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school marketing news

How to keep your school blogs interesting and avoid waffle

Posted by Sarah Millinson

How to keep your school blogs interesting and avoid waffleEvery day you are bombarded with information, news, knowledge and advertising all competing for your attention – it’s hard to know what to filter out and what to take notice of. Now think about the parents at your school – they simply don’t have time to engage with everything. As a school marketer, it’s crucial to cut through the mass and deliver succinct, relevant and timely copy that is going to add value for your reader.

Here are 6 proven tips how to keep your school blogs interesting and avoid waffle:

  1. Get to the point: Be clear and concise with your writing and messages. Keep it simple. If you can say it in five words, don’t write ten – readers will be more likely to remember a brief, snappy sentence. You are aiming for your school’s blog to be easy to read, digestible and make strong points. This is true of the heading too. If you can throw in unusual vocabulary to spice up your copy, you’ll engage faster with your school community. Be short and sweet!

  2. What is the point?: Who is your audience? Staff, parents? How do you want them to feel or react? Consider your objectives and choose a call-to-action that tells the reader what action you want them to take. This will guide your writing to keep it relevant and on track. Always link your paragraphs back to the purpose of the blog and keep reminding yourself of the title. The title needs to summarise your objective, enchant the audience and be something your readers would search for in Google.

  3. Do something: Ideally you want to amuse, enlighten, inform or delight your school community in some way. Even better if you can achieve all four responses. You are aiming to evoke a reaction in your reader that other school’s blogs fail to do. Unusual language, anecdotes, storytelling or meaningful information all help to achieve this.

  4. Show something: They say ‘a picture is worth a thousand words’, so make sure you use imagery that is captivating and attention grabbing. The image will most likely be the first thing your reader sees before they reach your school’s amazing blog copy – it should add to the story.

  5. Direct: If you have more to say and want to shed more light on a subject, direct the reader elsewhere to avoid waffling on. This is the perfect way to drive traffic to your school’s website or social media accounts. Ideally, they will browse more than the original topic, like your school’s resource pages or Facebook feed and you’ll have just increased your school brand awareness.

  6. Make the cut: Don’t be afraid to cut your copy if you find it veers off track, is repetitive or irrelevant. Don’t focus on a high word count, just make every word count! If you’re finding it hard to do this, perhaps there is an opportunity for another blog post or an infographic to display the information differently? You can lead the readers’ attention to view additional information.

So, there you have it! Keep your copy relevant, informative and compelling. Simplicity is key and stick to the point. Top tip – I always find the thesaurus is your best friend when writing blogs!

For more tips and blogging basics, download our free ebook:

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This blog was written by Sarah Millinson

Sarah is an Account Manager at imageseven and a Marketing Communications professional originally from the UK. When she isn’t writing blogs or providing marketing support to her clients you can find her baking, running, hanging out with friends or planning her next travelling adventure.


Topics: Education, imageseven, Communication, Copywriting, Marcom, School marketing, Blogging