How to Match the Right Content to the Buyer's Journey

One of the good things about the long sales cycle for education products is that you have so many opportunities to use content for lead generation.

 Content marketing aligns useful information with each phase of the buyer’s journey. There are lots of models to choose from, but I prefer the simple three-step approach below:

• Awareness

• Evaluation

• Purchase

AWARENESS

This initial stage is your opportunity to capture attention from your target customer. Focus on helping them solve their challenges. Building your authority on the issues and providing service through information sharing is the goal, not sales. Smart marketers want to create relationships not just transactions.

 For example, STEM teachers have switched from physical to virtual labs during COVID. So your prospects are probably interested in the research behind virtual labs and best practices for labs as well as simulations. A content asset focused on these would be of interest.

 All kinds of assets, such as white papers, reports, videos, case studies, blogs, etc. can distribute your content via email and media channels. Since you have less than a nanosecond to capture a reader’s attention, make sure the content is appropriate and visually interesting.  

EVALUATION

Most consumers want to investigate new products without talking to a sales person or even anyone at the company. This is exactly why you want to make your content easy to find, including product and customer videos on your website. Educators want to know how your products have helped students and teachers in other districts. They’re highly skeptical of marketers and product claims. So provide the assurance they’re looking for.

Ideally, you begin demonstrating your value as a partner from your first interaction. Professional learning and training are also critical components of product evaluations and sales. Implementation can make or break the success of a new initiative. It makes sense to begin working toward a renewal while you’re still working toward a sale. 

PURCHASE

Every district is different, but a recent survey found that almost 50% of superintendents said they don’t respond to product marketing. They defer and prefer that edtech marketers talk to the chief technology officer or the chief of curriculum and instruction. So, as you move prospects through the sales funnel, it’s important to be talking to the right person and providing them the information and support they need to make a decision.

 Part of the purchasing process for districts is to sell the idea up their food chain. They may need anything from a sales deck to help with an RFP. Part of the strategy to closing business is asking them exactly what they need and providing that.

 A tried and true approach to developing content is to invest in a major piece of content and then spin other assets from it. Start with a report or a white paper. Use highlights in social media channels. Or spin out blogs or a bylined article as part of a media campaign. Think of them as satellite assets spinning around the planet of your primary asset—all pointed back to you.

Be sure to check out this free roadmap.

This article was previously published in the April Issue of STEM Pulse, a free newsletter on emerging #edtech with original research and expert product and content marketing expertise you can put to work in your company.