3 Tips for Creating Efficient Ed Tech Marketing Content

By: Allison Rodriguez

Content marketing is an outstanding tool when put to use correctly, studies show that readers are more engaged with content when the author provides a story around their solutions rather than simply listing product features or a bulleted list. Not only can a piece of content compel action, but also draw the reader in, allowing them to see the story through their eyes.

By crafting stories, we provide readers the ability to adapt what they are reading to fit their own situation and adjust any teaching and learning methods they are reading about to what best fits their own situation…..but any effective piece of content comes with hard work, time and effort.

Below are 3 ways you can make your ed tech content marketing machine run a bit more efficiently!

1. Conduct a content audit!
   This may seem tedious, but spending a few hours sifting through any and all content that your company has already created will pay off huge dividends in the long run. Not only will this allow you to identify content that can be recycled and reused, this will also allow you to determine where there are holes in your existing content strategy. We all need content to address those that are learning about you, your expertise or solutions for the first time, as well as content for long-time customers you are looking to up-sell.

2. Identify Quick wins!
   Each one of us has content sitting around collecting dust….this may be due to a piece of content “running its course” or the initiative it was created for has since ended. Whatever the reason, with a few revisions, a little additional research and potentially reformatting how the information is displayed, you have a brand-new piece of content to be gated on your site and shared on social media.
   
   For example, you may have recently run a campaign to help your customers identify grants, scholarships or other buckets of money they can use to purchase your solutions. Try dropping that into a “funding checklist” that helps readers ensure they are aware of and using any grant funds available to them. Be sure you gate that content behind a form so you are immediately able to start collecting new leads!

3. Create Follow up content!
   Often times we forget that the best place for a follow up CTA is on a thank you page for another piece of content. Determine what piece or pieces of content perform the best on your site and make sure you’re utilizing the space on your thank you pages to the best of their ability!
   
   

   Determine where that existing piece of content lands in your buyer’s journey to purchase, if this falls in the earlier stages, it is prime for a follow up piece of content to move that lead through the funnel right then. Before creating this follow up piece, be sure to ask yourself, what does my ideal buyer need to see during this stage of their journey to purchase? Are they ready for more product-focused information, or would an eBook summarizing an informational webinar recently hosted be a more effective approach in this situation?

Content marketing can be extremely time consuming, even expensive, always look for ways to leverage each piece of content you create in as many ways as possible.

Thank you for sharing!