What is “Educational Content”?

Every creative business, whether you are selling educational products/services or not, needs educational content in their content strategy.

When I talk about “educational content,” I’m not talking about literal how-to’s or tutorials. I’m talking about content that teaches your audience the things they need to know in order to (1) feel comfortable buying from you, and (2) know how to buy from you.

Your audience needs to learn 3 major lessons from you in order to feel comfortable trading their hard earned dollars for your products or services:

  • Who you are/what you’re about

  • Why you’re qualified to solve their problem

  • That they can trust you to deliver on your promise


3 Types of Content to Teach Your Audience

I like to match those 3 lessons with 3 different types of content you should be creating for your audience:

💥 Spark Connection content

🔥 Kindle Relationships content

🧨 Ignite Action content


💥 Spark Connections Content

First, someone needs to feel some sort of connection with you to pay attention and decide to follow you in the first place.

To spark this connection, you can use your content to teach your audience more about things like:

  • yourself

  • your beliefs

  • why you started your business

  • your opinions related to your industry

  • whether you understand their common frustrations

  • your interests & hobbies

so that they learn whether or not you guys vibe, and whether you seem like someone they want to work with or support.

What does Spark Connections content look like?

Here are some examples of specific content you can create for this stage of your audience’s journey:

  • Self-introduction post

  • Post on why you started your biz

  • Reels/Tiktoks using voiceovers to speak to a common, shared frustration

  • Bold statement/controversial opinion post

  • Pet pics!


🔥 Kindle Relationships Content

Once someone’s into you, then you need to teach them that you’re qualified to help them and that what you offer can fulfill their specific needs.

This is where you educate them on things like:

  • your product/service

  • what it looks like to work with you

  • the work you’ve done in the past

  • your process

  • your style

  • the benefits of working with you

What does Kindle Relationships content look like?

Here are some examples of specific content you can create for this stage of your audience’s journey:

  • Reels/Tiktoks that show behind the scenes

  • Steps of your process to create a product / perform a service

  • Critiques of your peers OR your own old work/thoughts to showcase your growth & expertise

  • Pictures of your products or projects

  • Explanations of what it’s like to work with you/hire you

  • Educational posts/tutorials

  • Posts highlighting your differentiators

  • Detailed explanations of your different offerings


🧨 Ignite Action Content

Finally, someone needs to be able to trust you before they’ll feel comfortable handing over their hard-earned dollars.

The final step is to teach them that you’re trustworthy, by sharing things like:

  • previous work you’ve done with clients

  • reviews on your products

  • testimonials from past clients

  • proof of outcomes you’ve achieved

What does Ignite Action content look like?

Here are some examples of specific content you can create for this stage of your audience’s journey:

  • Client testimonials

  • Product/shop reviews

  • User-generated content (other people’s pics of themselves using your products)

  • Results or transformations your clients have achieved


Shifting to a content strategy that focuses on sharing “educational content” creates a better experience for your audience, since your content is developed to teach them and help them get closer to a solution that will fulfill a need they have.

As an added bonus—you’ll feel less salesy and icky when you talk about your business, because you’re focused on how you can serve someone else and improve something about their life.

Try shifting to an educational content framework and see the effect it has your audience!

Make marketing & selling feel GOOD.

Learn my framework (along with tons of ready-to-go content ideas) to create helpful, educational content that serves your audience and makes selling feel GOOD, not cringey.

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