Educational Content for B2B Markets
Educational content is a content format that increases the knowledge of your audience about a specific topic. It is the exact opposite of sales pitches. The aim of educational content writing is – as the term implies – to educate your reader. This differs from other forms of content marketing. You are not persuading your customers. Educational content encourages them to learn about your product, working principles or related aspects.
This content format is essential for B2B content marketing strategists. It is the key to thought leadership and high brand trust.
Educating your audience works well at an early stage of the buying process. During the awareness-seeking phase, your target audience is open to learning. They demand to gain knowledge to make an educated buying decision.
Educational content formats are nowhere close to pitching or selling a product. Examples are video guides, how-to-guides, infographics and in-depth long-form blog posts. This aspect is essential, as it creates trust in your company and brand.
While most businesses focus on adults, educational content writing can reach children, teenagers and even college students. An early presence in prospective customers’ minds is an outstanding value to a company. These tactics need to be honest and without an ROI calculation at hand.
How to use content that educates in real life?
Let me explain. For example, you are producing batteries for electrified cars. Your target group is car manufacturers. You deal with engineers every day and try to convince them about your outstanding knowledge of batteries.
Your target group – the engineers – attended high school and university to learn about batteries usage in cars. What influences power density, or how charging influences the battery lifetime.
Here is where educational content comes in. During the engineers’ study, they for sure googled details to understand a battery lecture. And they found, read and loved your educational content on battery. It became a known secret that your long-form blog article on “how to develop batteries” is the best preparation to pass the exam.
Your brand and company became a top-of-mind knowledge provider to these student engineers. Ultimately, they will not doubt your competence once they are on the job.
Your educational content efforts laid the foundation.
This example serves as a role model for the power of educational content writing. It shows how it can be a long-term content marketing strategy in B2B markets.
Educational Video Content for B2B Marketers
Creating educational video content for B2B marketers can be a highly effective way to engage with potential clients and showcase your expertise in a particular industry. There are various online tools available that allow you to make a video online, which can be customized to suit the needs of your target audience.
Example of B2B Educational Content
Have a look on this great example from Animagraffs. This gif infographic explains how a jet engine works. It is a great example of combining text and animations for educational purposes.