INBOUND | PART 1 OF 5
Modern customers often prefer to educate themselves before making a purchase decision. They research options, compare solutions, and seek expert insights. For small businesses, providing consistent educational content is a powerful way to connect with these self-directed buyers, build trust, and position yourself as an industry authority.
Streaming educational content isn’t just a nice-to-have; it’s a must-have strategy to engage your audience and nurture leads. Let’s explore how to create, distribute, and maximize the impact of your educational content.
And a side note, when we say “Streaming” here we’re not talking about video or online streaming, but instead representing a steady stream of ongoing content.
Why Educational Content Matters
Educational content meets prospects where they are—actively seeking solutions. Here’s why it’s essential:
- Builds Authority: Sharing knowledge demonstrates your expertise and establishes your business as a go-to resource.
- Engages Self-Educating Buyers: Today’s customers often research before contacting a salesperson. Providing content ensures you’re part of their learning journey.
- Fosters Trust: Non-promotional, helpful content shows you prioritize the customer’s needs over a hard sell.
Types of Educational Content to Share
Not all educational content is created equal. To resonate with your audience, consider these formats:
- Blog Posts: Offer tips, explain concepts, or share industry news. For example, “10 Common Payroll Mistakes and How to Avoid Them.”
- Videos: Create tutorials, product walkthroughs, or how-to guides. Videos are highly engaging and widely consumed.
- Webinars: Host live or recorded sessions to dive deep into specific topics. For example, “How to Optimize Your Marketing Budget in 2024.”
- Infographics: Use visuals to explain complex data or processes in an easy-to-digest format.
- Ebooks and Guides: Provide in-depth information on a subject, ideal for lead generation through downloads.
Each format appeals to different learning preferences, so mix and match to maximize reach.
How to Create Effective Educational Content
Step 1: Understand Your Audience
What are your customers’ most common challenges? What questions do they ask during sales calls or support inquiries? Use this information to brainstorm topics that address their needs.
Step 2: Focus on Value, Not Sales
Educational content should inform, not sell. Avoid overly promotional language and focus on solving problems or answering questions. For example:
- Instead of: “Our software is the best at tracking expenses!”
- Try: “How to Streamline Expense Tracking for Better Budgeting.”
Step 3: Leverage Your Expertise
Share insights, case studies, or best practices you’ve gained from working in your industry. This not only builds credibility but also provides real-world value.
Step 4: Maintain Consistency
Establish a regular publishing schedule to keep your audience engaged. For example:
- Weekly blog posts.
- Monthly webinars.
- Daily tips on social media.
A consistent presence keeps your brand top of mind.
Distributing Your Content
Creating great content is only half the battle—you also need to ensure it reaches your audience. Use these distribution channels:
- Social Media: Share blog links, post video snippets, and promote webinars on platforms like LinkedIn, Facebook, or Instagram.
- Email Newsletters: Send curated content directly to your subscribers.
- Website: Create a resource hub or blog section where visitors can access your educational materials.
- Collaborations: Partner with industry influencers to co-create or share content for broader reach.
Real-Life Example
A small accounting firm launched a blog offering tax tips for small businesses. Over six months, they published weekly posts on topics like “Maximizing Deductions” and “How to Prepare for an IRS Audit.” The blog attracted 15% more website traffic, generated qualified leads, and solidified the firm’s reputation as a trusted advisor.
Common Pitfalls to Avoid
- Irregular Posting: Sporadic content confuses audiences and reduces engagement.
- Overly Technical Language: Keep content simple and accessible to your target audience.
- Ignoring Feedback: Pay attention to which topics resonate most and refine your strategy accordingly.