What goes into educational marketing?

Here’s a peek behind the new curtain.

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1

Content strategy

First, clarify your marketing goals and build out a powerful educational marketing strategy using these industry-standard methods:

Content SEO audit

A complete audit of your existing content, unearthing opportunities to improve your content’s relevance to search terms, and keywords/search rankings.

Core topic cluster strategy

Brainstorming all possible topics you could publish on, organized into meaningful categories that will turn into pillar content pages over time.

Organic competition analysis

A 30,000-foot view of your top 30 organic search competitors—the websites ranking where you want to be—and a report on how they’re ranking so well.

Keyword research

Professional-grade keyword data indicating the top-priority opportunities to rank quickly and impactfully.

Distribution analysis

Finding the most impactful publications to reach out to for guest posting, cross-publishing, and link building opportunities.

Content conversion audit

A deep dive on your lowest-converting pages, and heatmap report to identify opportunities to increase readership and time on page.

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2

Content creation

Write, design, and SEOptimize educational resources in-house or with a partner like us. Combine many different kinds of content, including:

Downloadable pillar resources

The popular “Ultimate Guides,” built from the ground up using a “why, how, what” format. These should completely cover the core topic in its broadest and most general form. Turn these into beautiful, downloadable eBooks & whitepapers to generate leads.

Supporting articles

This classic blog-style content specifically targets one longer-tail keyword per article, and improve over time to rank for more and higher-volume keywords. They always link back to your pillar resources.

Repurposing

These resources are taken from pillars and supporting articles, turned into highly visual formats that fit the channel on which they’ll be shared. They’re perfect for organic social media, email newsletters, and paid ads.

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3

Content distribution

For quickest results, build a distribution strategy that encompasses every channel on which your target audience hangs out. Activities can include:

Cross-publishing

Syndicating your blog content to Medium publications, LinkedIn, and more. We highly recommend a LinkedIn strategy.

Guest posting

Strategic outreach efforts to contribute guest articles to popular SMB publications and/or receive a backlink to content on your site.

Co-authorship

Partnering with non-competitive brands seeking to publish & share value content for SMB audiences. Great for case studies.

Organic mentions

Earned media: media & consumers talking about you on their own. The hardest to achieve unless your product is downright awesome. Difficult to engineer.

Paid mentions

Buying placements in articles and on social media (not ads). Direct sponsorship and influencer marketing are the most popular examples.

Paid advertising

Running ads on Google, Facebook, Instagram, Pinterest, you name it. Effective for quickly testing content relevance & effectiveness in search.

Ready to join the future of content marketing?

Book an intro call to see how we help dozens of brands achieve ROI-positive educational content marketing outcomes.