Written by Vineet Sethi
With the rise of digital media and online learning, it’s become imperative for educational institutions to create and distribute content to prospective students. Today, the most successful brands are the ones that connect with their customers on an emotional level. Content marketing is a strategy that will enable educational institutions to achieve this.
Educational institutions must create bespoke content — not advertisements or promotional materials — to reach customers where they spend time and get most of their information.
Content marketing is also known as branded content or syndicated content. It’s a type of marketing that uses website articles, videos, images, audio files, and other types of content as a medium to promote products or services.
Content marketing allows you to reach your target audience directly and indirectly. It can be used with other forms of digital marketing to promote your school effectively.
Let’s take a look at some ways you can use content marketing to promote your educational institution:
Create Quality Content For Your Website And Blog
The first step in using content marketing to promote your educational institution is to create high-quality content for your website and blog.
Use your website to introduce your school, showcase your curriculum and let visitors know about your tuition rates. You can also use your website to give prospective students a sample lesson on topics relevant to a curriculum.
Your website is a great place to provide information about your school’s mission statement, vision, and educational philosophy.
Read Your Website Content Quality Is Critical To Your Marketing Success
Your blog is another way to connect with your prospective students. Host engaging, informative, and educational blog posts that are well-written and interesting. They should also be themed around topics relevant to your school’s curriculum. Your blog posts should be written to engage your readers and answer their most burning questions about your school.
Your website and blog are the main ways you can use content marketing to promote your school. They’re valuable places to establish your brand’s identity and connect with prospective students.
Read 5 Ways To Write More Interesting Brand Blogs
Be sure to populate your website with high-quality visuals as well. Many people are visual learners, so having images and videos on your site will help them understand your school better. Plus, using visuals can make your content more shareable on social media.
Create Informative Content
Using content marketing to promote your school is to create informative content. Create how-to guides, product reviews, tips and tricks guides, and list articles about your school’s curriculum. Publish them on platforms like Medium or Quora or industry-specific websites like Reddit and Stack Exchange.
Your content should be able to answer common questions that prospective students might have about your educational institution. It should also be interesting enough to get them to stick around and read through the entire article or watch the video.
Marketing experts recommend creating these types of content because they’re precious to your readers. Your readers will appreciate having access to these articles and will most likely be willing to return to your website or blog to search for more.
Read 9 Content Marketing Tools For Success
Create Educational Content
Another way to use content marketing to promote your school is to create educational content. Create informative articles based on relevant academic journals, reports, and research papers. Educational content allows you to build your brand’s reputation as an authority in your field.
This content can support your claims about your school’s curriculum in your website and blog posts.
Help Students Find You Through Social Media
Inactive promotion of your content will result in few views and less engagement. Help students find you by being proactive and using social media, email marketing, etc., to share your content. There are many ways you can do this.
Engage with your prospective students on social media channels like Facebook, Twitter, Instagram, and LinkedIn. Make Facebook groups and groups on other social media platforms to host discussions about topics relevant to your school.
You can also create and host Facebook Live and Instagram Live videos where you host discussions, interviews, and Q&A sessions with industry experts.
Your social media channels can be valuable places to use content marketing to promote your school by creating engaging posts that link to your website, blog posts, and educational content. This will allow you to direct your prospective students to the content they need to make informed decisions about your school.
Read How To Build a Channel-Agnostic Social Media Strategy
Use Linked Content To Show Your Expertise
Using linked content to show your expertise is an excellent way to use content marketing to promote your school. Backlink content to previous blog posts, articles, and educational content that relate to your school’s curriculum and direct your readers to more detailed posts on your website or blog.
Linked content can also direct readers to other industry-specific websites where they can continue the conversation.
You may also create content that links to other educational websites or academic journals.
It is essential to include a call to action in each content piece to let readers know what to do next.
Establish A Brand Identity
Use content marketing to promote your school and establish a unique brand identity. This will make your educational institution more memorable and distinct. Invest time in developing your brand’s voice, tone, and messaging. This will be carried through in all the content you produce.
Your school’s website is a great place to start. Ensure your website design is on-brand and your content is well-written and informative. This is a great way to show your personality and personally connect with prospective students.
Read Build Your Brand With Content Marketing
Use Content To Drive Enrollment
Content marketing can also be used to increase enrollment at your educational institution. You can use it to reach out to prospective students and their families to inform them about your school and its offers.
One way to do this is by creating targeted content for each stage of the student journey. For example, you might create articles that answer common questions about choosing the right school or college major.
You can also produce videos that take viewers on a tour of your campus or highlight some of your most popular programs.
Reach Out To Parents
Reaching out to parents is another excellent way to use content marketing to boost enrollment. Many parents are heavily involved in their child’s education and are always looking for ways to help them succeed. You can use content to show parents how your school can benefit their children and help them reach their academic goals.
Some other ideas for content that will appeal to parents include:
- Educational resources that they can use at home
- Tips for helping their child adjust to college life
- Information about your school’s financial aid opportunities
Keep In Mind…
When creating content for your educational institution, it’s essential to keep your target audience in mind. Your content should be interesting, informative, and relevant to the people you are trying to reach. Following these tips, you can successfully use content marketing to promote your educational institution.
Do you need help getting started with content marketing for your school? We can help! Contact us today to learn more about our content marketing services. At Beyond The Panorama, we work with businesses to develop their digital brand presence; a big part is content writing for various channels. If you want help to organize this business function, we would love to have a conversation and set it up! Reach out to us at firstname.lastname@example.org on our social media channels.
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