Aligning Your Content Strategy to the Education Buying Process, Part 2

In part one of this series, I shared the major milestones during a district's yearly planning process. In part two, I will share examples of content types to create across the buyer’s journey.

As a reminder, there are three stages across the buyer’s journey:

• Awareness Stage: The buyer becomes aware that they have a problem. “The stage where people look for answers, resources, education, research data, opinions, and insight.”

• Consideration Stage: The buyer defines their problem and considers options to solve it. "The stage where people are doing heavy research on whether or not your product or service is a good fit for them." 

• Decision Stage: The buyer evaluates and decides on the right provider to administer the solution. "The stage where people figure out exactly what it would take to become a customer."

Source: HubSpot

Awareness Stage

When customers are in the awareness stage, they are either unaware they have a problem or are working towards defining their problem and explaining their problem to those who have influence over selecting a solution. Because of this, as an EdTech partner, you want to create content that speaks exclusively to customer pain points and your understanding of them.

Examples of content to share during the awareness stage:

• Blogs/articles

• Whitepapers

• eBooks

• Infographics

• Quizzes or calculators

• Explainer videos

• Thought-leadership webinars

Consideration Stage

When customers are in the consideration stage, they have defined their problem and are researching options to help solve it. Because of this, as an EdTech partner, you want to create content that ties your solution directly to the customer’s problem.

Examples of content to share during the consideration stage:

• Case studies

• Video demos

• Sample lessons or program previews

• Product-specific webinars

Decision Stage

When customers are in the decision stage, they narrow down their potential solutions. Because of this, as an EdTech partner, you want to create content that distinguishes why your solution is the best to help solve their problems.

Examples of content to share during the decision stage:

• Pilot offers or free trial

• Customer reference materials

• Live demos

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When creating your EdTech content marketing strategy, it is critical to map your content to the buyer’s journey and the education buying process. If you need help mapping your overarching marketing strategy to a robust content and campaign strategy, I can help. Please reach out to learn more about my experience working with EdTech companies to outline marketing program recommendations.

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