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school marketing news

How do you create great content for your school?

Posted by Laura Sheahan

Content marketingIn this week's podcast Brad and Scully discussed whether Australia is ready for inbound marketing; why white papers still matter; 12 great content marketing ideas for boring industries; how to achieve brand consistency at your school and much more.

All of these topics are relevant when it comes to creating great content.

Let's face it, anyone can create content. It's simply a matter of sitting at a computer and typing words. However, creating GREAT content is an entirely different kettle of fish. Of course, the more time and effort you put into the content your school creates the better the response, interaction and following will be over time.

What is great content?
Ultimately, great content solves a problem your audience experiences. 

Read that sentence again and really understand it. It's not about an issue you or your school is having, but a problem your target audience has.

Here is an example to illustrate the point, recently a neighbour and I were discussing the Camino de Santiago, an ancient pilgrimage trail of Northern Spain that many people walk as a form of spiritual path or retreat for their spiritual growth. My neighbour has always wanted to do it and this year signed up to an enewsletter with an Irish company that helps people plan their trip. Each month, she receives articles about different aspects of planning the trip, from what to pack to what to watch out for while you're there, as well as tips on how to prepare and tackle issues you might experience when walking such long distances, i.e. how to care for blisters. As she was telling me about all of the information she had received her face lit up. 

She knows that when it does come time to book she has access to the information that answers all of her questions at the click of a button.

A school that truly creates great content will:

  • Know its prospective parents inside out. Their demograohic, level of education, occupation, what they like to do in their free time, etc. In other words, develop an entire buyer persona for them.
  • Address their problems.
  • Identify the channels they use/prefer to get their information from, i.e. media, social media, friends, family, etc.
  • Stay on brand. Have a visual and language style guide and stick to them. Although we know this can be extremely difficult in a marketing department of one, brand consistency is vital.
  • Come up with creative and innovative ways of reaching that group.
  • Weave an interesting brand story throughout its branding, and use imagery, video and publications such as the school's yearbook to draw further attention to it. It's never too late to create a new brand story, once it adds value to your school.
  • Monitor your progress. Track how your audience engages with your content and your school. Has it improved? If not, why?
  • Rinse and repeat: Amend and tweak your approach regularly, and remember to always focus on the quality of the content!

By creating great content, you create a real, authentic sense of community amongst your audience. Schools can do real better than anybody else because people love people and a school's business is people! So, don't be afraid to get real and pull on the heart strings of your prospective parents.

Resources to kick start your content marketing

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This week's podcast:

Free ebook:

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This blog was written by Laura Sheahan

In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.


Topics: Education, Inbound marketing, imageseven, Communication, Podcast, Marcom, School marketing strategy, Content marketing, School marketing, School