Inbound marketing focuses on creating quality content that will result in your school being easily found in organic online searches by people looking for the services that you offer.
So how do you create quality inbound marketing content for your school?
Here are 6 easy steps to get you started:
1. Know your objectives
Decide what you want to achieve and what the goals of your school are before you start creating content. How many clicks or downloads would you like to achieve? How many people are you aiming to reach? Forming these goals is an important first step and will come in handy when the time arrives to review your results.
2. Know your audience
Choose who you would like to target through your content. Are you targeting existing or prospective parents? Are you wanting to reach parents with children in Primary School or Secondary School? Determining your audience before creating content will help you to tailor your content specifically for them. However, it is important that your content is still interesting to anyone who might happen to read it, so avoid being too specific.
3. Choose relevant and interesting topics
Think about what your audience wants to know about and write about that. Are you wanting to reach parents of children in the middle years of high school? Write about how they can help their children with subject selection or preparing for assessments. Are you writing to prospective Kindergarten or Year 7 parents? Write about the factors that they should consider when choosing the best school for their child or how to help them settle into a new school environment.
4. Select your keywords
Consider what it is that your target audience would search for in a search engine and ensure that you include this, or components of this, in your content. For example, a parent might write ‘How to prepare your child for the first day of school’ into Google so you could write a blog on this topic, ensuring that you include this statement as a long-tail keyword (a keyword that is specific to something that the searcher is looking for) in your blog header, blog content, image alt text and meta description. You can also optimise your search ranking with additional relevant keywords that exist in your content.
5. Mix up your content
Avoid only creating one type of content. Many schools are tempted to just post on social media or to just use emails, but this can limit your reach and will not allow you to maximise your school’s inbound marketing potential. Try to use a mix of social media, blogging, emails, whitepapers, video and audio to keep it interesting for your audience and to appeal to different people’s preferences.
6. Create a content calendar
Schools can tend to neglect content creation during busy periods as often it is seen as not being necessary or a priority. Inbound marketing is most effective when it is consistent and regular. Create a content calendar at the beginning of each year and aim to reach all of the targets that you set yourself in this calendar. Most social media and online marketing platforms allow you to schedule your content in advance – a handy tool for time-poor marketers. A content calendar also forces you to consider what your audience wants to know during certain times of the year and you can then plan content accordingly. Without a content calendar, you might find yourself uploading content adlib and could end up neglecting an important segment within your target audience.
This blog was written by Caitlin Quartermaine
Caitlin has a background in project coordination and brand management in the areas of professional services and education. In her free time, Caitlin enjoys watching live music and spending time with friends and family.