You’re probably thinking I mean content marketing and yes, I do.
But I like the term edu-marketing better.
It underscores that marketing is more than just a sales pitch, it can, and should, educate too.
The thing about edu-marketing is that your ‘students’ aren’t there because they’re chasing passing grades.
No, their goal is information. Useful, valuable, educational information that will help them figure out how to solve their problem.
And what makes this useful, valuable, educational information even better is that it doesn't cost them anything.
Edu-marketing doesn’t explicitly promote your product or service.
The soft-sell approach is what makes case studies and white papers so effective.
Sounds a bit crazy, especially since traditional animal health marketing has always been about making the sale and product focused.
But edu-marketing isn’t about convincing customers to buy, it’s about helping them to understand.
It’s a knowledge-share by way of facts, details, statistics, and proof. The substance that helps people justify to themselves and others why a certain decision should (or shouldn’t) be made.
Case studies, white papers, blog articles, and special reports are just a few ways to accomplish this.
Well-written content that’s clear and germane to your targeted audience can pay future dividends. It positions you as a credible source, an important component in a business relationship, especially when you’re trying to build one.
If you have a project in mind that you'd like to get rolling with, you can contact me here.
Suzanne Quigley - Copywriter