How We Do EdTech Content Writing- A Case Study (Download Free Content Strategy Checklist)

The EdTech space is competitive. When searching for solutions for the school, coaching institutes, or training organizations, they start their research online before talking to a vendor. They research platforms, test results and read how-to guides for targeted solutions. With this, they hope to meet goals like enhancing learning delivery or boosting teaching productivity.

This is where content becomes lead generation tool for EdTech companies.

This case study shows how Textuar collaborated with a Bangalore based EdTech company with a strong learning solution, but with limited visibility in search engines. We carried out various steps to increase visibility, inquiries and demo requests in six months.

Let us read about it in detail.

Client Overview

A fast growing EdTech start-up in Bangalore approached Textuar with a specific problem. It has a robust learning solution for schools, coaching institutes and academic institutions. However, its website content wasn’t attracting a steady stream of qualified leads.

The brand had a functional website in place and some marketing materials. The content was shallow, unsearchable and not driving a clear conversion path, however. The company didn’t need more random blogs. It required a niche approach to content within the world of EdTech that would draw in the right kind of traffic, inform potential customers and support salespeople with high-quality leads.

Textuar developed a content framework with its EdTech content writing strategy. It enabled the company to shift from random publishing to content-driven lead generation.

The Challenge

The EdTech company was competing in a market where the schools, training centers, coaching classes, universities and institutional buyers were actively researching online for digital learning solutions.

The client had three main marketing bottlenecks, however.

1. Limited organic visibility

The website had mediocre rankings for high intent EdTech keywords like-

– LMS platforms,

– online assessment tools,

– electronic tools to enable students to access the curriculum.

– student engagement software.

2. Inconsistent lead flow

The quality and quantity of inquiries were not consistent for the client. A lot of people who visited the site didn’t take action because the information didn’t lead them to a demo, consultation or sales dialog.

3. No buyer-centric messages

Current EdTech content writing provided information about the product. But it failed to provide a comprehensive representation of the concerns of school leaders, administrators, teachers, parents, coaching institute owners and training decision-makers. The company was looking for content that resonated with a number of key players in the EdTech purchasing cycle.

Textuar’s EdTech Content Writing Strategy

Textuar started with an analysis of the client’s solution, audience segments, competitors, search opportunities and content gaps. EdTech buying decisions involve several stakeholders. Hence. the content needed to include aspects of both academic and business concerns.

The aim was not just to drive more traffic. It was to bring in the right kind of visitors and persuade them to turn into qualifying demands.

1. Audience identification with clear EdTech buyer personas

Rather than treating all visitors the same, Textuar divided the audience into its various buyer groups.

For example,

– School principals might wish to expedite the use of digital classrooms.

– A coaching institute owner can search for a scalable LMS.

– A teacher’s interest may be in the ease of use, delivery of lessons and tracking of assessment.

– Also, a parent’s questions might be related to how technology enhances learning outcomes.

This helped Textuar create content for different stakeholders and decision makers.

Specific themes were integral to the EdTech content writing strategy success. This included digital learning solutions for schools, LMS for coaching institutes, student engagement platforms. It also covered online assessment tools, hybrid learning, teacher productivity and education technology for institutions.

This was crucial for an EdTech business owner, since more than one person is usually involved in the buying process. So, the content needed to address decision-makers, influencers and end users concerns.

2. Strategic keyword discovery

Textuar was run on keywords that exhibited genuine buying interest. The team focused on specific phrases to appeal to the serious prospects rather than using the terms “online learning” or “EdTech platform”. Some examples of EdTech content keywords are-

– Best LMS for schools

– Digital classroom solution for CBSE schools

– Online learning platform for coaching institutes

– Student performance tracking software

– Assessment platform for educational institutions, and

 – EdTech solution for school automation.

These terms enabled the client to reach target prospects who were already shopping around and/or considering solutions.

This is a difference that makes a difference for any EdTech company. Growth doesn’t just happen because of traffic. The right traffic attracts visitors that are more likely to inquire about pricing, schedule a demo, or contact the sales team.

3. Content Mapping Across the entire EdTech buyer journey

Textuar created content for various stages of the buyer’s journey.

– At the awareness stage, the content covered common issues including the adoption of digital learning or engagement of students in hybrid classrooms.

– For the consideration stage, it assisted prospects in considering choices. This spanned subjects such as selecting the appropriate LMS or determining the features required in an online assessment platform.

– At the decision stage, content that enabled conversions included solution pages, CTAs and demo-focused content. We also created comparison content FAQs and case-study assets.

This prevented random content creation. All the topics had a purpose. The content re-imagined a buyer journey

– A visitor might find the brand in a blog,

– They may then progress to a guide

– They would explore a solution page and

– These content assets would then encourage them to book a demo.

4. Selecting diverse formats for EdTech content writing

Textuar suggested a broader range of content assets besides blogs. The content plan consisted of

– SEO blogs

– Website solution pages

– Whitepapers

– Downloadable guides

– Content for emails

– Case study pages

– Comparison content, and

– FAQs.

For example, a blog about how to engage students with digital tools, for instance, could bring in organic traffic. A downloadable guide on how to select the right LMS might help capture leads. Rising interest in digital learning platforms in the school could turn into demo requests with a solution page.

This blend proved to be effective as B2B EdTech sales can be a lengthy process. It can take multiple touchpoints for a school, coaching institute or training company to make a decision.

5. Putting the brand story around ‘outcomes’ rather than ‘features’

Textuar refined the client’s message. In my experience, this makes the content more about results, not just platform feature.

For example, if the EdTech platform offered analytics, the EdTech content writing showed how analytics could be used to monitor student progress, find learning gaps, enhance teacher interventions and inform educational choices.

Similarly, rather than just selling online classes, the content highlighted ways that digital learning tools enhance access, continuity, engagement, scalability and retention.

This made the brand even more relevant to the institutional buyers who were looking for return on investment from their EdTech purchases.

EdTech Content Writing Execution

Once the strategy is complete, Textuar engaged in the process of creating and optimizing content. We made sure that every piece of content had an intention to fit a role inside the funnel.

1. Research-led content development

All pieces of content are based on research of the topic, search intent, audience need and competitor positioning. This made the content sound more like EdTech buyers and not generic.

2. SEO optimization

The content was optimized for relevant keywords, clearly defined headings, internal linking potential and a meta-friendly structure. For generative engine optimization, we went for a logical and easy-to-read structure, FAQs and tables. The emphasis was on creating content that was valuable for readers and enhanced for search and generative engines.

3. Conversion-focused CTAs

All assets contained pertinent calls-to-action. These CTAs prompted visitors to download a guide, visit a solution page, request a demo or contact the client’s team.

This enabled to turn passive readers into potential leads.

4. Multi-channel content support

Content was prepped for cross channel re-use. Blog ideas were translated into email campaigns, LinkedIn posts, social media snippets and sales discussion points. This enabled the client to obtain the optimum value from all the assets.

The Results

Textuar’s content strategy helped the Bangalore based EdTech company shift from a scattered blogging approach to a lead generation engine. In 6 months, the client achieved tangible improvements in traffic, engagement and inbound lead quality, all of which contributed to the brand’s growth.

In less than six months, the client experienced measurable improvements in traffic, engagement and inbound lead quality, which helped the brand grow.

1. Organic traffic grew by 68% with EdTech content writing

The website’s primary sources of visitors prior to the campaign were referrals and outbound sales with some paid campaigns thrown in. The site had limited ranking pages and minimal keyword coverage.

After Textuar developed and optimized content for education and technology (EdTech) over six months, organic sessions rose by 68%.

Areas of growth includes blogs, solution pages and keyword-based content in LMS, digital classroom, online assessment and student engagement solutions.

2. Keyword ranks have improved for high intent terms

The client started to show up in the SERPs for more business relevant keywords.

– In the first 6 months, 42 of the targeted keywords ended up in the top 20 search results.

– 7 high intent keywords have made the top 5 positions.

– Organic impressions grew by 71%

– Average rank of keywords went up from 34.6 to 18.2.

This was useful as many keywords were connected to buying intent such as LMS for schools, online assessment platform Dubai, digital classroom solution and student performance tracking software Qatar.

3. Website inquiries grew by 46%

The enhanced content structure helped visitors to take action. Users were directed to solution pages, to downloadable resources, demo forms and consultation CTAs, instead of reading a blog and then leaving.

The number of website enquiries rose by 46%. There were more queries from related audience groups like school decision makers, coaching institute owners, academic coordinators and training administrators.

4. Marketing-qualified leads went up by 38%

Prospects got better solution education through content. They explored solution-focused content, FAQs, guides, or comparison pages before reaching the sales team.

As a result, marketing qualified leads grew by 38%, while the number of low fit leads fell. The sales team also noted that the prospects knew more about the solution, its use cases and institutional value.

What made the strategy successful?

1. Consistency

Textuar assisted the client in transitioning from ad hoc publishing to a content plan. This helped maintain the momentum for SEO and improved audience engagement.

2. Depth and relevance

The content responded to practical questions that the buyers posed on adoption and implementation. It also answered queries on student outcomes, teacher use, reporting and institutional value.

3. Data-driven refinement

The content plan was based on search intent, keyword demand and the behavior of the audience. This helped the client narrow down what it wanted to discuss to things that might help them with leads.

4. Content and sales alignment

Textuar made sure that the content was geared towards the sales process and not traffic to the website. Follow up and lead nurturing became possible with blogs, guides, FAQ pages and solution pages.

Key Takeaways for EdTech Marketers

The case study shows the point that EdTech content is best served when it’s strategic, consistent and buyer-focused.

A successful EdTech content strategy should involve multiple factors – from diverse decision makers to aligning content to the buyer’s journey.

Here is a free downloadable checklist you can use for EdTech content writing strategy.

Conclusion

Content became a lead generation asset for this Bangalore based EdTech company, rather than a marketing activity.

Textuar’s content strategy and execution strengthened the company’s overall digital presence, educated prospects and enhanced site conversion rates.

The success of this specific campaign shows the effectiveness of using well-designed EdTech content to connect with the right audience, establish trust and create strong business opportunities in the long run.

FAQs

Why does an EdTech company need a dedicated content strategy?

Specialized EdTech content writing strategy helps because not all customers are alike. A school owner, teacher, parent, administrator and coaching institute head will be evaluating a solution differently. A focused content strategy can help address each concern separately.

2. How content can attract leads for an EdTech business?

Content generates leads by attracting, educating and nurturing leads towards a specific action. This helps them in downloading a guide, requesting a demo or contacting sales team.

3. What type of content works best for EdTech companies?

A combination of SEO blogs, solution pages, guides, whitepapers, comparison content, FAQs, case studies and email nurturing content work well. Each format plays a particular segment of the buyer’s journey.

4. Why is it important to use high-intent keywords in SEO for EdTech?

High-intent keywords are able to bring people who are looking for a solution. More targeted phrases like “LMS for schools” or “online assessment platform” are likely to attract more qualified visitors than using the more generic “online education.”

5. How long does EdTech content marketing take to show results?

Content marketing typically requires a few months to yield tangible results. As seen in this case study, the strategy was based on keyword planning, content mapping, SEO optimisation and conversion-focused CTAs. This resulted in significant improvement within six months for the company.

6. How does content help the EdTech Sales team?

EdTech content writing leads to sales in educating prospects before and after sales calls. Blogs, guides, FAQs and solution pages can help address common questions and reduce objections. They can also facilitate more productive follow-up conversations.

7. What should EdTech business owners avoid in content marketing?

EdTech entrepreneurs should not write any random blog posts. They should also steer clear of content with too many features and not explain results. The content should connect the products with student engagement, teacher productivity, institutional ROI and learning improvement.