Hi! I’m Deanna, the Content Lead at Avalanche Creative. I’m filling in for Lance this week while he is on parental leave.
Education has always been one of our core values at Avalanche Creative. In fact, every Friday we have a “Teach the Team,” where someone on our team can give a presentation on any subject they choose. We’ve had lessons on how to cook tofu at home, how to take care of houseplants, and even how to belly dance!
But not everyone is as lucky as we are to work alongside team members with varied interests and expertise. More often than not, people looking to learn something new turn to Google first.
There are many different types of learners going to Google who might interact with your products or services. Most can be categorized as people trying to:
Find a teacher: These searchers already know they need someone else’s more expert opinion or instruction. They’re looking to sign up for a class, schedule an appointment, buy a product, or request a quote.
Consult an expert: These searchers know they need some education, but they’re hoping that by consulting an expert, they can figure out their next steps on their own. They’re looking to read an in-depth article, download an ebook, or hop on a quick phone call.
Learn on their own: These searchers want to take a stab at solving their problem on their own. They’re looking to read a simple how-to guide, watch a video tutorial, or skim an infographic. They want to learn just enough to avoid other people’s mistakes.
It’s important to consider which types of learners your website is targeting. A good SEO strategy creates unique content for all three:
Examples of different types of content targeting different searchers
Landing pages: Landing pages targeted toward transactional keywords, such as “hydroseeding near me,” will convert those already eager to take action.
In-depth articles: Detailed pages and blog posts targeted toward relevant keywords, such as “what is hydroseeding,” will establish your company as an expert worthy of trust.
DIY/FAQ post: Simple posts targeting keywords regarding how to do a task yourself, such as “best time to hydroseed,” are opportunities to educate readers on just how complicated it can be to do the job right—and why they should trust a professional instead.
Everyone wants customers who are ready to buy, but by investing in education, you can turn even the most top-of-funnel website visitors into educated, loyal customers.