Why companies create online courses: Key reasons and benefits

In the first post of the B2B course creation series we look into the reasoning behind creating an online course from the business perspective.

We talk a lot about why individual content creators and entrepreneurs should create an online course but what about the companies? Why should a company create an online course? In my job as an online course consultant I’ve identified the following motivations to be the most common ones:

1. Expanding business reach and acquiring new clients

Reason: Scaling operations and increasing visibility

Creating online courses for other businesses (B2B) can help a company expand its reach and attract new clients:

• Business expansion: Online courses enable businesses to scale their operations by reaching a wider audience without geographical limitations.

• Visibility and thought leadership: Offering educational content establishes the company as an industry leader, enhancing its reputation and attracting potential clients.

• Lead generation: Educational courses can be a powerful marketing tool, generating leads and nurturing potential clients through valuable content.

Example: A software company might develop a series of courses on digital transformation strategies, attracting other businesses looking to modernize their operations and potentially converting them into clients.

2. Supporting their vision

Reason: Aligning with vision and social goals

Some companies create online courses as part of a larger strategy to support their corporate vision or social responsibility initiatives:

• Mission and vision: Online courses can be aligned with the company's mission to provide valuable knowledge and skills to a broader audience.

• Social impact: Offering online courses can contribute to societal good, such as promoting education and closing the skills gap.

• Employee engagement: Meaningful projects such as creating an online course with an ambitious societal goal increases employee engagement and pride in their company, fostering a positive culture.

Example: A tech company with a mission to democratize AI might offer free online courses on AI fundamentals, aiming to educate the public and support the growth of AI literacy globally.

3. Securing governmental support and investment

Reason: Accessing funding and strategic partnerships

Developing educational courses can open doors to governmental support and investment opportunities:

• Grant eligibility: Companies that create educational programs may qualify for government grants or funding aimed at promoting education and workforce development.

• Strategic partnerships: Aligning course offerings with governmental or institutional priorities can lead to valuable partnerships and additional funding.

Example: A cybersecurity firm might develop a series of courses on cybersecurity best practices and receive government grants aimed at enhancing national cybersecurity resilience.

4. Enhancing internal training and development

Reason: Efficient and consistent employee training

Larger corporations often develop online courses to train their employees. This approach offers several advantages:

• Efficiency: Online courses can be accessed anytime, anywhere, allowing employees to learn at their own pace without disrupting their work schedules.

• Consistency: Standardized training materials ensure that all employees receive the same information, maintaining a consistent level of knowledge and skills across the organization.

• Saving money: Online course reduces the need for in-person training sessions, saving on travel, accommodation, and venue costs.

Example: A multinational corporation might create a series of compliance training courses to ensure that all employees, regardless of location, understand and adhere to regulatory requirements.

By the way! We’re working on a course on online course creation for businesses. If you found this content useful, sign up to the waitlist to be among the first ones to take the course!