5 marketing challenges training providers need to solve — before burning money on ads.

Feb 11, 2025

Thinking of running ads to promote your certification program? Hold up.

If you haven’t fixed the core marketing challenges that training providers face, you’ll end up burning money on clicks that don’t convert.

Ads might get you traffic, but if your content isn’t doing the heavy lifting—building authority, engaging enrollees, and proving your value—those clicks will mean nothing.

The truth is, your content marketing strategy should be working before you even launch an ad campaign. It’s what makes potential enrollees trust you, interact with you, and actually consider signing up.

So before you spend a cent on ads, fix these five marketing challenges first. Here’s how.

1. Becoming an “Industry Leader”

Building credibility as a certification provider can be tough. Positioning your coaching or training business as a leader is almost a mountain to climb when your followers don’t reach a thousand or more.

But you know what even worsens this struggle? Posting just for the sake of it.

Only 29% of marketers with a documented content strategy consider it extremely or very effective. It’s not a huge number, so that means more brands need to invest in authoritative content to enhance credibility.

Want your enrollees to see you as an industry leader? Your number one goal should be to show how much you’re capable through your content. So, expert, in-depth content is the way to go.

Start with any of these tactics to stand out and build your brand authority:

Collect the most common questions your customers are asking
Write in-depth, research-backed posts to answer those customer queries
Next, convert your in-depth blog posts as lead magnets in your outreach campaigns
Convert your in-depth blog posts into podcast talking points and ask to collaborate with podcast shows in your industry
When sharing your posts on social media, don’t forget to mention the research steps you implemented

2. Engaging your enrollees to interact with you

Keeping the interest of your potential enrollees in a competitive market is another pain in the lower back. How can you maintain their attention, especially in an age where a short attention span reins? The solution is to break the mold.

Don’t even try to compete with the brain-rot content flooding the internet — even recent data from Backlinko suggests you go the opposite way. 77% of internet users do read your blogs.

Sure, the brain-rot content will catch likes and hearts, but providing your target enrollees with in-depth, engaging content is still important. It should be your top priority. Those who have the right intention will find your content — and they will thank you for it.

Start with these steps to engage your readers:

Write "why" and "how" articles. Create blog posts of 2000 to 3000 words, explaining why certifications matter and how they enhance career prospects.
If you’re writing a listicle, convert each item into an interactive snippet for social media, such as a poll, X Vs. Y post, or mini quiz.
Write better, hyper-clear CTAs. The key is to engage your followers and invite them to share their opinions. So, be clear about that in your captions or CTAs.
For every social media post, remember to link back to your knowledge hub on your website, which contains FAQs, eBooks, and certification guides.

3. Showing what makes your program unique

55% of B2B marketers struggle to create content that prompts a desired action. The tragedy here is while most of these posts do have value, and they rake in a couple of vanity metrics such as likes and shares, they don’t motivate people to take the right action.

This is the same phenomenon when some posts go viral. It has become popular, but have the right people inquired about your program? This is why you should always keep your content themes focused on your UVP.

For example, if your certification program is designed to help professionals gain industry-recognized skills that lead to career advancement, your content should focus on showing how your certification bridges the gap between where they are now and where they want to be—rather than just chasing engagement.

Instead of a generic post about “Why Upskilling Matters,” you could create:

A case study showcasing how a past student landed a high-paying job after completing your program.
A comparison guide that breaks down why your certification is a better investment than other learning options.
A salary impact report that quantifies the earning potential of certified professionals versus non-certified ones.
A testimonial video where alumni share their real-world success stories.

You ensure that the right audience sees your content by consistently aligning your content with your unique value proposition (UVP) rather than just aiming for virality. They will feel compelled to act, whether signing up, inquiring, or scheduling a call.

4. Making enrollees notice you

Getting found on Google isn’t as easy as throwing in a few keywords and hoping for the best. SEO is a long game, and many certification providers struggle to rank because their content doesn’t match what their ideal candidates are searching for.

And it’s not just about stuffing keywords into an article. 57% of marketers say creating the right content for their audience is a major challenge (WebFX). That means most brands are putting out content, but not necessarily the kind that attracts the right traffic.

Want to boost your search rankings and get in front of your ideal candidates? The key is strategic content that answers exactly what they’re searching for—not just what you think they need.

Here’s where to start:

Map out your audience’s search intent – Find out what certification seekers are searching for, from "best career certifications" to "how to switch industries with a certificate."
Create content clusters – Build authority by structuring your content around key topics (e.g., one pillar page on "Career Advancement with Certifications" linking to in-depth blogs on salary growth, industry demand, and study tips).
Write evergreen, long-form content – Focus on in-depth, 2000-3000 word guides that remain relevant and valuable over time.
Use clear, action-driven titles – Instead of a vague "Why Certifications Matter," try “5 Certifications That Can Increase Your Salary by 30%.”
Repurpose blog content for social media – Break down key insights into LinkedIn carousels, Twitter threads, or YouTube Shorts to increase visibility.

Remember, ranking on Google isn’t about chasing algorithms—it’s about consistently providing value to the people already looking for your expertise.

5. Getting enrollees to trust your words

You can run the most expensive ad campaign, but if people don’t trust your brand, they won’t enroll. Simple as that.

And the truth? Trust isn’t built overnight. It comes from delivering high-quality content that speaks directly to your audience’s needs. 83% of marketers say focusing on quality over quantity is key to earning trust.

The real question is: Are you publishing content just to tick a box, or are you building relationships with your audience?

If you want candidates to see you as the go-to certification provider, start here:

Make your content personal – Use testimonials, real student success stories, and behind-the-scenes insights to build credibility.
Leverage video proof – Create short videos with alumni sharing their before-and-after career journeys.
Engage, don’t just broadcast – Ask for feedback, respond to comments, and encourage discussions on social platforms.
Create “exclusive” content for your community – Offer free eBooks, industry insights, or mini-webinars for your subscribers or social followers.
Nurture with email sequences – Instead of generic newsletters, craft tailored email series based on where a candidate is in their journey (e.g., “Considering a career switch?” vs. “Already researching certification options?”).

The brands that win in the long run aren’t just the loudest ones. They’re the ones that consistently show up, educate, engage, and prove their value—before asking for the sale.