How do your visitors decide to buy from your site, without being bombarded by your unwanted sales pitches ? They do their research! According to a study, internet users often ask questions like: "How do I file a tax return?", "What Halloween costume should I wear to my kids?", "How do I make sushi?", etc. So why not answer them by offering educational content?
To answer the various questions that internet users ask online, nothing beats explanatory and informative content . And that's precisely the purpose of educational content . Indeed, this type of content goes far beyond that which is solely intended to sell. Since it serves to inform rather than sell, it will be perceived as added value that the reader receives while browsing your site, for example.
As you've probably gathered, the main goal of educational content is to provide solutions . This type of content allows you to become a reliable source of information while simultaneously building a relationship with your target audience . Given its power and effectiveness, this strategy has become increasingly popular . Below is a brief explanation of its advantages and the steps to take to implement it.
Advantages of educational content marketing
One of your main marketing objectives is surely to attract as many visitors as possible to your website or page. Create educational content that will interest your target audience, and you'll achieve this goal more easily. Furthermore, your content marketing will offer several other advantages.
Content sharing
If you publish good, informative content online, it will inevitably generate interaction with your customers . Indeed, if they appreciate your content, they will likely leave comments . They might even ask you for more information. Better still, they might share your posts, which will increase your online presence .
Lead generation
Email lists and social media networks are two popular ways to generate leads . By offering informative and educational content about your product through these channels, you will further pique the interest of your potential customers online .
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Brand presentation
To increase brand awareness , content marketing can be used when launching your brand . The Facebook logo is a good example. Even users without a Facebook account recognize the Facebook logo when they see it. Brand recognition builds customer trust , which in turn makes users appreciate your educational content even more.
Increase online sales
Successful educational content marketing drives more traffic to your website or blog . As traffic increases and users become more interactive, you increase the chances of your loyal visitors becoming customers . The more you educate them with valuable information , the greater your chances of making online sales .
Customer loyalty
By continuing to provide educational content that builds customer loyalty , you increase your chances of turning one-time buyers into long-term customers who will buy from you again and again.
Approach to creating educational content
To produce your own marketing content , consider the following steps:
Define your marketing objectives
Is your goal to increase brand awareness or build a database of prospects ? Defining objectives means determining your key performance indicators (KPIs ). The objective must therefore be measurable and realistic . This will make it easier to assess your success at the end of the campaign. It could be a ratio of prospects to closed deals, or revenue generated per buyer, etc.
Find out what your target audience wants to know
Conduct online keyword research area of expertise . It's not enough to simply find the kind of content that interests the most people. Above all, you need to be specific and stay within your area of expertise . This will prevent you from attracting the wrong audience.
Provide answers through your educational content
With educational content, your priority is to educate, not to sell . Your content must be high-quality, entertaining, and informative. If you don't feel capable of doing this yourself, contact a content marketing agency or freelancers to create your content.
Don't be afraid to share your knowledge. You might feel that you shouldn't share your expertise for free . However, sharing knowledge is an important element in encouraging engagement from potential clients .
Pay attention to market trends
The market is constantly evolving , so make sure your offering evolves with it . Keep an eye on your competitors and adapt to your audience's needs.
Check your results
Monitoring your results allows you to determine whether your initial objective has been met . Without monitoring your results, it's impossible to know your return on investment. Therefore, keep your key performance indicators (KPIs) in mind. If your current campaign isn't delivering the expected results, make adjustments as soon as possible.
Key takeaway: The customer comes first!
For some businesses, educational content marketing seems more obvious than for others. For example, if you sell kitchen accessories, maintaining a blog with recipes and tips on how to use those accessories makes perfect sense. On the other hand, if you specialize in business consulting services, filling your blog with advice on how to perform specific tasks might seem like a surefire way to lose clients. However, always remember that client needs come first. In any case, create educational content that is relevant and consistent with your business .
In conclusion, if you provide people with the information they need, you will develop a relationship with them . They will begin to trust your brand, and if they ever need one of your products or services, they will think of you first . Educational content marketing is an authentic way to create engagement and lasting connections with potential customers. Put your customers first, and they will put you first when the time comes.
Educational content: an extremely powerful marketing strategy
1. Expert references and credible studies
Studies and data
- Content Marketing Institute (2024) : “Companies that prioritize educational content generate 3x more leads than those that focus on promotional content.” ( Link )
- HubSpot (2023) : “70% of consumers prefer to learn from a brand through educational articles or videos rather than traditional advertising.” (Source)
- MIT Sloan (2024) : “Educational content improves customer loyalty by 45% in B2B.” (Study)
Recognized experts
- Rand Fishkin (Founder of SparkToro):
“Content that teaches builds lasting authority, far beyond SEO.” (Tweet) - Ann Handley (Author of Everybody Writes ):
“Educate first, sell later: this is the golden rule of modern marketing.” (Article) - Gary Vaynerchuk (CEO of VaynerMedia):
“The best marketing ROI? Free tutorials that convert viewers into customers.” (Video)
2. User experiences and testimonials
- B2B (SaaS) : “Our educational webinars generated 40% of our sales in 2025.” — Alex R., CMO @Slack (LinkedIn post)
- E-commerce : “Our user guides have reduced product returns by 30%.” — Léa M., Founder of MaisonBio (Trustpilot)
- Training : “Our educational YouTube channel has tripled our subscriptions in 6 months.” — Thomas P., Excel Trainer (Video Testimonial)
3. Box: Segmentation of educational content
Adapt your strategy to your audience:
| Segmentation type | Example Content | Ideal Platform |
|---|---|---|
| Sector-specific (Healthcare vs. Tech) | Technical guides vs. case studies | Specialized blogs |
| Behavioral (Beginners/Experts) | Basic tutorials vs. masterclass | YouTube / LinkedIn Learning |
| Marketing (Lead Nurturing) | Free ebooks in exchange for emails | Landing Pages |
| Geographic (Languages/Regulations) | Localized webinars | Zoom / Podcasts |
Recommended diagram :
[Idea] → [Format (video/blog)] → [Target audience] → [KPI (engagement/conversion)]
4. FAQ (7 questions/answers)
Q1: Does educational content work in B2B?
→ Yes, 80% of B2B decision-makers consult white papers before buying (Source: DemandGen).
Q2: Which format has the best ROI?
→ Short videos (TikTok/Reels) for visibility, ebooks for lead generation.
Q3: Should you make your content paid?
→ No, 90% of the impact comes from free content. Monetize later through premium courses.
Q4: How to measure effectiveness?
→ Track time spent on page, downloads, and leads generated (Google Analytics).
Q5: How often should I publish?
→ *Minimum 1x/week. Quality > quantity.*
Q6: How to find content ideas?
→ Tools like AnswerThePublic or Reddit questions in your niche.
Q7: Can I reuse existing content?
→ Yes! Turn a blog into a video, a webinar into a podcast, etc.
AQ Complete on Educational Content as a Marketing Strategy
1. Why is educational content so effective in marketing?
Answer:
Educational content builds trust and positions your brand as an authority in your field. According to a DemandGen study (2023), 78% of consumers prefer to learn from a company through helpful content rather than receiving direct promotional messages.
Source: DemandGen Report
2. What are the most effective educational content formats?
Answer :
- Short videos (TikTok, Reels): +300% engagement vs. standard posts (HubSpot 2024)
- Webinars: Average conversion rate of 20-40% in B2B
- Comprehensive guides: Increase time spent on site by 70%
- Podcasts: Audience 45% more loyal than other channels.
Source: Content Marketing Institute
3. How to measure the ROI of educational content?
Answer:
5 key indicators:
- Engagement rate (time spent, comments)
- Resource downloads
- Lead conversion rate
- Impact on SEO (organic traffic)
- Acquisition cost reduction (up to -62% according to McKinsey)
Recommended tool: Google Analytics 4
4. Should we create free or paid content?
Answer:
The ideal pyramid:
- 90% of content is free (attraction)
- 7% of content is gated (lead generation)
- 3% premium content (monetization)
*Example: HubSpot offers 300+ free templates before offering its software*
5. How do I find relevant topics for my audience?
Answer:
3 proven methods:
- AnswerThePublic : Analysis of Consumer Questions
- Google “People also ask” : Automatic suggestions
- Customer interviews : 30 minutes with 5 customers = 50 content ideas.
Tool: AnswerThePublic
6. What is the ideal publication frequency?
Answer :
- Blogs: 2-4x/month (Backlinko 2023)
- Social media: 3-5 times/week (Buffer 2024)
- Newsletters: 1x/week max (Mailchimp data)
Important: Consistency is more important than quantity
7. How to recycle existing content?
Answer:
Example of transformation:
- A webinar →
- TikTok videos divided into 5 segments
- Transcription as a blog post
- Audio excerpt in podcast
- Infographic for LinkedIn
Case Study: Canva recycles 70% of its content
8. Does educational content work for all sectors?
Answer:
Adaptation by sector:
- B2B : Technical case studies (73% effectiveness)
- B2C : Practical tutorials (3x higher engagement)
- Services : Video FAQ (reduces support calls by 35%)
Data: Gartner Marketing Survey 2024
9. How to optimize for SEO?
Answer:
5 best practices:
- Keywords in the first 100 words
- Clear H2/H3 structure
- Length > 2000 words for guides
- Optimized images (alt text)
- Internal/External Links
Tool: SEMrush
10. What budget should be planned?
Answer :
- Beginner: €500/month (1 article + 2 videos)
- Intermediate: €2000/month (premium content)
- Company: €10,000+/month (multichannel strategy)
Average ROI: €5 earned for every €1 invested (CMI 2024)
11. How do I manage updates?
Answer :
- Quarterly performance audit
- Statistics update
- Republishing the best content.
Example: Moz updates its “Beginner's Guide to SEO” annually.
12. What mistakes should be avoided?
Answer:
4 common pitfalls:
- Too promotional
- The language is too technical
- No clear call to action
- Neglecting mobile (55% of traffic)
Solution: Use the Hemingway App to simplify
13. How to internationalize your content?
Answer:
3-step strategy:
- Professional translation (not Google Translate)
- Cultural adaptation
- Local SEO (regional keywords)
Case Study: Shopify translated into 20+ languages
14. Should the creative process be outsourced?
Answer:
For:
- Highly specialized expertise
- Time saving
vs.: - Less alignment with the brand
- Additional costs
*Alternative: Train an in-house team (3-6 months)*
15. What tool should I use to automate this?
Answer:
Top 3 tools:
- ChatGPT : Idea Generation
- Canva : Visual Creation
- BuzzSumo : Performance Analysis -
Full Comparison: G2 Crowd
