Robin Porter
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We’re Not Here to Sell You Anything: Educational vs. Promotional Content

Have you shopped for a car recently? If so, you may have noticed a subtler approach to the sales process. Apparently, the reputation of the pushy, overbearing salesperson has prompted some dealerships to change their MO. With people ranking “buying a car” among their least favorite activities (right up there with going to the dentist!), it’s no wonder dealerships are trying to improve the experience.

The new focus is on educating the consumer, which is not surprising since “educate” is the new marketing buzzword, especially when used in conjunction with content. Everyone is jumping on the content marketing bandwagon, but many are still playing the wrong tune. They have simply swapped traditional advertising and promotion with content that promotes, which, of course, is not the intent. Content should offer value, engage customers, encourage interaction, and educate them along the buying journey. Easier said than done.

In fact, many of our clients have expressed difficulty in determining the difference between promotional and educational content. While content is meant to drive leads, it should not be overtly self-promoting. More specifically, educational content:

  • Addresses your customers’ pain points. For instance, if your customers are having trouble effectively implementing marketing automation (MA), your content should help them maximize their MA investment.
  • Offers actionable insights that demonstrate your company’s expertise. In other words, can you show customers how to write compelling content, design an eye-catching trade booth, or write a top-notch proposal? Ask yourself, what unique skills does your company have and how can they help your customers, specifically?

On the flip side, promotional content sounds more like “Hey, we’re great. Just ask us!” Okay, it might be a bit more understated—so how do you know whether your content is too sales-oriented? If your call to action (CTA) is the content, instead of being incorporated into the information you’re offering, it’s promotional. For example, how many times have you started reading a post only to find that it’s nothing more than an offer to sign up for a webinar? Also, promotional content typically regurgitates common knowledge, followed by a list of company sales points. It focuses on advantages rather than inspiration, ideas, and insights.

In short, educational content originates with the customer and their needs, while promotional content begins with your own company and its attributes. Where are you starting when developing content?