When working with our local clients, we utilize both.

We typically set up the educational content for our clients in a passive way. These people are usually top of the funnel and have little to no idea who we are. Being pushy at this stage would just push them away.

The more we move the potential customer down the funnel, the more pushy we become.

The process can go something like this:

educational content (passive) -> call to action (slightly pushy) ->

educational content (less passive) -> call to action (more pushy) ->

educational content (slightly pushy & urgent) -> call to action (pushy)

Now, we don't follow that for every client, as some industries allow us to be more pushy upfront. But usually, the more they trust and respect the brand, the more pushy you can be without pushing them away.

Also, Being "pushy" delivers more results in most industries, but there are some industries (like entertainment) where 'pushy' comes off as being desperate and needy.