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Creating Education-Focused Content

Content marketers only have a few choices when it comes to the style of their developed materials - will it be informational (news), entertaining or educational? 

For those selecting the latter, a whole range of considerations must be addressed but those that choose wisely are in an excellent position to not only increase awareness for their enterprise but generate new prospects and improve the experience of existing customers. 

Let's take a look at a few key components of any education-focused content item:

1) An Explanation: It is not uncommon for education-related content to be rather abstract in nature and as such will require a simpler explanation for those new to the concept. Start most education-focused content assets by sharing, in simple terms, a brief outline of the problem or issues being addressed. Readers may only need this information so it is important to provide it right away. 

2) A Definition: While explanations are important, definitions of key terms support the explanation and provide further details on the concept being discussed or addressed. Keep definitions short for maximum impact. Content developers looking to take their efforts it a step further may consider creating a glossary and linking to similar terms or words that may need even further definition. 

3) Examples: There are different kind of learners; there are visual learners, auditory learners, even kinesthetic learners (those that learn by physically doing). Verbal learners are quite common and they often turn to examples (and narratives) in order to understand broader concepts. Providing two or three clear and concise examples does wonders for comprehension and the value that users place on your brand. 

4) Research: Nothing says "quality content" like the presence of data-driven research. Whether it is from a third-party or conducted yourself (formally or informally), research provides an opportunity to emphasize (sometimes visually in te form of charts/graphs) the point that is being made and the information being provided. 

5) Additional Resources: Humans have a limited attention span. Couple that with the hyper-busy nature of today's world and you can almost ensure that most people will come back to the content if it initially meets their expectations. One of the ways to do that is to provide a list of additional resources - in the form of links, citations, etc. Not only does this add credibility to your business but it increases the shareability of the asset exponentionally.

You might/might not be surprised how few articles published today by brands both large and small include these components in their educational content. Make no mistake, however, as these are vital elements in ensuring content visitors (users) retain the information and form a good opinion of your brand and act on the calls to action provided. 
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