The best inbound marketers out-educate their competitors.
They head off prospects’ questions and objections with compelling, educational content.
This content streamlines the sales process and allows them to spend more energy populating the top and middle of their sales funnel – driving more traffic converting higher quality leads.
I love the below example of educational inbound marketing from a gaming company.
The Creative Assembly, in preparation to launch their new game, Total War: Rome II, had some marketing budget leftover. In lieu of purchasing more banner ads, they hired the guys behind YouTube channel Extra Credits to create a non-salesy, educational video about the Punic Wars.
Huzzah! What a great idea.
This thread on reddit, where I first saw a link to the video, drew almost 500 comments. The video itself has over 175,000 views and more than 1,500 comments. This is great engagement for a tasteful and educational inbound marketing campaign.
I went ahead and transcribed the first part of the video below, because I like the way it’s being explained:
Hey everybody, welcome to Extra History. I’m Dan, that’s James and this is Allison.
We usually make videos talking about games, but today we are here to talk about Rome.
A few months ago, we got a call from the folks at Creative Assembly. Probably one of the coolest we ever received.
And they told us, “Hey, so, we’re finishing up our next Total War game, and we’ve got some money leftover in the marketing budget from our publisher. And the way we see it, we could buy a few more banner ads, or we could underwrite you guys making some videos to teach people about Roman history. You don’t have to mention us, or the game. Just teach some history.”
And we said, that’s awesome.
And we are going to mention them, and their game, because I would love to see more companies do this.
I want to see companies use their ad budget to not only garner sales but also do some good. So, to everyone else marketing a game that has something worth discussing, there are dozens of content creators out there who can do a lot more for you than a few banner ads are going to.
So, good on the folks at Creative Assembly for setting an example.