How To Use Content To Educate Your Audience
2020 has been a year of never-ending change. We spent more time than ever inside our homes, working, educating, communicating, and socializing. And we think we can all agree that much of this time was spent on the internet researching different topics and/or solutions to problems!
Using content that will educate your audience provides real value and will have them coming back for more. There are several ways to help your audience learn – a ‘How To’ or DIY tutorial, a personal story of how you overcame a challenge, or even a product review. This method of content creation makes you more relatable to your audience and successfully delivers useful information. Here are a few simple ways to use content to educate your audience.
Do Teach, Don’t Sell
Your audience will have a much easier time understanding what you’re trying to sell if you educate them on how your product will help them. Instead of telling them why it works, take this opportunity to teach them why it will work for them. Effectively educating your audience will create a trusting relationship and make it easier for you to sell more. The more entertaining you can be the more likely they will return to you.
Joe Pulizzi from Content Marketing Institute tells us that education is the most powerful weapon to change the world:
“I truly believe in this. I also believe that the brands that place a priority on educating their prospects and customers through the creation of remarkable content are wisely choosing the road less traveled.”
Identify the Best Way to Deliver Education
Every audience will consume information differently. Determine the most common and effective way that your audience will learn. It might be through blog posts, videos, infographics, checklists, or even podcasts.
Win Some Writer explains why delivery makes a difference:
“The kind of customers you are targeting determines the medium of delivery you should explore. Say, your target audience are millennials, educating them through short explainer videos will be ideal. If you’re serving decision-makers in companies, creating long-form, informational articles will be apt.”
Engage Your Customers Regularly
Choosing to use this strategy means interacting with your audience regularly. Frequent engagement helps you better understand your audience, identify their problems, and continue to provide solutions. If you want your audience to return, you need to provide something for them to return to. This is how trust and loyalty are built between you and your audience.
Alejandra Melara of GrayGroupIntl.com explains:
“The ultimate goal for these pieces of content is to engage with your audience and ultimately get them to buy from you. In order to do that you get to earn their trust by acting as an advisor that is there to help them solve their problems when they are ready.”
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