How to Use Content Marketing to Educate Your Market

Saturday, December 09, 2023

Do you feel like your product or service is a total game changer but the market just doesn't seem to get it yet? I totally get it and have felt the same way.

A few years ago, I founded a company called Order Solutions. We believed our service was revolutionary, but at first, clients just didn't get it. The executives in my market were focused on other priorities. So, out of frustration, I decided to change our approach. We went all in on creating content to educate our target market. We started churning out blog posts, articles, securing PR, conducting webinars, and producing explainer videos – everything to pre-frame and educate the market, making them problem-aware. At the end of our content, we would build a bridge prompting them to book a demo or a call with us. This didn't turn things around overnight, but it built valuable marketing assets that eventually attracted large customers with a very low CPA.

So, how can you educate your market about the problem that your product or service can solve?

Identify the Problem: Dive deep into the issues your potential customers face but might not be aware of.

Content Creation: Craft valuable, insightful content that educates and raises awareness about the identified problem.

Create an Inbound Marketing Go-To-Market Strategy: Leverage multiple channels like blogs, videos, PR, webinars, and more. Make sure that this content not only educates but also resonates with your target audience.

Include a Clear Call to Action: Always end your content with a compelling call to action that leads them closer to your solution, like booking a demo or setting up a call.

If you want a deeper dive into how to build out a content-marketing go-to-market strategy, I've got a free cheat sheet that details the strategies we used and how you can apply them to your business. Click the link below or in my bio to get it.

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