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school marketing news

How to generate great content for your school

Posted by Clare Ravasini

How to generate content for your schoolCapturing hearts and minds with great content can be easier than you think. It just requires a well thought out editorial calendar and plan in place. We have explored three areas below to help you along your journey to generate great content for your school.

Create an editorial calendar
Editorial calendars are paramount when it comes to planning an effective content strategy. It’s essential to consider the timing and frequency in delivering content, your choice of media (social, press, website, newsletter etc), your audiences and, most importantly, what you are going to say. Put yourself in your audience’s shoes. What are your prospective or current parents' needs at different times of the year? If a prospective parent, are they considering enrolling their child or are they interested in learning more about your school? If a current parent, do they want to know about student activities and achievements? The list of possible content is endless, so be sure to write about what is most relevant or important to your audience at a particular moment.

Generate the content
A common hurdle is that marketers just don’t have the time to be generating the amount of content needed for an effective inbound strategy – the essence of content marketing. What you need to remember is that you’re not alone. Take advantage of other staff in your school, and don’t be afraid to ask for help writing a blog, case study or press release. Be sure to give staff clear outlines of what you’d like them to write about, provide examples of other successful content previously written and give them guidance on the tone and writing style. Blogs for example, should be written in a conversation style format – more engaging for your readers and easier to digest. Suggest they include anecdotal evidence, such as a quote from a current parent or student describing their experiences of your school. This will increase the credibility of your content.

Reap the rewards
So what’s the point of writing all this content? Well, great content can ultimately become your biggest lead generator. The best way to utilise content is within an inbound marketing strategy. Inbound marketing is the process of attracting the attention of prospective parents at a point in time when they are interested. It involves the promotion of a school through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers through different stages of the buyer decision process. It is far more effective than the ‘hard sell’ and the results often speak for themselves, with the content itself doing most of the work.

With the right strategy in place, a well organised content calendar and great content, your school will reap the rewards. Using an effective inbound marketing strategy will also help to streamline the process and provide you with the tools needed to evaluate its success.

To learn more about optimising your content or how to use inbound marketing to promote your school, download your complimentary copy of our ebook.

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This blog was written by Clare Ravasini

Clare joined imageseven in 2013. Since then, no two days have ever been the same and she has loved every minute. Clare considers herself an out-of-the box thinker, which serves her well in her work with a variety of clients. She’s got a spring in her step, always has a smile on her face and has a passion for all things creative. In her spare time, she enjoys the outdoors and loves living the country life with her horses.


Topics: Lead generation, Education, Inbound marketing, Communication, Marcom, School marketing strategy, Content marketing, Content marketing distribution, School marketing, School