In today’s age, there is an abundance of information from various sources. Customers are more aware of products than ever, and marketers have recognized this trend. Therefore, many successful companies are shifting their marketing strategy from persuasive to informative.
Why is this necessary? Because customers want to make an informed choice. With the availability of numerous options to buy in the market, coupled with easy access to information, customers weigh the costs and benefits of each choice. The value of a product is determined by the benefits customers receive compared to the cost they pay. The product that gives them the most value is preferred to the others. This is why a communication style based on informing your customers will be an added value that will prove to be beneficial to your business.
What is the difference between an educational communication style and ‘traditional’ advertisement?
While advertisement says, “buy our product”, educational content says, “this is why our product will be the best choice for you”. The emphasis is on helping the customer and increasing their knowledge. The information you provide must be relevant to your industry. For instance, a local tourism agency could provide its clients with practical information about certain destinations and tips and tricks for travelers. There are many ways to create educational content, for example, infographics, how-to instructions or just simple posters with information.
Why is Educational Content a Powerful tool?
As mentioned above, customers put a lot of value on authentic information and reliable sources of information. They rely more on facts than advertisements, therefore, educational content can prove to be beneficial in appealing to your customers.
Firstly, when you create and distribute relevant and helpful educational content to the customers, you convey a message that you care about your customers rather than just wanting to sell to them. This creates a sense of reliability and trust among your customers about your product.
Secondly, customers require information about complex and confusing topics, so helping them with information about complicated topics will make them trust your brand. Additionally, it will help them simplify their decision-making process and making the right purchase. If your brand is a source of authentic information that makes things easier for customers, they are extremely likely to rely on your brand as an information source and a trustworthy business entity. Furthermore, being a source of relevant information helps to differentiate your brand from the competitors. You can use your educational content in your favor by factually proving how your brand is unique and better than other competitors in the market. One of the biggest advantages of educational content is that its use is not limited to one industry. Any firm from any industry can publish informative content.
We at FromScratch will help you create valuable educational content for you to build a trustworthy relationship with your customers and help you stand out from your competitors.