Educational marketing is the new wave of marketing online. It is the reason you pour time and money into blogs, white papers and resource pages. Have you ever stopped to consider the overall strategy of marketing through education? Our education writer and full-time teacher shares some insights on “the how” of education marketing:
You’ll want to consider the educational background of your clients when you work on content development. As with teaching a class, you start with three questions:
1) What do they already know or can already do?
2) What do I want them to know?
3) How will I know they’ve reached mastery?
When you build from background knowledge, you consider what your clients already know. Most tend to tune out pretty quickly when you present information they already know, or when you try to repeat the same ideas in slightly different ways. However, when you briefly mention their background knowledge or skills and validate them by expressing that it is important to have this knowledge in order to connect to the new information you’re presenting, you’re making a connection. Last week, I discussed making connections between what your clients already know about to new information, as it is a proven strategy to gain attention and to support retention of knowledge or skills. When you’re considering your clients background knowledge you’re asking yourself, “Will my clients be able to make a connection to what I want them to know?”
Why is it important to consider what you want your clients to know? While you may initially think the content you’re developing is appropriate for your clients, you may find that they don’t have much background knowledge of the subject. In this case, you would want to reshape your content to include some more basic information before presenting more complex ideas. After all, you didn’t learn how to tie your shoes before you learned how to put them on your feet.
Lastly, you’ll need to develop criteria for assessing if your clients understand and are using the information you presented in your content. If you’re selling a product, your criteria may be that you have an increase in sales. If you’re a special education teacher like me, it means that your students are reading more fluently. Often, if your clients do not meet your criteria for mastery, it means that you need to revisit questions 1 and 2 when you work on content development in the future.
This post was written by Anne, our education writer. If you would like Anne to work on your site and educating your clients, contact us via firstname.lastname@example.org and we will hook you up.
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