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Why do EdTechs need a unique content marketing strategy?

August 23, 2023 Our Work

Few industries have seen booms like the one in EdTech in recent years. And where products and features tend to all look like one another, to stand out, those businesses obviously need to offer something different, something unique. This is where a tailored content marketing strategy comes into play.

To be clear, content marketing is more than just creating and sharing content. It’s about telling a story – your story – in a way that engages, educates, and inspires your audience. It’s also about establishing your business as a thought leader in the industry, a go-to resource for valuable information. But most importantly, it’s about building a tribe – a community of loyal followers who believe in your brand and what it stands for.

A tailored content marketing strategy is without a doubt the best way to build and establish this credibility and loyal community. More importantly, though, it allows businesses to differentiate themselves, and differentiation is especially important in the EdTech space.

So, in this article, we’re going to be looking at the importance of building a tribe and the key steps to creating a tailored content strategy for EdTechs. Together, you’ll get a better understanding as to why EdTechs need a content marketing strategy at all.

Building a tribe: The key to differentiation

To quote Seth Godin, “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” In the context of EdTech, your tribe is your community of users – educators, students, and parents – who are connected by the common goal of improving education through technology.

But building a tribe goes beyond traditional marketing methods. It’s about creating a sense of belonging. It’s about engaging the audience in meaningful conversations, listening to their feedback, and making them feel valued. In other words, it’s about showing them you’re not just another EdTech: you’re a partner in their journey.

This is how building a tribe addresses the question of “How can I promote my EdTech company?” On the one hand, there are the somewhat required channels of events, sales calls, partnerships, and so on. But tribe building itself eventually leads to that holy grail of word-of-mouth marketing, and we’ve all heard about the 90% of people being more likely to trust a recommended brand (even from a stranger) and that, of the top five ways to recommend a business, word-of-mouth comes first, followed by Facebook, Google, and Twitter (now X).

Building a tribe is therefore not a one-time effort. It’s a continuous process that starts with understanding your audience and then goes on to engagement. And engagement doesn’t just mean creating and sharing content. It means asking for and responding to your audience’s feedback, as well as asking them more about their challenges and goals. This not only shows you care and want to know more – it also allows you to create content that speaks directly to them.

Engagement also leads to authenticity, which is one thing that can’t be manufactured. Because engagement includes sharing your story, your struggles, your successes. Show your audience that you’re not just a faceless corporation – you’re a team of passionate individuals who believe in the power of education and technology.

How to create a differentiated EdTech content marketing strategy

Creating a content strategy to differentiate your EdTech requires a deep understanding of your audience, a clear vision of your brand, and a commitment to providing value. Here are some steps to guide you:

  1. Understand your audience: Know who they are, what they need, and how your products can meet those needs. Use this information to create content that speaks directly to them.
  2. Define your brand: What makes you different? What’s your mission? What values do you stand for? Your brand is your identity – it’s what sets you apart from the competition.
  3. Provide value: Your content should not only inform but also provide value. Whether it’s a blog post, a webinar, or a social media update, make sure it offers something of value to your audience.
  4. Engage your tribe: Encourage conversations. Ask for feedback. Respond to comments. The more you engage with your tribe, the stronger your community becomes.

This is, in essence, how to create a successful EdTech marketing strategy. Each step is crucial to the one after, though the authenticity and engagement we mentioned earlier will be the red thread running through, and connecting, each step – for example, how open and honest you’re willing to be about your story will help define your brand and your audience’s impression of it.

It will also inform the type of value you want to provide. We believe, for example, in “mutually-assured survival” – sharing the lessons we have learned from our experiences to help our audience avoid some of the same pitfalls. We do this on social media, in these blog articles, and even in our sales calls, and we believe that this not only attracts new clients, but helps retain existing ones.

And the end effect is engagement. Encourage conversations. Ask for feedback. Respond to comments. The more you engage, the stronger your community becomes, and the more it starts to feel like a tribe. And needless to say, a strong community is the foundation of a successful EdTech business.

Case study: Khan Academy’s differentiation through content marketing

Let’s take a look at Khan Academy, whose mission is to provide a free, world-class education to anyone, anywhere. Their content is designed to be comprehensive, which indeed it is, spanning math, reading and language arts, life skills, science, and more. Very importantly, it aims to allow students to practice at their own pace, and they do this by making their courses virtual and free.

This makes the value of their content immense. And very much to the point of providing value, it recognizes its audience’s pain point that many students globally lack access to quality education.

To make this content accessible to its global  audience, Khan Academy primarily uses its website for distribution, but also provides access through its mobile app, which overcomes IT issues worldwide and makes learning “accessible on the go.”

Khan Academy also uses word-of-mouth marketing right at the very source, encouraging teachers to use their platform in classrooms and for parents and students to use it at home, so that students can customize their instruction and learning.

Finally, take a look at Khan Academy’s call for community engagement, such as sharing stories and experiences. This reflects their commitment to fostering a sense of community and understanding the real-world challenges their audience faces.

The power of a tailored content marketing strategy for EdTechs

Navigating the dynamic realm of EdTech requires more than just innovative products: it demands a targeted and tailored strategy, backed by a compelling narrative. At the very heart of this lies a unique content marketing strategy, through which EdTech companies can weave their story, emphasizing their distinctiveness in a saturated market.

Throughout this article, we’ve underscored the significance of building a tribe – a community that resonates with your brand’s ethos and vision. Khan Academy stands as a testament to the transformative power of such an approach. As you chart your own EdTech’s journey, remember: your story is your strength. Harness it, share it, use it to engage your audience, and watch your tribe grow. Let your narrative be the beacon that guides educators, students, and parents to your brand.

In the spirit of community and shared experiences, we’d love you to be a part of this narrative too. Share your own stories, insights, and experiences with EdTech. How has it impacted your life or the lives of those around you? By sharing, you not only contribute to the broader conversation but also help in shaping the future of education technology. Drop us a message either here or on LinkedIn or X – engage with us, and let’s collectively pave the way for a brighter, more informed future in the world of EdTech.

And remember, the journey doesn’t end here. For more insights into the world of EdTech and content marketing, check out our blog or get in touch with us. We’re always here to help.

Tammer Mahdy

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