70% of customers learn about a brand through their content instead of ads. What’s more, 60% of customers are more positive about a brand after they consume content from that brand. These statistics show that educational content is a big part of user experience that introduces customers to a brand, products, and services.
Content marketing strategies that inform and educate their customers create a win-win situation by providing information that their customers crave while building long-lasting relationships. Here are brands using educational content to engage customers.
General Electric
General Electric is a leader not only in technological innovations but also in content marketing. The content on their website and across different social platforms aims to engage the average person in science in a fun, entertaining, and educational way.
@GeneralElectric creates engaging content tailored for each platform they’re on with the vision of educating their customers and encouraging them to participate in their brand through video content, Pinterest boards, Instagram and Snapchat stories, and Facebook posts.
GE is a leader in #renewableenergy so it’s no surprise that they create a ton of great content about how they are developing technology to tackle the climate change issue.
Here’s an example of GE posting an infographic to their Twitter account showing how their technology initiatives will positively impact climate change over the next few years. Their followers can actively engage with this educational content and use it to help make purchasing decisions that will help in this effort.
Infographics are a great way to convey complex topics or lots of data points in an engaging way. If you don’t have an in-house designer, consider finding a UX designer to help to convey complex ideas or data sets into highly engaging infographics that can educate while moving potential customers closer to a purchasing decision.
By making technology and innovations relatable to the average person, customers can better align with the brand around their commitment to the environment. Today, that is incredibly important and most consumers between 30-45 want to purchase from brands that they share socially conscious values with.
Mint.com
Mint.com is an online banking service dedicated to helping college graduates make sense of their finances. Their content marketing efforts were a major part of their progressive growth since their official launch in 2009.
They have informational blog posts and videos on finance-related matters, including assessing your current financial position and managing money. They have a free online budgeting tool that helps users set budgets and track their finances.
Their focus on free educational content puts them at the forefront of their customers’ minds and encourages a free positive experience with their brand.
Their content marketing strategy was instrumental in taking them from a start-up without the brand recognition financial institutions enjoy to becoming one of the leading personal finance websites on the web.
While Mint.com is a free resource for money management, they are owned by Intuit which makes a natural progression from users consumer their great content and using the Mint tools to becoming paying Intuit customers.
Mint.com has a very sophisticated content funnel that starts with top of funnel educational content such as this article about financial goals in 2021. This content is used to help people who are just thinking about their finances more seriously and to introduce the Mint budgeting and credit score app.
Once the user has downloaded the app, Mint continues to provide content that moves them down the funnel towards products that match their financial profile. For example, once a user meets certain credit score benchmarks then Mint may present credit card options that would be a good match. This is one areas where Mint drives revenue from content while providing value to the user.
OKX
OKX is a cryptocurrency exchange that makes selling, trading, and buying of cryptocurrencies easier. In their content marketing efforts, OKX helps cryptocurrency buyers, sellers, and traders learn about different cryptocurrencies, trading methods, and ways to remain safe when trading online.
In their academy, you’ll find beginner tutorials and how to’s, trading ideas, and industry analysis to guide users through every stage of their cryptocurrency trading journey.
These guides and industry analysis by cryptocurrency experts keep traders informed of changing trends and enhance their understanding of crypto markets to trade better in the platform. OKX also offers demo trading for traders who wish to test what cryptocurrency trading is like.
Such resources are critical to helping customers find free information they can use regardless of their crypto-trading experience.
Colgate
Colgate’s Oral Care Center is a good example of a brand using educational content for marketing, customer education, and retention. Colgate offers free information on oral health conditions, preventive oral hygiene practices, and cosmetic dentistry.
They offer a lot of information for different audiences, including teachers and parents, to promote oral hygiene.
Not only does Colgate provide dental hygiene products, but they also share the reasons behind these products in information-packed educational resources tailored to different groups of users, including children, pregnant women, and communities.
Apple
Apple is known for its great inventions in the tech industry and its user-centric content that educates customers on using different product features. They have a user-driven content marketing strategy that focuses not on their devices’ features and tech specs but on the benefits of using their products.
In addition to educational ads and content, Apple allows its customers to schedule an appointment with staff to learn more about their devices and how to use them. Apple also offers educational training at its various stores with lessons on various topics from learning to code or edit videos on Mac. They go further in allowing customers to take a hand-on test-drive of their products, which places them at the top of consumers’ minds.
Apple’s educational content has gathered a loyal customer-base allowing the company to claim a large percentage of the market share.
Using Educational Content to Grow Your Brand
Brands that use educational content have better chances of building customer trust, engagement, and retention. Working educational content into your integrated business planning (IBP) is critical to a brand’s long term success. The best educational content takes customers through a systematic journey that addresses their pains and informs them how different products can solve their problems.
Educational content goes beyond telling your customers what your brand does to provide information on why and how your products matter to them. Find the why in your marketing story and use this as the basis of developing content that educates your customers.
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