Ignorance is bliss for those who are ignorant. For everyone else it’s an absolute ball-ache.

Shakespearean quotes aside, think of that time you were in the pub and that person would not admit that there’s no such thing as the Specific Ocean. Or would think that there, their and they’re are entirely interchangeable.

Dealing with someone who has taken the time to educate themselves is an armchair ride compared to dealing with a happy idiot. Unfortunately not all of us, such as you, the educated reader, and me, your esteemed author, are as sharp-as-a-tack.


Clever organisations in the content marketing game know that educational content is a critical facet to their marketing strategy. Not only does it broaden the audience’s knowledge, making them both easier to deal with and more open to conversation, it can also give super valuable behavioural insights. Things like webinars, online lessons and how-to sections give far greater interplay between organisation and consumer than a video or blog post ever could.

Here are just three benefits your organisation could realise with the addition of educational content in your marketing:

Education = More Purchases

Customer engagement when it comes to your products and services can be a tricky beast. But an educated customer is a purchasing customer, so it’s important to start the educational connection as early as possible.

The jump from trialling & shopping to adoption of the product or service is a tricky one to make for many customers. How often does a free trial period get utilised for a return because the customer failed to make the adoption leap?


Introducing education in your content marketing can make that transition easier, as the customer has more of an idea of exactly what they’re in for with your product or service. Greater uptake and a lower return rate will follow a well-structured educational content campaign.

Educational Content Drives Engagement

All content is not created equal. When it comes to an interaction that is both meaningful and deep, nothing quite compares to educational content. Not only does educational content give you a chance to let your audience know what your organisation is all about, it also provides a terrific chance to learn about your audience.

Online learning in the form of quizzes, web lessons or online discussions give you a path to open conversation between yourself and your audience.

Being sure to have material that caters to each part of the buying process is critical. You need to think about those who are in shopping mode and haven’t yet made the decision to buy, those who are new customers and need support in the unboxing or adoption of your product or service, and those who have been core, loyal customers from day one.

Your Position as a ‘Thought Leader’

Being an expert in the field is a position that brings with it a wealth of positives. When you are consistently delivering educational content that is of high quality and high originality, people will soon see you as a beacon of light in the field – somewhere to go for the knowledge they seek.


Thought leaders advance their audience’s knowledge and strengthen the profile of their brand simultaneously. They are happy to play the long game, safe in the knowledge that the effort expenditure early will pay off many times over down the track.

Educational content is a difficult thing to get right, and is by no means a quick way to greater sales. But by putting a concerted effort into educating your prospects, you are both increasing the value and respect of your brand, and giving consumers the tools they need to get the purchase right the first time, and to become loyal customers.

So what’s stopping you? Don’t be the ignoramus at the pub when it comes to educational content. I couldn’t be any more Pacific.