n\n\n<p>Thanks to its hefty price, my course soon appeared on some popular websites with pirated courses. And we were actually glad that it did. Because that meant more people would learn about our content and product.<\/p>\n\n\n\n<p>Then some people who were \u201clate to the party\u201d started asking me if I was ever going to reopen the course for free again. This actually seemed like a perfectly reasonable strategy at the&nbsp;time:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/timsoulo\/status\/1006105559219757056\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">7. The giveaways<\/h2>\n\n\n\n<p>That $799 price tag also turned my free course into a pretty useful marketing tool. It was a perfect gift for all sorts of giveaways <a href=\"https:\/\/twitter.com\/timsoulo\/status\/1121256181912064001\">on Twitter<\/a>, <a href=\"https:\/\/twitter.com\/timsoulo\/status\/1133267575549321217\">on podcasts<\/a>, <a href=\"https:\/\/youtu.be\/hICLoEtVEDw?t=2136\">during live talks<\/a>, and so&nbsp;on.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"249\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-giving-away-course-live-talk-680x249.jpg\" alt=\"Giving away the course during a live talk.\" class=\"wp-image-144020\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-giving-away-course-live-talk-680x249.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-giving-away-course-live-talk-768x281.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-giving-away-course-live-talk.jpg 1372w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\"><figcaption>Me giving away the course during a live&nbsp;talk.<\/figcaption><\/figure>\n\n\n\n<p>And whenever we partnered with someone, they were super happy to get a few licenses of the course, which they could give out to their audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">8. The relaunch<\/h2>\n\n\n\n<p>Despite my original plan to update and relaunch this course once a year, I got buried under other work and didn\u2019t manage to find time for&nbsp;it.<\/p>\n\n\n\n<p>And then the pandemic hit.&nbsp;<\/p>\n\n\n\n<p>That\u2019s when we noticed a cool trend. Many companies were providing free access to their premium educational materials. This was done to support the \u201cstay at home\u201d narrative and help people learn new skills.<\/p>\n\n\n\n<p>I think it was <a href=\"https:\/\/twitter.com\/siquanong\">SQ<\/a> who suggested that we should jump on that train with my \u201cBlogging for Business\u201d course. And so we&nbsp;did:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/timsoulo\/status\/1240151594328621056\n<\/div><\/figure>\n\n\n\n<p>We couldn\u2019t have hoped for a better timing for that relaunch. The buzz was absolutely insane. The announcement tweet alone has generated a staggering 278K+ impressions (not without some paid boosts, of course).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-course-announcement-tweet-statistics.jpg\" alt=\"The statistics of the course announcement tweet.\" class=\"wp-image-143953\" width=\"584\" height=\"418\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-course-announcement-tweet-statistics.jpg 1168w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-course-announcement-tweet-statistics-594x425.jpg 594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-course-announcement-tweet-statistics-768x550.jpg 768w\" sizes=\"auto, (max-width: 584px) 100vw, 584px\"><\/figure>\n\n\n\n<p>We also went ahead and <a href=\"https:\/\/www.producthunt.com\/products\/ahrefs#free-course-blogging-for-business\">reposted that course on ProductHunt<\/a> once again (because why&nbsp;not?).<\/p>\n\n\n\n<p>All in all, that relaunch turned out to be even more successful than the original launch itself.&nbsp;<\/p>\n\n\n\n<p>In the course of their lifespan on Wistia, the 40 video lessons of my course generated a total of 372K&nbsp;plays.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1290\" height=\"204\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-play-count-wistia.jpg\" alt=\"Play count from Wistia.\" class=\"wp-image-143954\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-play-count-wistia.jpg 1290w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-play-count-wistia-680x108.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-play-count-wistia-768x121.jpg 768w\" sizes=\"auto, (max-width: 1290px) 100vw, 1290px\"><\/figure>\n\n\n\n<p>And this isn\u2019t even the end of&nbsp;it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9. The launch on YouTube<\/h2>\n\n\n\n<p>Because the course was now free, it no longer made sense to host it at Wistia. So we uploaded all lessons to YouTube and <a href=\"https:\/\/www.youtube.com\/playlist?list=PLvJ_dXFSpd2tbI3mYhAO8oZ2NYMrJuNPq\">made them public<\/a>.<\/p>\n\n\n\n<p>To date, the 41 videos of my course have generated about 187K views on YouTube.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-blogging-for-business-course-playlist.jpg\" alt=\"&quot;Blogging for Business&quot; course playlist.\" class=\"wp-image-143956\" width=\"509\" height=\"482\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-blogging-for-business-course-playlist.jpg 678w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-blogging-for-business-course-playlist-449x425.jpg 449w\" sizes=\"auto, (max-width: 509px) 100vw, 509px\"><\/figure>\n\n\n\n<p>It\u2019s fair to mention that we had around 200,000 subscribers on our channel at the time of publishing my course there. A brand-new channel with no existing subscribers will likely generate fewer&nbsp;views.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">10. The relaunch on YouTube [coming soon]<\/h2>\n\n\n\n<p>Here\u2019s an interesting observation that both <a href=\"https:\/\/twitter.com\/samsgoh\">Sam<\/a> and I made at around the same&nbsp;time.&nbsp;<\/p>\n\n\n\n<p>Many people were publishing their courses on YouTube as a single video spanning a few hours rather than cutting them into individual lessons like we did. And those long videos were generating millions of&nbsp;views!<\/p>\n\n\n\n<p>Like these two, ranking at the top for \u201clearn Python course,\u201d which have 33M and 27M views, respectively:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-learn-python-search-results-youtube.jpg\" alt=\"&quot;Learn python course&quot; search on YouTube.\" class=\"wp-image-143958\" width=\"529\" height=\"369\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-learn-python-search-results-youtube.jpg 1604w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-learn-python-search-results-youtube-610x425.jpg 610w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-learn-python-search-results-youtube-768x535.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-learn-python-search-results-youtube-1536x1071.jpg 1536w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\"><\/figure>\n\n\n\n<p>So we decided to run a test with Sam\u2019s <a href=\"https:\/\/ahrefs.com\/academy\/seo-training-course\">\u201cSEO for Beginners\u201d course<\/a>. It was originally published on YouTube as <a href=\"https:\/\/www.youtube.com\/playlist?list=PLvJ_dXFSpd2vk6rQ4Rta5MhDIRmakFbp6\">14 standalone video lessons<\/a> and generated a total of 140K&nbsp;views.<\/p>\n\n\n\n<p>Well, <a href=\"https:\/\/youtu.be\/xsVTqzratPs\">the \u201csingle video\u201d version of that same course<\/a> has blown it out of the water with over 1M views as of&nbsp;today.<\/p>\n\n\n\n<p>I\u2019m sure you can already tell where I\u2019m going with&nbsp;this.<\/p>\n\n\n\n<p>We\u2019re soon going to republish my \u201cBlogging for Business\u201d course on YouTube as a single video. And hopefully, it will perform just as&nbsp;well.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The end<\/h2>\n\n\n\n<p>So that\u2019s the story of my <a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">\u201cBlogging for Business\u201d course<\/a>. From the very beginning, it was planned as a promotional tool for Ahrefs. And judging by its performance, I guess it fulfilled its purpose rather successfully.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-slack-message-screenshot.jpg\" alt=\"A screenshot of a Slack message.\" class=\"wp-image-143960\" width=\"476\" height=\"269\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-slack-message-screenshot.jpg 952w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-slack-message-screenshot-680x384.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-slack-message-screenshot-768x434.jpg 768w\" sizes=\"auto, (max-width: 476px) 100vw, 476px\"><\/figure>\n\n\n\n<p>Don\u2019t get me wrong, though.&nbsp;<\/p>\n\n\n\n<p>The fact that my course was conceived as a promotional tool doesn\u2019t mean that I didn\u2019t pour my heart and soul into it. It was a perfectly genuine and honest attempt to create a super useful educational resource for content marketing newbies.<\/p>\n\n\n\n<p>And I\u2019m still hoping to work on the 2.0 version of it someday. In the past four years, I have accrued quite a bit more content marketing knowledge that I\u2019m keen to share with everyone. So follow me <a href=\"https:\/\/twitter.com\/timsoulo\">on Twitter<\/a>, and stay&nbsp;tuned.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Back in 2017, about two years after joining Ahrefs, I decided to create a course on content marketing. I had a very clear understanding of how an educational course would help me promote Ahrefs. People like courses \u2013 Folks like<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":81,"featured_media":144029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[338],"class_list":["post-143943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How We Used a Video Course to Promote Ahrefs (And Got 500K+ Views)<\/title>\n<meta name=\"description\" content=\"A true story of how we used an educational course to promote our SaaS. 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