Let’s face it — it’s very easy to get lost in the loop of publishing promotional content on your website. However, spending time creating only that type of content can limit your potential and drive people away from your product or service offers. The reason? Nowadays, people don’t like to be hard-sold. So, too much promotional content is not a great way to attract potential customers.
Users today look for actual takeaways from every piece they read online. What should you do about that? We advise creating educational content and start focusing on providing them with information, advice, and tips on how they can achieve something — without hard-selling them your offer.
What is educational content?
Educational content informs or educates the reader about a specific topic. Well-made educational content gives your brand a more authoritative voice and a unique edge over your competitors. Educational content is not about selling — however, it can help you realize how to grow your business using content marketing.
As it educates readers on topics related to your niche, educational content helps you reach a larger audience and discusses the problems everyone is facing. The main goals of this type of content are for it to:
- Be reshared
- Help you attract more leads
- Position your brand as a leader in the industry
- Help you increase online sales
- Build customer loyalty
7 ways to create the best educational content on your website
Users nowadays appreciate every bit of advice on solving a problem and are likely to come back to a website where they learned something or read something that helped them improve.
So, educational content is a great way to build trust. Moreover, it also gives readers information about your industry and lures them into coming back for more. Many brands use it as part of a winning sales strategy (that doesn’t focus on direct sales). To do that, you need to be who you are and show the human side of your business. Below, we list some of the best ways to make sure you are using the right type of educational content on your website.
- Make your content relevant
First of all, be sure that your content is relevant to your audience and addresses some of their main challenges or pain points. Now, many brand owners think the content they like to create is the same content their audiences like to read. However, that is far from the truth.
For instance, if you are selling a product like a CRM solution, you don’t need to talk about it in every blog. Instead, think about the challenges your potential customers are facing (especially the ones who aren’t using software like that) and how your product can help them get the results they hoped for.
Educational content needs to be relevant to your target market, so it’s really important to think about who these people are and what they are struggling with. Staying relevant with topics they will want to read can only help you target them. The goal is to show them that you have a solution that takes into account the challenges they have.
- Create interactive and engaging content
To make the most out of your educational content, start focusing on interactive and engaging content. You could explore ideas like live online webinars — or even host an automated webinar if you want to keep things simple and create content in advance.
Remember, Google’s recent algorithm update shows that high rankings don’t come from mere optimization for keywords anymore. Instead, it’s all about the user’s search intent and the value your content is providing to the reader.
If your content is engaging and interactive, it will more likely help the end user. We advise you to get creative, research, use data and anything you can find, and experiment. Test new content formats and different ways to engage people on-site, and so see the analytics. A data-driven marketing strategy with educational content in focus will convince people that your brand, product, or service is worth their attention.
- Do keyword research and use keywords accordingly
To reap the benefits of educational content, research keywords and use them in your content. Keyword research helps you understand the search intent for your target keywords, showing you ways to get more users to your website.
You can find plenty of tools for keyword research, but even a basic Google search will show you how to do that in an attempt to get more traffic. For instance, if you are looking for a product that will help you increase sales by adding upsell, cross-sell, related products, and coupons to your current email templates, such as WooCommerce Email Customizer, you won’t get there by typing the name of the product. Instead, you will try all the keywords related to it, such as “upsell features for email templates” or “how to add coupons to your email templates,” etc.
Incorporate as many related keywords as possible in your content. We know that it can be challenging to do so. Fortunately, many keyword research tools exist to help you uncover great keywords to use on your website.
Using the right keywords, educational content can undoubtedly increase your rankings — Google sees it as relevant and will give credit to it. So, when you think about it, using properly optimized educational content can be a great SEO booster for your brand.
- Keep your customers educated
Did you know that attracting a new customer can cost 15 times more than retaining one? Yes, that’s true, and showing your customers that you care from the start is one of the best ways to retain them.
If you want to make content a focal piece of how you measure your sales enablement success, you need to create content that not only attracts new customers but also retains your current ones. Another great way to do that is by creating different funnels or workflows where you can target each customer with specific content. For instance, one funnel can be people that visited your website but did not convert — you can remarket to them using more educational content topics.
- Personalize the content experience
Once you turn visitors into leads with educational content, you can capture their information. Now you can retarget them via email or personalize your messaging on email and the website.
We are sure you know how interesting it is to personalize your email and website messaging through smart content. The majority of marketers nowadays know that this kind of personalization goes a long way in how they succeed with their marketing efforts.
If you still want to hard sell and get personal with the buyer, make sure you are offering exceptional value — or something they cannot say no to. For instance, if you are a brand selling mattresses and launched a new aloe vera mattress, make sure to write a blog about it highlighting its unique features, and at the bottom, give them an offer for the product they cannot refuse.
- Enrich your content with additional resources
Adding clickable links to your content is another great way to add a major benefit to the audience. Links also support good SEO for your work, so they won’t hurt you — use them when or where appropriate.
Besides internal links (between your pages and on your domain), you can focus on external links (links to other websites) to add credibility. This strategy increases your SEO score and boosts your traffic.
- Repurpose content
Can't find a great topic for your next educational content piece? Don’t worry — you can always take some from the past and repurpose them in a new piece. Old blogs can become videos or topics for your next podcast, but also blogs that are enriched, restructured, and repurposed.
All content that is revisited, revamped, and repurposed gets a new crawl by Google — something that can help you approach topics from a different angle and grab the attention of your target audience.
And don’t forget to make your educational content easy to share — include social media buttons or ways for people to email it to someone.
In the end, educational content is all about providing value and, with that, engaging people with your brand. You can write blog posts and e-books, record video lessons and podcasts, write email newsletters, or even host full courses on a specific topic. The goal is to build a cohesive brand identity that gives readers instant access to user-friendly content materials.