• Paula

How to educate your customers with insightful content marketing

Updated: Aug 19

Insightful content marketing is about creating content that delivers real value to your customers and prospects—giving them the content they need and want. Whoever your audience is they want information that helps them learn about you or the industry they serve, grow, and solve the problems they face. When you provide that information, you are providing a valuable service through educational rather than hard sell marketing tactics.

This can be delivered in a multitude of engaging and tried and tested ways such as practical tutorials, theoretical deeper impact pieces into specialist subject areas, or brand-specific product info and features and benefits giving your audience in context information. Most importantly, it delivers useful information in the right context, at the right time. A crucial factor in successful content marketing is focusing on educational content streams.

Here are five ways to create education-based content that delivers great value to your audience.

1) Identify and demonstrate a clear understanding of customer pain points.

We all want help from those who empathise and know what they’re going through and who can help them navigate those issues. So, the best way to make yourself attractive to a customer is to help solve their problems via insightful content. Creating this type of content shows your audience that you care about educating them but proves that you can educate them, positioning your brand as a helpful "go-to" resource. Get familiar with your clients’ pain points by asking them! Use your networking opportunities with customers to get under the skin of industry challenges or company complexity. Use this intel to fuel the content you create and explore a multi channel approach to demonstrating an affinity and deep understanding of such issues. At SavvyDesk we create client personas based on our interactions with clients which we refer to during every brainstorm which helps identify and address our customers needs.

2) Dealing with adversity & learning from your mistakes

Dealing with adversity in business is something we have all had to overcome over the last few years - being open, honest and able to share insights into how you have made mistakes along the way yet overcome such challenges, demonstrates that you can face problems head on showing your customers that you are both human and trustworthy. A customer is more likely to want help from someone who can and wants to understand and help solve their problems. Speaking authoritatively about customer pain points showcases your experience and sharing lessons learned proves that you know your stuff and aligns you with customer need. This doesn't mean you need to be preachy or sanctimonious but capable of assured thought-leadership (however overused this is) and confidence in your goals and vision.

3) Let your customers in

We all need to stand out from the competition - and having a clear vision by showcasing your unique value proposition can enable a closer connection between you and your customers. Presenting your viewpoint through experience and letting customers see your unique perspective builds further trust. Doing this through relatable content and educating your audience through interaction with your brand means they are informed and more likely to make a buying decision as they have a unique and personal connection with your brand. Being able to identify with perspectives or philosophies means that audience is more likely to convert. At SavvyDesk we help customers create informative content to do just this!

4) Teach them a practical skill

Yes, thought leadership is powerful, but some brands get a little niche with their content which can have limited appeal. Remember that you can re-purpose valuable content by tailoring it according to channel or platform in smaller snack-able doses by breaking this down into micro-content which helps promote the larger pieces. Smaller sharable guides or hacks can be a practical way of helping your customers put this information to good use and again your brand is educating the audience.

5) Continue to foster a learning culture

Although you are an expert in your industry you should also be keen to continue to grow by expanding your knowledge and showing your customers that you want to understand the latest industry innovations and developments. You will therefore be able to share the best, up-to-date information and stay relevant. In turn your customers will think of you as the go-to resource for the information they need and also give them the confidence to continue to evolve and adapt to new process themselves.

Creating better values-led content will expand your reach, build trust, grow your online communities and strengthen your brand. To find out more about how we can help you create better content CONTACT US

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