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70% of customers discover a brand through their content rather than through advertisements. What else, 60% of clients are more optimistic about a brand after consuming content from that brand. These statistics show that educational content is a big part of the 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 solutions to their customers and building lasting relationships with their customers. Here are the brands that use educational content to engage customers.

General Electric is a leader not only in technological innovations but also in content marketing. Their content on their website and on different social platforms aims to get the average person involved in science in a fun, entertaining and educational way.

@General Electric creates engaging content tailored to each platform they are on with the goal of educating their customers and encouraging them to engage with their brand through video content, Pinterest boards, Instagram and Snapchat stories, and Facebook posts.

GE is a leader in #renewable energy, so it’s no surprise that they are creating a ton of interesting content on how they are developing technologies to tackle the problem of climate change.

By making technology and innovations accessible to the average person, customers can better identify with a brand whose technological experience can alienate most people.

Mint.com is an online banking service dedicated to helping college graduates understand their finances. Their content marketing efforts have been a significant part of their gradual growth since their official launch in 2009.

They have informative blog posts and videos on issues related to finance, including assessing your current financial situation and managing money. They have a free online budgeting tool that helps users set their 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 has helped move them from a start-up without the brand recognition that financial institutions enjoy to becoming one of the leading personal finance websites on the web.

Although Mint.com is a free resource for money management, they are owned by Intuit, which allows users to consume their great content and use Mint tools to become paid Intuit customers.

OKEx is a cryptocurrency exchange it makes it easier to sell, trade and buy cryptocurrencies. In their content marketing efforts, OKEx helps cryptocurrency buyers, sellers, and traders learn about different cryptocurrencies, trading methods, and ways to stay secure while trading online.

In their academy, you’ll find beginner’s tutorials and how-tos, trading ideas, and industry analysis to guide users through every step of their cryptocurrency trading journey.

These industry guides and analyzes by cryptocurrency experts keep traders informed of changing trends and improve their understanding of the crypto markets to better trade on the platform. OKEx also offers demo trading for traders who want to try out what cryptocurrency trading looks like.

These resources are essential in helping clients find free information they can use regardless of their crypto trading experience.

Colgate 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 for these products in information-rich educational resources tailored to different user groups including children, pregnant women and communities.

Apple is known for its great inventions in the tech industry and user-centric content that educates customers on the use of different product features. They have a user-driven content marketing strategy that doesn’t focus on the features and technical specifications of their devices, but on the benefits of using their products.

In addition to advertising and educational content, Apple allows its customers to schedule appointments with staff to learn more about their devices and how to use them. Apple also offers educational training in its various stores with courses on various topics of learn to code or edit videos on Mac. They go further by allowing customers to have a hands-on trial of their products, which puts them at the forefront of consumer concerns.

Apple’s educational content has gathered a loyal customer base, allowing the company to claim a significant percentage of market share.

Brands that use educational content have a better chance of building customer trust, engagement and retention. The best educational content takes customers on a systematic journey that addresses their problems and educates them on how different products can solve their problems.

Educational content goes beyond telling your customers what your brand is doing to providing information on why and how your products are important to them. Find the why in your marketing story and use it as the basis for developing content that educates your customers.

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