Why educational content is a key to transforming prospects into profit

Ever heard of digital hugging?

This endearing term summarizes the goal every brand strives for: providing an ideal customer journey across all core marketing channels. Relevant. Fast. Accurate. And above expectations.

Why is Educational content so important all of a sudden?

Publishing educational content instead of “salesy” or promotional pieces acts as a trust catalyst between your brand and the buyer. Recently this was framed as Content Marketing, but it’s not new.

Educational content builds a bridge. Brand recognition and expertise are waiting on the other side.

If you build an authoritative voice within your niche, customers will naturally turn to you for advice. That means website traffic. Tons of it, if done well. When that happens and you see a spike in traffic, converting returning visitors into actual paying customers happens easily.

Loved the Michelin story, but need a more contemporary example? Think Google.

The tectonic online ecosystem provides a plethora of tools to help people run their business more effectively. You get started with Google Mail and then have everything else: Google Drive, a Google Calendar, Meet, Forms, Chat and whatnot. They developed their offerings first by understanding what their clients are trying to achieve and then added services relevant to them. Google refined its marketing strategy to offer value that goes beyond the expected service/product delivery. The end result? Engaged and loyal customers that cannot think outside a Google Spreadsheet.

From Google to the STDC Funnel Model

The See-Think-Do-Care Funnel model is Avinash Kaushik’s brainchild . He built it on the traditional AIDA Model and helped to bring it to the digital age.

Image source: https://www.signalfox.org/see-think-do-model/

The best way to add engaging educational content: video first

Why? Because video is the last remaining medium that enables entrepreneurs to find their blue oceans.

Much like fortune favours the bold, users favor product education content over ads.

More so, educational and training content — product education — is one of the most in-demand types of video content.

  • 82% would rather watch live video than read social media posts.
  • people retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
  • 96% of people have watched an explainer video to learn more about a product or service.
  • consumers who end up on a site through a user-generated video are 184% more likely to purchase, and spend 45% more.

Sounds awesome, so what is the problem?

Still today a video production can take up to 4–8 weeks time and cost a brand $50k and more. Yet very often these projects rely on the gut feeling of a creative director. And all too often clients know what they would want to say — but have no idea what their audiences want to see/hear. That leads to myriads of costly produced videos with no views, no reach leaving their audiences frustrated and disappointed. More on how to solve that challenge in one of my next posts …

About the author

Dieter Rappold is a serial entrepreneur, angel investor and co-founder of Speedinvest Pirates, the growth Marketing partner of the Speedinvest platform. He is an expert in digital marketing and growth with almost 20 years of experience in the industry. As a renowned keynote speaker in the field he holds several standing lectures at Universities for Digital Marketing, Social Media Marketing and Content Strategy.

serial entrepreneur, angel investor, into growth marketing, content strategy and always driven by curiosity. Speedinvest Pirates, tubics.com, smint.com