Nowadays, structuring a solid Content Marketing strategy includes the consideration of numerous points , among which we highlight the need to align actions with the business segment.
In addition, we must take into account the information expectations of the public and provide content in attractive formats that instruct and educate our audience.
In general terms, educational content aims to provide useful and relevant vnpay database information to users so that the brand can guide them through the entire sales funnel until they purchase the solutions that the company sells.
In this post, we focus our attention on the topic, covering everything from the concept of educational content to 5 ways to use it in Digital Marketing strategies to attract and convert leads.
Learn more with us!
What is educational content?
Educating the public can seem like a complex challenge to achieve, however, when we use the right tools and techniques in the area of Marketing , this process tends to be very effective and successful.
Educational content is an extraordinary tool for providing abundant and interesting information to the target audience .
By producing and distributing valuable content, we add value to the business and thus, make it a reference in the critical eyes of its public.
Since the creation of content has the purpose of providing people with relevant data to resolve their information demands, these publications have become great allies in strengthening the relationships between brands and their audiences .
And the reason is very simple! By offering them information about the topics that interest them, people feel closer to businesses and, consequently, tend to trust their products or services more.
That said, it is clear that one of the main challenges of educational content is to share knowledge, experiences and skills in a way that the public meets their information needs and feels comfortable enough to engage with the brand.
Features and differences with other types of content
After learning what educational content is from the perspective of Content Marketing, it is worth mentioning its most relevant characteristics:
Warns about the occurrence of problems
Since the purpose of educational content is to instruct the audience by complementing their learning process on a certain topic, this type of publication usually addresses problems and then suggests interesting solutions.
Thus, the producer can subtly point out how a particular solution can help the reader solve a specific problem .
For example, when faced with the dilemma of choosing a good hotel to stay at during the holidays, the content can encourage the audience to select the best alternative by mentioning the use of a reservation software with a good reputation in the market as one of the tips.
Covers topics according to the user's journey
It is important to note that the content shared with the audience varies according to the stage of the sales funnel .
Look at the example above: since the reader doesn’t know how to select a good hotel, we can’t simply tell him to use “the best app on the market” – that is, feed him with background content.
Therefore, it is necessary to instruct them to advance through the funnel and reach the conclusion that company X offers the best solution for choosing accommodation that meets their expectations.
Facilitates access to knowledge
The democratization of Internet access has led more and more people to turn to digital content to resolve information demands and accelerate their learning.
Educational content allows people to increase their knowledge from any mobile device, wherever they are .
Since most blogs offer extremely valuable free content, learning more about a certain topic nowadays only requires a stable internet connection.
It has no promotional character
Although educational content provides insight into the key features and functions of a solution or company, this type of publication does not encourage consumers to purchase it.
In this way, educational content maintains an informative stance by providing and sharing interesting data about the qualities and attributes of a brand, product or service without losing its impartial character in the eyes of potential customers.
This means that the authority of brands on the Internet is linked to their ability to educate without approaching sales in an aggressive and dominant way over the rest of the information provided to the audience.
Regarding the differences with other types of content such as value content, educational publications explicitly talk about the characteristics and attributes of a brand, product or service within the solutions they suggest.
However, it does not try to convince the reader to buy the brand's products or services , as promotional content does.
Instead, inform the user how a certain solution can help them solve a problem without mentioning a purchase transaction.
Unlike creative content, educational content does not resort to emotions or humor in order to go viral on the Internet, thus maintaining a rational and practical approach.
Importance of using educational content within Inbound strategies
As you can see, it requires the consideration of certain characteristics that make it unique, thus differentiating it from other types of publications.
The focus of this content is to inform and encourage learning without focusing on selling solutions or taking advantage of immediate discounts and promotions.
Thus, including the design of educational content in Inbound Marketing strategies allows you to nurture the public by making them travel through the funnel in a smooth and unhurried way, which leads to the attainment of abundant benefits such as:
Generate authority for brands, since only those who have deep knowledge of a topic can deliver top-quality educational content;
Create a bond connecting the company with the public, since the brand addresses issues that it knows in detail and are, in fact, interesting to the audience;
Allow a continuous relationship by virtue of the infinite nature of knowledge.
Contribute to the recognition and positive image of a brand in the market;
Attract qualified traffic, thereby promoting lead generation.
In short, there are many reasons why we should introduce educational content into the Attraction Marketing strategy.
Wait a minute! If you are interested in learning more about Inbound Marketing, we recommend the following articles:
What is Inbound Marketing? Learn about Attraction Marketing and apply it to attract and win customers .
What is Inbound Marketing for your company?
52 Inbound Marketing Statistics Every Professional Should Know
5 examples of strategies supported by educational content
Here are 5 great tips on how to create educational content and integrate it into your digital marketing strategy:
1. Create ebooks and guides
Guides are simple formats in terms of production and extremely valuable in terms of informative content.
On the other hand, ebooks are more extensive and complete than guides, since they cover the topics in depth, a characteristic that makes them the ideal resource to position the brand as an expert in its field and, therefore, obtain qualified leads.
As for the dissemination of these materials among the audience, you can do so by publishing the content on your blog or through downloadable files. The interesting thing about this last option is that you can use it to create a contact database with interested users.
2. Offer free courses
Projecting free courses that include relevant topics to both guide the audience through the sales funnel and nurture people by optimizing their learning process is one of the most effective ways to add educational content to your marketing strategy.
Go ahead and create quick courses that are easily accessible and that engage people so that they get involved and even spread your content among their circle of contacts.
3. Focus on communication
It is not enough to produce content focused on educating the audience. It is essential to support them during their learning by eliminating doubts, clarifying points that have not been clear and providing more details about the main topic.
To do this, you can use instant messaging apps like Telegram and/or WhatsApp. You can also communicate with your audience through:
Blog comment field;
Chat on the website;
Private messages on social networks;
Responses to posts on digital channels.
4. Produce interactive content
Beyond improving the connection, interactive content optimizes audience engagement , thereby promoting the exchange of information between brands and their customers, both regular and potential.
A good way to promote interaction in educational content is by introducing gamification concepts , mainly because they attract people's attention.
5. Broadcast live
Live broadcasts and tutorials are educational formats that have become established trends , both for their versatility and for the possibility of presenting topics in a fluid, entertaining and interesting way.
Regarding this type of transmission, it can be done through specific applications such as Zoom, social networks or YouTube channels.
This is as far as we go!
We hope this article has helped you understand the real purpose of educational content.
By understanding in detail what educational content is, you can plan actions and use formats that are effectively attractive to your audience to the point of attracting them, delighting them, and making them trust the brand to the point of considering it an authority in its field.
Ultimately, producing educational content has become a powerful differentiator for companies that want to strengthen their relationship with their audience and generate recurring sales.
Do you want to learn more about Content Marketing? Then we invite you to download our “ Guide to Interactive Content ” to discover how to provide fabulous experiences.
What is educational content and how to use it in your marketing campaigns
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