Content marketing and SEO have always worked well together...but with the recent Helpful Content Update, Google made one thing crystal clear:

Providing valuable insights for your target audience is the way to get organic traffic from search engines. And that's where educational content comes into play.

In this blog post, you'll see:

  • How educational content can improve your SEO strategy
  • Successful examples of educational content marketing
  • Guidelines on educational content creation for SEO

My name is Evan. I'm the founder of Ernst Media. Before we dive in, I'd like to answer one question you're probably asking yourself.

What is Educational Content Marketing?

Educational content marketing helps your target audience to make informed decisions. The idea is to provide valuable information about topics related to your business. By doing so, you'll increase both brand awareness and customer loyalty.

Let's talk about how creating educational content helps your business to benefit from SEO.

The Impact of Educational Content on SEO

The sole purpose of SEO is to increase online visibility. But once you've optimized your product/service pages and added a few user guides, you get stuck.

You start creating more content targeting the same keywords, which eventually leads to a drop in rankings and organic traffic. This is known as keyword cannibalization.

While it isn't one of the most common SEO problems, over the years, we've signed up many clients facing this issue. So, what's the best solution?

Creating high-quality content in the form of educational blog posts.

According to Statista's latest Content Marketing Trend Study, the number of companies publishing content daily has increased significantly...What type of content do you think they publish?

statistics showing that companies focus more on educational content marketing

Now, let me tell you how your SEO strategy will benefit from it:

  • You'll expand your target keywords and uncover new topic clusters and fresh article ideas.
  • Publishing educational content related to your business allows you to reach a larger audience.
  • By answering their search queries, you capture people from every stage of the marketing funnel.
  • Supporting the customer journey gives you the opportunity to impact purchase decisions.
  • You'll understand better your potential customers and generate leads in a cost-effective way.

Combining educational content marketing and search engine optimization is a great way to reach your business goals elegantly.

Deliver insights instead of sales pitches, and you'll also boost brand advocacy.

Examples of Educational Content Marketing for SEO

The article you're reading right now is a typical example of how educational content and SEO work together. Its purpose isn't to directly promote our digital marketing services but to provide insights on a topic you're interested in.

Are we going to onboard a new client from it? Most probably not, but...

Every piece of educational material that resonates with our intended audience helps us:

  • Establishing trust among website visitors
  • Let Google know that we provide real value
  • Rank for more keywords and drive targeted traffic

Eventually, that will result in more revenue. But like anything SEO-related, it won't happen immediately. That's the main difference between organic and paid traffic.

Let me show you another example from a different industry.

examples of how educational content for seo increases website traffic

Bonoss is an automotive brand that manufactures wheel bolts and nuts. As you see from the screenshot, their traffic more than doubled in six months.

That was achieved by publishing daily blog posts SEO optimized for queries related to their products.

While most of their articles aim at brand recognition and customer trust, others, like the one I highlighted, result in direct online sales.

how educational content and seo can drive online sales

If someone wants to know, "What Size Lug Nut is a Chevy Silverado?"...they probably need lug nuts. When the article answers their question and then displays several different designs of lug nuts, most folks would buy. Why wouldn't they?

As you can see, educational content not only improves SEO strategies but can even drive sales. Just don't let sales be your main focus.

How to Create Educational Content?

Educational content comes in many different courses, presentations, videos, etc. Since we're talking about SEO, I'll show you what it takes to create content for a blog.

Understand Your Target Audience

The first thing you need to do is understand who you'll be educating. For established sites with traffic, we use Google Analytics to gain insights about locations and demographics.

We also look at social media groups and forum threads on topics related to the particular business. If you have the time, attending a few webinars or live events will also help.

Discover the Questions They Ask

If you've already done keyword research for your SEO strategy, revisit your target keywords and look for related terms and questions.

If you're just starting, set the keyword tool filters to a minimum of 4-5 words. Then, include words like "how," "when," "why," "what," etc. to discover search queries that are questions.

What I also find useful is checking Google Trends for emerging topics.

Provide Only Valuable Information

Remember that your goal is to educate. So, you have to take the content one step further than your own opinion.

Look at research studies and cite them. Find authoritative sites that provide relevant content and link to them. Include industry trends and infographics.

Last but not least, cut the fluff and keep your educational content straight to the point.

It's Time for My Last Thoughts

Utilize educational content marketing to add real value...don't try to sell in every article. Stand out by offering your point of view, experts' opinions, and real life examples.

Invest the time and effort to do everything right, and be patient. Your blog will start to drive high-value traffic, and your brand will be recognized as an expert in the field.

If you think you can't handle it and consider delegating your digital content strategy to an SEO is all you need to know.