November 25, 2019 Using educational content for two-way value

By Jacinta Koelewyn

woman typing on laptop

“Content that engages your audience also opens up their wallets.” That’s a quote from CEO and Co-Founder of SEO powerhouse Moz, Rand Fishkin. And he’s got a point.

Providing educational content at the beginning of your customers’ journey has a big impact on brand trust and purchase decisions. According to content intelligence company, Conductor, consumers are 131% more likely to buy from your company after reading educational content. But what exactly are we talking about when we say ‘educational content’? Let’s explore this in a bit more detail.

What is educational content?

Educational content is content (blogs, videos, social media posts, web copy, etc.) that aims to share knowledge and value with the audience. It can explain or illustrate how to complete a task or overcome a challenge. For example, a content writing agency may write a blog on how to do a simple website audit.

What makes educational content engaging?

In an oversaturated digital landscape where everyone is constantly creating, consuming and curating content, it’s becoming harder for brands to stand out. Brands alone no longer dictate what the market should be interested in – it’s now consumers who make that call.

This means that consumers have more control over where, when and how they interact with brands. As such, it’s now all about catering to their wants, needs and desires.

Educational content can help:

  • equip readers with knowledge and tools
  • create a sense of reciprocity and value
  • answer your customers’ question of ‘What’s in it for me?’
  • position you as a thought-leader.

As a rule of thumb, think of educational content as how you can help, rather than what you can sell.

Offer your customers real value

Eat your heart out, Don Draper. While old-school spin and used cars salesperson tactics may have worked in the past, these days consumers are far too savvy.

We want to know exactly what we’re buying and rarely make decisions without trawling the web first. In fact, two thirds of consumers prefer content that informs and educates them about a product or service.

Global retailer Apple is a prime example. It invests time and resources into educating customers via hands-on experiences at retail stores where customers can see how each product works. Customers can also access free training classes and workshops to help improve their experience with the brand’s products.

Customers are more aware and particular, so let them take the wheel with their experience of your brand. Empowering your customers to feel good about their decisions helps build real and lasting connections to your brand, products and community.

Drive organic traffic

Creating educational content not only assists your active users, it also helps to drive more traffic to your website. If your educational content is well-written and embedded with high-performing keywords, it’s more likely that search engines (e.g. Google) will rank it higher in its search results – this is known as search engine optimisation (SEO). However, SEO isn’t just about pumping keywords into a post anymore. It’s about developing good quality content that connects with readers over time, thereby building brand loyalty.

Imagine you search ‘What is conversation design?’ on Google and you click onto our recent blog in your search results. In this scenario, our educational and search relevant content has directly helped drive traffic to the website. Keep in mind, the click-driving power of educational content doesn’t happen overnight – it requires consistency along with an understanding of what keywords will generate the best search results.

As a result of writing relevant, educational content regularly, you’re telling search engines and customers that your brand is worth paying attention to. That means you can benefit from more traffic and customers can benefit from useful, informative content.

Boost brand trust and loyalty

Consistent educational marketing content generally leads to positive interactions with a brand. This associated positivity has the potential to build and develop into brand loyalty and ambassadorship. If your company invests in customer education over a longer period of time, you’re building a relationship based on a foundation of trust.  

When your consumers have developed feelings of trust in your brand, it’s important to nurture this relationship for the long haul. It’s pivotal to ensure your educational content addresses issues your loyal fans may be encountering, no matter what stage of the consumer journey they’re at.

When your content effectively communicates what problems it can solve, you stand to strengthen their feelings of brand loyalty, while also fulfilling their existing expectations.

Much like attention, trust is a precious commodity. Educational content helps create a more trustworthy interaction with customers, so it should be at the top of your list of priorities.

Values on the podium

Educating your audience on what you stand for can help you communicate your ‘how’ and ‘why’ from the very first interaction. At Avion, compassion and making a difference are two of our core values. Clearly aligning your content with your business’ values helps:

  • communicate your purpose
  • discover new opportunities to give back to the community (e.g. our involvement with the Churchill Club’s Top Tech Trends Debate)
  • connect with your ideal audience.

Expressing your ethos can foster meaningful connections with likeminded customers and define your point of difference in a crowded marketplace.

Get an A + on your educational content

Providing your audience with engaging and educational content is a great way to provide two-way value between you and them. Our team of Melbourne copywriters can help create custom content for your business that educates, engages and inspires. Get in touch with us today to learn more.