I have a slight contrarian view to this.
It can sound odd because I am a big believer in content marketing. My current startup is also in the same space. But I don't believe this approach is right for all industries or target audiences.
When my father or I want to buy a mobile, we do extensive research. But my sister and my mom don't bother. They just need a phone. That's it. They don't care about doing research or building vocabulary.
My mom and sister have phones which they bought from the local store. Went with the store guy's recommendation. They still don't know how much RAM there is or what processor it has (I don't even think they know what a RAM means).
Then there are industries where people do very less research (Think organizations that accept bids).
But broadly, if your industry and target audience fall into the category who does their research, you should try to engage customers, educate them, and convert them instead of hard sales.