Do you like to be sold to? I don’t. “Push marketing” can only generate awareness. While awareness is important, it’s only Step 1. Trust comes when you try to teach your customers instead – bring some value to them instead of just pushing product on them.
Content Strategy *Is* TeachingYou may not think of yourself as an educator, but that's what you're doing. You're writing non-fiction, and non-fiction is education. Teaching is hard, and learning is harder. I know this first-hand because I do a lot of teaching (at Emerson College) and training (with clients), not to mention a long career in designing educational materials. So let's look at how to produce teaching content as you design and execute your content strategy: There are 4 key factors in producing good educational content: Structure, Sequence, Pacing, and Resources. There are 4 key factors that will help you activate this dynamic: Experience, Generosity, Collaboration, and Strategy. So let's dig in and start to educate your customers!
When you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about – and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher?