We already know how important it is to create content and to apply SEO principles and techniques. That is if we need to run or own an online business in the present, and our goal is to be seen and easy to reach. However, do we really have a good understanding of what quality content is? How can we know, for sure, what type of content will prove to be valuable not only for our business, but for our target audience too?
The magical answer is that there is no magical answer! Rather, when we create online content, we have to take into consideration multiple aspects. Those are:
- good storytelling
- interesting and valuable information
- ideal moments for posting
- relevant subjects for our audience and so on.
Different content will have different results. Therefore, it is our job to observe and determine which type will get us closer to our objectives and which we can say goodbye to for good.
With that in mind, we cannot ignore a type of content that will get the job done almost every time: EDUCATIONAL CONTENT.
What is educational content?
This content is part of the educational-based marketing strategy. It has the purpose of establishing credibility and building trust between your brand and its customers and prospects.
A lot of the online content out there, the one that’s generated by brands, consists of selling-based messages. So, the business only wants to sell, not to become closer to the ones that may be interested in their services or products.
And that, we can all agree, is wrong.
Through educational content, you become part of the buyer’s journey, not only by offering products or services, but by helping them make a suitable decision. Even further, teaching them how to make better use of products and services.
By putting their interests first, you gain trust, loyalty and… a higher conversion rate, of course!
Awareness -> Consideration -> Decision
Each of these steps have to be taken into account, so it’s best to have a content plan that addresses each of them.
Educational content can take many forms: blog posts, articles, eBooks, videos, infographics, images, podcasts, you name it!
Every content can be educational, as long as it:
- is relevant for your specific audience
- is informative and valuable for your customers and prospects
- addresses the most important issues that your audience is facing
- offers solutions, perspective and help
- does not emphasize sales
Why does it represent an irrefutable content marketing strategy?
Let’s look at this from the audience point of view: selling-based messages are everywhere! On the streets, on buses and buildings, on TV, on our smartphones, in our e-mail inbox, on every Social Media channel… Basically, you cannot even check the weather without having some kind of marketing content shoved in your face.
It became exhausting and boring and people would do anything to stop this type of aggressive advertising pop up every 2 seconds.
People do not pay attention anymore, they don’t read these messages, they ignore them completely. And they are right to do so: these do not bring any value to their lives, instead, they are just wasting their time.
So, how can marketers and business owners get back on the right track and really use content in a way that brings the brand and the audience together?
Simple, by making quality content for the audience. The purpose should be to educate and help, not sell. And that, my friends, is a job for educational-based marketing!
Instead of being bothered by your content, the audience will look forward to it. The reason is that they know they will actually gain something from it, whether it’s knowledge, advice or other useful information.
Even more, the audience will start searching for your content… and here enters SEO!
Educational content and SEO – they met, we liked and now they are together forever!
Like Neil Patel (not just) once said, “Content marketing and SEO are like peanut butter and jelly”, meaning: they go extremely well together.
You can make use of both of them separately, but you’ll get most of them when they are paired.
And it’s quite simple why:
- SEO needs content – in order to optimize keywords, to get backlinks, even for the technical onsite optimization, you need content marketing
- Content Marketing needs SEO – even if your content is *bomb*, it’s not that much valuable if it doesn’t reach the audience you desire, so much of your work can be considered in vain
Educational content is a part of the Content Marketing strategy, so it needs SEO to reach its full potential.
Right now, there are approximately 5.4 billion Google searches per day! Clearly, most of the information that people seek daily comes from the search engines. Especially Google, which controls 90% of the global search engine market.
That right there is enough to convince all the businesses in the world to take SEO into consideration when they are generating content intended to reach their target audience (that is… all the content they create). Educational content is no exception. Mainly because this type of content is informational and can be used to address the most fundamental questions, that users have.
In conclusion, creating good, quality educational content is not enough. You have to make sure that you include SEO techniques and insights in the mix, in order to reach your Content Marketing goals!
Educational Content – why is it good for business?
Every brand has to communicate with its clients and its prospects, but the most important thing is how it does that.
As anyone can see, traditional marketing is not working so well anymore. Sure, you can still create and distribute ads and sponsored posts. But those are only effective for a short period of time: as long as you invest in them.
Educational content, on the other hand, has the advantage of being almost everlasting. Its results are not always seen immediately. But in the long run, you get more than what you paid for, if the content you create is valuable.
Besides that, educational content:
- Helps you to know and connect better with your target audience
- Makes your audience trust your brand (and as we know, people tend to do business with the ones they trust)
- Generates awareness
- Generates engagement
- Attracts quality traffic on your site
- Converts clients into promoters of your brand
- Helps you retain your customers
All of these mean: turning prospects into leads and ultimately making more sales.
So, if you were looking for a new strategy that accomplishes what was mentioned before, try to use educational content in your content marketing strategy. The only thing you will ask yourself is: why didn’t I do this before?!
About the author
Sonia Gavrilescu is the Head of Content Department at SEO Cupcake, a Romanian Digital Marketing agency. She coordinates a team of 25 writers, who create content for approximately 100 different brands that work with the agency. She’s passionate about writing and is always curious, so the research may just be her favourite part in the writing process!”