When writing about your school, what should you post and where should you post it? Here are a few suggestions.
The school’s website. Keep it child-centric, so students can relate to the content, but create a section for parents, where you can talk to them about issues that only a parent would have an interest in.
The school’s blog. Both parents and students will enjoy reading about class projects, field trips, sports, and other recreational activities. And since blogs allow you to set tabs for separate subjects, you can post about a variety of topics. Some may be of interest to both parents and students, but most will probably be of greater interest to one or the other. Sharing short posts with a lot of photos is the best strategy.
Facebook. With more than one billion people using the social media platform, it’s the perfect venue to reach both students and parents. It also offers flexibility and convenience for both your marketing guru and users. When he or she posts things that are geared toward parents, students can scroll past and vice versa. For example, students would probably overlook a post that reminds parents to volunteer for an upcoming fundraiser.
Tip: You may want to consider making your Facebook community a closed one, so parents don’t have to worry about photos of their children being shared with strangers.
Tips for Creating and Managing Your Content
Regardless of how great your school is, don’t use its website as a place to do a hard sell. Invite prospects to tour your facility instead of posting enrollment requests. You don’t want your content to be anything but an informational resource that provides educational information and engaging content.
Provide opportunities for students, parents, and prospective students to ask questions and leave comments. Blogs are a great medium for this because there is usually a field at the end of the post where you can publish your thoughts. This will help form and maintain relationships.
Add, “Email us if you have questions,” to every page of your website, so visitors know you’re open to questions. And always respond in a timely way to any communication even if you have to say you don’t know but you’ll look into the question or problem and get back to the person.
You should also invite parents, students, and teachers to develop and submit content. It says a lot about who you are as a community. You could even invite parents who volunteered as chaperones on a recent field trip to post photos and captions.
If you need help developing content that suits your content marketing strategy, we’d love the opportunity to collaborate and partner with you. ContentWriters can pitch topics or help you populate your website, blog, social media accounts, email newsletters, and other digital communications with custom-crafted content.
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