With so many brands producing massive amounts of content to keep up, the ones that really make a splash are those that directly solve problems, educate customers, and improve decision making skills. At least, that’s what Kim Lawton wrote in her recent Entrepreneur article. And I can’t agree more. Educational content marketing is the missing link in so many content strategies. 

I’ve been saying educational content needs to take the lead for years. That’s because I’ve been writing for highly regulated industries with restricted marketing avenues. As a cannabis writer, I know how difficult (often impossible) it can be to run ads or market products in traditional avenues. It’s why my freelance cannabis writing services center around educational content that actually answers relevant questions to drive traffic and conversions. 

I’m grateful that my background as a cannabis content writer, journalist, and content strategist has helped me understand why education is so important. But that need for educational content goes far beyond the cannabis industry and into just about every line of business. Since I’m also a wellness writer and content strategist, I see the overlap very clearly in other regulated industries. 

But let’s go back to the article. 

The case for educational content marketing

Lawton’s article covers a lot, but the main takeaways center around customer overwhelm. Especially in the age of AI blog writing, customers are increasingly overwhelmed and distrustful of traditional marketing. Unfortunately, the internet is still packed with useless, generic content that brands try to leverage for quick views without realizing it’s actually hurting their efforts. 

But think about your own internet behavior and habits. How often do you find yourself Googling a question in hopes of finding a trustworthy and thorough answer? I do it all the time. Maybe you even did it when you found this exact blog. When I find a well-written, credible blog to answer my question, I find myself trusting the company that put it out. I’m more likely to remember their name and might even refer back to them for future information or purchases. 

Educational content marketing is helpful because it genuinely builds trust between brands and consumers. It humanizes the people behind a brand while elevating their expert knowledge. It creates loyalty. 

Customers don’t like feeling sold to 

When you produce educational content that provides real value, you are positioning your brand as a tool for customers to make their own decisions. Doing so is crucial in this day and age where customers are increasingly annoyed by overt advertisements or any situation where they feel aggressively sold to. 

When you allow potential customers to make their own decisions, led by well-researched, fact-based content you produce, you’ll likely see better results. 

Corporate news rooms on the rise as brands hire journalists

I saw this post from Noah Greenberg recently that highlights the growing trend of brands hiring journalists for their company content. Why? Because people don’t like being sold to. They like learning and making informed decisions on their own. And there’s no better way to do that then to read well-written, well-researched news articles. 

Here are some major examples from his post:

“Salesforce's VP of Editorial spent a decade at WIRED

Tripadvisor's Head of Content was an NYT travel columnist

Hone Health's Editorial Director came from Women's Health Mag

Ramp's Lead economist was just interviewed by NYSE

Fora Travel's VP Content was Exec Editor @ The Muse”

That’s a notable list. These brands are tapped into the need for educational content written by humans. They know that their potential customers value transparency, credibility, and solid research. 

As a freelance journalist, I think this is a genius new direction for brands. Journalists still get to do what they do best – research, interview, and write stories that matter. Readers get to learn and stay informed. Brands get to build loyalty and trust with their readers. Wins all around. 

Hire a writer for educational content 

If you’re busy running a company, you likely don’t have the bandwidth to stay tapped into every corner of your industry’s news and updates. That’s where expert content strategists and freelance writers come in. They understand the world of marketing and how it intersects with the news world. They can turn interesting news into valuable content that drives success for your brand. 

Need to hire a blog writer? Looking for an expert to write news articles for your brand? Whatever the case, I’m here to help. I’m a content strategist and freelance writer for wellness, cannabis, and other industries. My journalism background makes me a great fit for the growing trend of educational, journalism-forward content. 

Contact me today to discuss working together.