The attention economy – online and elsewhere – is fierce and only getting fiercer. Your ideal customers are bombarded on a daily basis with more information than they can possibly process, and it’s no longer enough to pump out content packed with keywords to make conversion rates tick up and profits roll in.
The problem is that your customers can smell a sales pitch a mile away. They’re clever. And they’re fickle. It’s truly difficult to gain their trust and their loyalty.
So what’s a marketing pro to do?
Edumarketing teaches potential customers how to solve a real problem themselves — without a sales pitch. It’s an integrated education-marketing strategy that combines learning goals and marketing goals to drive sales and trust.
In the best case scenario, the audience is able to solve their problem immediately after engaging with the content. They don’t need to buy anything, and they don’t need to talk to a salesperson. They walk away with the solution they need.
In edumarketing, the content is the product. It’s about providing experiences that generate insight. That, in turn, drives behaviour change and powerful brand loyalty.
So how does it work? You need to start thinking like a learning designer. There are three key concepts you need to master:
Using these three concepts, companies like Royal Canin have seen an incredible improvement in engagement with their content.
All three concepts are explained in Dialectic’s ebook, Edumarketing: How to Create Marketing Content That Changes Behaviour. You’ll also learn how social psychology – specifically the reciprocity principle, the concept of rosy retrospection and the IKEA effect – contribute to edumarketing success.
Start building brand equity by creating meaningful learning experiences that solve real problems. Get the ebook: