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Content marketing tips for educational organisations

11th Oct 2016
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Companies in the educational niche have very unique needs when it comes to reaching their audience. Because of this, much of the general purpose content marketing advice doesn’t truly solve the problems that business professionals in this space have to contend with. If you represent an edtech company, a textbook seller, an educational service provider, or are otherwise part of the education niche, keep reading. The following should you give you some industry specific insights into content marketing.

content marketing

Content Marketing Defined

Before we begin, let’s quickly define content marketing. Content marketing is a concept that was created for one simple reason. It came to be when marketing professionals realized that customers could use the internet to find information on any product or service that interested them and that they could use it to find out about any business that crossed their radar. This decimated the standard marketing and advertising structure that had been in place for centuries. Brands no longer hold the authoritarian position when it comes to information. Because of this, they now use content marketing to become allies and sources of guidance. This is why content marketing focuses on educating, problem-solving, and relationship building via creating curating and sharing content.

Focus on Case Studies And Testimonials

Whether they are investing in their own education or another’s, people want to know that the results achieved are worth their time, money, and efforts. This means that your followers want to see proof of results, not promises.

One example to consider is ABCMouse. This educational, app provider focuses on helping the youngest students gain an early advantage. They demonstrate this commitment in their content marketing by featuring stories about students who have developed a strong interest in learning by using their products. Then there are private, for-profit technical schools. Take a look at their content, and you will notice that it focuses on results. Their audience wants to know about graduation rates and job placement statistics. They also want to know how quickly the school they are attending will graduate them. This is why numbers and data matter so much.

Collect data. Share case studies. Make sure your content proves that people will get the results that they need from your products and services.

Include Lots of Interactive Content

Interactive content is usually a hint in any niche. However, if you are in the education industry, you can find some unique opportunities to reach customers with this kind of content. One type of interactive content that you can use to drive customers further down the funnel is the self-assessment. After all, what better way could there be to convince someone that they need your product than to let them come to that conclusion on their own by taking a test. You can also produce interactive content that helps current customers monitor the progress they are making.

Use interactive content as for both informative and promotional purposes.

Crowdsource Success Stories

Whether you are a textbook manufacturer or a tutoring service, your business success hinges on the success of your customers. According to Louise Webb, Marketing Manager at The Eleven Plus Tutors in Essex, “We can show parents all kinds of data about the results we can achieve. That’s wonderful. However, the truth is one child’s success story is going to produce more conversions than any facts and figures post. Parents want to read about children who once struggled like theirs are, and to see that they have hope.”

Encourage your audience to submit videos, pictures, and stories detailing how your products or services have helped them to reach their educational goals.

Produce How to And Tips And Tricks Content

Content that helps your audience maximize your products and services will always be a hit. Do you publish online study guides? Create a video walkthrough that demonstrates how to find information in each study guide. Do you produce educational games? Share a video demonstration that helps players find some ‘easter eggs’ that you’ve hidden in your games.

Creating content that shows your followers how to use your products is key in fostering great customer relationships.

Curate Content That Educates

You’re in the business of educating people, so continue the theme in your content marketing. Search out articles, videos, infographics, and other content from sources that also educate. For example, NASA, PBS, National Geographic, and other organizations regularly produce educational content that is intended to be shared for educational and entertainment purposes. Follow them on social media, like and share their posts, and subscribe to their blogs. Many even have content that they specifically created for educators.

Sharing this kind of content helps your branding, provides your audience with plenty of fascinating content, and creates engagement opportunities.

Be Vigilant About Quality

If you are involved in the educational industry at any level, there is no room for errors. This means that your content must be relentlessly fact checked for accuracy. It also means that your audience is not going to be forgiving when it comes to spelling and grammar mistakes. Use free tools such as Grammarly and Hemingway to ensure that your written content meets high standards. When it comes to sharing facts or figures, be sure to double check your sources.

You’re going to be held to higher quality standards than folks in other industries. Be prepared to live up to them.

Create and curate content that proves your claims, meets high standards, and cements your role in the educational space. This will help increase engagement, traffic, and ultimately conversions

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