It can be said that there are two kinds of people in the business world: those who have the right ax to grind and those who settle with whatever’s available. Educational content is one of your most potent weapons. But you need to know how to wield it and take advantage of its blades.
If you want to be successful in marketing, you need to have an arsenal of weapons at your disposal.
What is Educational Content?
There has been a growing trend of “educational content” – videos, articles, books, etc.- designed to teach people new skills or knowledge. This trend has been driven by the increasing availability of high-quality educational content and the decreasing cost of accessing it.
Educational content can take many forms, but at its core, it is any kind of content created to teach someone valuable information or skills. It could be a tutorial video on how to change a tire, a blog post explaining the fundamentals of personal finance, an online course on the basics of digital marketing, or a podcast episode about the history of the American Civil War.
Why is Educational Content Important?
To understand why educational content is so important for business, you need to consider what happens when someone goes to school. When you’re in school, you’re learning new things all the time. You’re also constantly interacting with others and testing your ideas against theirs.
This process of constant learning and testing is essential for any business. Customers and the marketplace are constantly changing, so businesses must continuously adapt to meet their needs. Keeping up with their competitors requires innovation as well.
Educational content helps businesses do both of those things. Through it, businesses can build the relationships and networks vital to their success by constantly receiving new ideas and insights.
How Can It Improve Content Marketing?
Educational content can also be a great way to build trust with your audience and establish yourself as an expert in your field.
When done right, it can even help you generate leads and close sales.
Here are some ways educational content streamlines your marketing efforts:
It helps you build trust with your audience.
When you provide helpful, informative content, your readers will begin to see you as a trusted source of information. It is especially true if you can back up your claims with research and data.
It establishes you as an expert in your field.
By sharing your knowledge, you’ll position yourself as an authority on the subject matter. It can be extremely valuable when trying to win over new customers or clients.
It helps you generate leads and close sales.
You can use educational content to nurture leads and guide them down the sales funnel. For example, you might offer video lessons on a relevant topic in exchange for contact information. Or, you could create a series of blog posts that walks readers through the process of making a purchase.
It is versatile and can be used in many different ways.
As you’ve already learned, educational content can take many forms, from blog posts and articles to infographics and videos.
It can be used in many ways, such as:
- Driving traffic to your website or blog by sharing interesting and informative articles or online courses.
- Engaging potential customers in conversations on social media by answering their questions and providing valuable insights.
- Increasing brand awareness by sharing infographics, videos, or other types of content that showcase your company’s expertise and core values.
It is affordable and easy to produce.
Educational content is relatively inexpensive to produce compared to other types of content. And thanks to the rise of digital media, it’s easier than ever to create and distribute educational content.
3 Important Things to Remember as You Deliver Educational Content
Creating educational content for your business is not as simple as creating a PowerPoint presentation and calling it a day.
If you want your educational content to be truly effective, there are three crucial things to remember.
Make it engaging and interactive.
Dull, lifeless presentations are quickly forgotten.
To ensure that your educational content is engaging and interactive for customers, you must put yourself in their shoes. What would they like to learn? How would they like to learn it? What would make them want to return? Be sure to tailor your content to your audience when creating it.
If you’re not sure where to start, try surveying your potential and existing customers or holding focus groups. Then, you can start crafting content that will meet those needs and keep them engaged. Use interactive tools and other elements like quizzes and question-and-answer sessions to encourage participation, and make sure to update your content to stay fresh periodically.
Be original and well-researched
Your customers want to learn something new, not hear the same old information regurgitated in a new way.
So how can you make sure your content is original?
1. Keep up with the latest research. Keeping your content fresh and relevant requires staying on top of new studies and developments in your field.
2. Be creative in your approach. There’s no shortage of ways to present information, so don’t be afraid to experiment with different formats and strategies.
3. Draw on your own experiences. Your own experiences have probably taught you a lot, so why not share them?
Always keep your audience’s needs front and center, and you’ll be sure to create content that is both original and useful.
Make Sure It is Relevant
In any field, there is tension between those who emphasize content and those who emphasize context.
The former group puts their energies into coming up with the right information; the latter into understanding the circumstances under which that information will be used. The tension between these two mindsets is particularly relevant when it comes to educational content.
On the one hand, you want your content to be as comprehensive and well organized as possible. On the other hand, your content must be relevant to customers in different situations.
The challenge is to find a way to strike the right balance between these two imperatives.
One way to ensure that you create both comprehensive and relevant content is to use what educational psychologists call “scaffolding.” It involves breaking down the learning task into smaller, more manageable pieces and providing support along the way.
For instance, if you’re teaching someone how to use a new software program, you might start by showing them how to perform the most basic tasks. Once they’ve mastered those essentials, you can then introduce more advanced features. In this way, scaffolding can help you create content that is both deep and wide.
Another way to ensure that your content is relevant is to use “just-in-time” learning. This approach delivers content to learners when they need it, in the format they need, and without overwhelming them with unnecessary information.
For instance, let’s say you have a customer struggling to use a particular feature in your software program. You could provide them with a short, targeted video that shows them how to use that feature, rather than sending them a lengthy manual or tutorial.
Just-in-time learning can help you create educational content that is relevant and useful for customers in different situations.
How Can You Produce Your Educational Content?
Now that you know what goes into creating great educational content, you might be wondering how you can produce it.
Fortunately, there are several ways to create educational content, and the right approach for you will depend on your budget, skills, and audience’s needs.
Option 1: Develop Your Own In-House Experts
First, you can develop your in-house experts and have them create and deliver the content. It has the advantage of ensuring that the content quality is high and delivered in a way consistent with your brand.
Note: It can be expensive to develop and maintain an in-house team of experts. Keeping them up to date on the latest developments in their field can be challenging.
Option 2: Outsource
Another option is to partner with an outside organization that specializes in delivering educational content. It can be a more cost-effective option and give you access to a wider range of experts.
Note: It’s important to select a partner who shares your commitment to quality and has a track record of delivering high-quality content.
Option 3: Utilize Technology
Finally, you can use technology to deliver your educational content. There are different platforms and tools available that can help you create and deliver engaging and interactive content. It can be a great option if you’re looking for a way to reach a larger audience or if you want to make your content more accessible.
Note: Make sure you select a platform that is easy to use and provides the features and functionality you need.
Remember that quality, relevance, and engagement are the keys to creating outstanding educational content.
Educational content can be one of a company’s most effective tools at its disposal. People can make informed decisions about their purchases by using it to establish trust and credibility with potential customers, as well as provide valuable information.
When done right, educational content can help businesses position themselves as experts in their field, promote the brand’s values and drive more sales.
Here are other questions about educational content that we have not discussed in the article.
Educational content marketing is a GTD (getting things done) concept that individuals, businesses, and institutions can adopt to promote themselves, their products, or their ideas. The basic idea is simple: produce high-quality content that is educational and informative, and then use social media and other channels to disseminate this content far and wide.
One challenge is the sheer volume of content that needs to be created. As businesses expand their e-learning offerings, they’re often overwhelmed by the amount of material that needs to be produced.
Creating high-quality educational content requires a team of designers, writers, and illustrators who can work together to develop engaging course materials. This can be costly and time-consuming, particularly for small businesses with limited resources.
Another challenge is keeping up with the latest trends in educational technology. Rapid changes in the way consumers learn new information mean businesses must continually update their e-learning content.
It can be a difficult and expensive task, especially for businesses already struggling to keep up with the pace of change.
Finally, businesses need to consider how they’ll distribute their educational content once it’s been created. With so many different options available, deciding which platform or format is right for your business can be difficult.