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Training Companies: 5 reasons to use Content Marketing

How many training companies currently engage in content marketing as part of their marketing strategy? This is information I don’t have, but my guess is probably more than I think, but fewer than could or should be! 

The information I do have is taken from the third annual Content Marketing in the UK 2015: Benchmarks, Budgets and Trends and produced from UK for-profit marketers.

One of the most prominent findings in this year’s survey is that UK marketers have become much more focused on their goals for content marketing—and those goals have changed. The percentage of marketers who say lead nurturing is a goal, for example, has nearly tripled, and engagement has surpassed brand awareness as the most often cited goal.

Why content marketing so important for training companies?

So why is content marketing so important? There are so many reasons including:

  • Building awareness of your courses and expertise in a specific area
  • Positioning as a trustworthy expert
  • Engaging with current and potential customers
  • Driving website traffic
  • To use as a sales tool by adding additional value

And, as training companies are well aware, clients buy into expertise and if they see the trainer or training business as an expert in their chosen subject, whether this be health & safety, engineering or leadership, they will be far more inclined to explore your courses in more detail.  Relevant content may not lead directly to a sales, but helps to expose your business into a wider community.

So is it important?   I guess the answer is that for training businesses content marketing has a role to play as part of the overall sales process. If you are currently considering content marketing and would like to find out more, then download our short content for training companies whitepaper for an overview.