EdTech Content Marketing – 9 Steps to Convert Your Visitors

The global pandemic has significantly changed the EdTech industry.  Education technology is here to stay. And it’s on the rise. As per Statistica, it is estimated that spending on EdTech is going to increase exponentially, from 1.6 billion USD in 2018 to 12.6 billion USD in 2025. To compete, position, and bring in more conversions into your EdTech business, you must plan smartly, year after year.

Whether you are new in the EdTech industry or plan to redefine your marketing strategy, this 9-step guide will help you maximise conversions with your EdTech content marketing efforts.

9 Steps to Convert Visitors Through EdTech Content Marketing

1. Define your target audience.

Define your target audience

You can only anticipate your future customer needs by understanding who they are. As content consumption is profoundly evolving, new target groups appear every day. To keep up with the needs and demands of customers, you must keep up with their changing behaviours and values through rigorous market research.

You must first define your target audience to develop an effective content marketing strategy. Create a buyer persona, the semi-fictional representation of your ideal customer. Identifying the buyer persona allows you to understand your audience more deeply as you learn about their goals, challenges, and pain points.

The next step is to create strategic and well-defined content that resonates with your target audience and provides effective solutions. This way, you can tailor your EdTech content marketing efforts in the right direction.

2. Conduct a competitor analysis.

Competitors can help your EdTech company improve if you are willing to learn from them. Conducting a competitor analysis provides valuable insights into your EdTech marketing strategy. It creates a comprehensive guide to understanding the EdTech market and a benchmark for measuring your performance.

You can study your competitors offering similar services and their positioning in the EdTech space, understand their marketing strategy, and identify loopholes. You can leverage this information by turning their weaknesses into your strengths. An in-depth analysis of your EdTech company will also help you identify your strengths and weaknesses, allowing you to make informed decisions to stay ahead of the competition. All this information will help you improve your EdTech content marketing efforts significantly.

3. Define your Unique Selling Proposition (USP).

Define your Unique Selling Proposition

Knowing the best way to position your business and offerings is one of the critical aspects of increasing sales for your business. This is where a USP becomes vital for your business, as it will guide your branding and marketing choices.

A USP makes your business stand out when others are blending in. This can be a cumbersome task in the internet age when customers are drowning in an ocean of options.

One way to find your USP is to ensure it answers your customer’s most immediate question of what separates you from the rest. Once you have found the gaps in your competitors, turning that into your USP becomes much more accessible.

A compelling USP will display your strengths while being assertive, defensible, specific and providing value to your customers. As an EdTech business owner, your USP could be cost-effective, personalised EdTech content for each customer based on their needs.

4. Devise your EdTech content marketing strategy.

You have enough data and information to start curating your marketing strategy now. Start by laying out your content objectives and format. Say you have to target high school students. Keeping their attention span in mind and what they resonate with the most, you can devise a specific marketing strategy.

Your strategy must vary across different channels where you can plan to post EdTech content. You must also decide on the content format, such as blogs, infographics, videos, webinars, and downloadable resources. Once you have laid out your content format, build a calendar to schedule your content across multiple channels. This will ensure consistency and give you more brand visibility across search engines.

5. Optimise your website for search engines.

Optimise your website for search engines

You may produce quality content, but there is still a chance that people don’t discover your services. This can be because you haven’t optimised your website. Optimising your website will help in improving its visibility and accessibility. Further, it drives organic traffic and brings more potential leads and conversions.

Website optimisation goes beyond putting in the right keywords. Here are some proven strategies to optimise your EdTech website for better conversions.

  • Conduct thorough keyword research to determine what services your potential customers are searching for online.
  • Keep a clean and user-friendly interface that is fast and easy to navigate. Ensure that your website is mobile-friendly, as the majority of users use mobile devices. If your website is constantly lagging, there are high chances that users will not stay there for long, no matter how great your service or content is.
  • Your website should have high-quality, valuable content that answers the users’ questions.
    For example, if you cater services to students who wish to go abroad for higher education, ensure that you have up-to-date information regarding everything they might search for. This could include the visa process, a list of universities based on the courses, a checklist they might find handy, etc.
  • Use on-page and off-page SEO to help search engines understand your website and rank it higher. Use powerful CTAs, relevant internal linking for easy navigation and backlinks whenever required to increase your website authority.
  • Use tools like Google Search Console and Google Analytics to track the performance of your website.

6. Create, distribute, and promote your EdTech content.

This will be the first output step of your content marketing strategy. If your content marketing strategy is in place, you already know the channels and formats you will be using for content distribution.

No matter what type of content you create, it should be valuable, informative, engaging, and compelling enough to convert your leads. Use images and graphics to make it more eye-catching and distribute it across the channels.

Promoting your content is equally important to ensure it reaches the right audience. Share your EdTech content on your social media, email it to your subscribers, or you may even promote it via paid ad campaigns.

7. Engage with your audience.

Engage with your audience

Picture this: You have created high-quality content across all platforms and are getting positive responses. Your audience is trying to contact you for further details or queries, but no one from your end can attend to them. Will they stick and avail of your services? Probably not. Which is why engaging with your audience is crucial. This will help you get to know them closely and show you as an approachable and trustworthy brand.

Engaging with your audience humanises your brand and increases brand loyalty and visibility on social media channels. You can engage by responding to comments and messages and encouraging your audience to do the same.

8. Measure and analyse your results.

Now that you have created, distributed, and even promoted your content, it’s time to track its performance. Use tracking tools like Google Analytics to monitor website traffic, conversion rates and other metrics. You may also look at KPIs like traffic, bounce rate, engagement, etc. 

This data is crucial as it serves as a report card for your content marketing efforts and helps you make data-driven and informed decisions for future campaigns.

9. Optimise and refine your strategy.

You cannot expect to create a one-time EdTech marketing campaign and sit back. It’s an evolving market. It’s essential to keep an eye on the latest trends and work accordingly to stay relevant.

For instance, the EdTech industry trends have seen a considerable surge in adaptive learning, gamification, micro-credentialing, etc. Those who are flexible and adaptive to the changes are leading in marketing while the ones sticking to the traditional practices are lagging.

Hence, learning to amalgamate your EdTech content marketing with the latest development in the industry is essential. Update your content based on how your audience is responding to it. Continuously testing and refining your marketing strategy is necessary to be ahead of the game.

Final Words

You must have an effective EdTech content marketing strategy in place to convert leads efficiently. As outlined in the above 9 steps, you can define your audience, create a successful marketing campaign, and distribute and promote your content to achieve the desired results.

We at Expand My Business can help you with this 9-step process to scale your EdTech business. Feel free to contact us to drive traffic and conversions and establish yourself as an EdTech industry leader.


What is ed-tech content marketing?

Edtech content marketing refers to the practice of creating and distributing valuable, relevant, and engaging content to attract and retain an audience within the education technology (ed-tech) industry. It involves using various content formats such as articles, blog posts, videos, podcasts, webinars, and social media posts to educate, inform, and engage with the target audience, ultimately driving awareness, leads, and conversions for ed-tech products or services.

Why is content marketing important for the tech industry?

Content marketing plays a crucial role in the tech industry as it allows businesses to establish thought leadership, build trust, and engage with their target audience. By creating and sharing valuable educational content, ed-tech companies can demonstrate their expertise, address pain points, provide solutions, and showcase the benefits of their products or services. This not only helps in attracting new customers but also in nurturing existing relationships and fostering brand loyalty.

What types of content can be used in edtech content marketing?

Edtech content marketing can involve a wide range of content formats, including:
Blog posts and articles
Videos and animations
Infographics and visual content
Webinars and online courses
E-books and whitepapers
Podcasts and audio content
Social media posts and campaigns
Case studies and success stories
Interactive quizzes and assessments

How can edtech content marketing help in generating leads and conversions?

Edtech content marketing can generate leads and conversions by providing valuable educational resources that address the pain points and challenges faced by the target audience. By offering useful information and insights, edtech companies can position themselves as trusted advisors, nurturing leads through various stages of the buyer’s journey. Content marketing also enables companies to incorporate strong calls-to-action (CTAs) within their content, directing users to sign up for trials, request demos, or make a purchase.

How do you measure the effectiveness of edtech content marketing campaigns?

The effectiveness of edtech content marketing campaigns can be measured using various key performance indicators (KPIs), including:
Website traffic: Monitoring the number of visitors to your website and the sources that drive traffic.
Engagement metrics: Analyzing metrics such as time on page, bounce rate, and social media shares to evaluate audience engagement with your content.
Lead generation: Tracking the number of leads generated through content downloads, newsletter subscriptions, contact form submissions, etc.
Conversion rates: Measuring the percentage of leads that convert into customers or take desired actions on your website.
Return on investment (ROI): Assessing the financial impact of your content marketing efforts by comparing the costs incurred with the revenue generated.

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