Create Your School Digital Content Plan: Helping School Leader have better Conversations with their Marketing Teams
In today’s digital age, the way parents and students discover and choose educational institutions has transformed.
While word of mouth is still absolutely key, search engines and a great content plan have become pivotal in decision-making.
This article will guide you through the somewhat complex world of SEO, content planning and development, and help you, as a school leader, understand why your marketing team does what it does, or even why you probably need a marketing team.
Understanding SEO: More Than Just Keywords
Search Engine Optimization, or SEO, is the art and science of taking your content plan, and making it easily discoverable to the families that are right for your school’s values and long-term development.
However, it’s not just about stuffing articles with keywords; it’s about delivering content that search engines recognize as significantly adding to the conversation, and most importantly, adding much higher value for your families.
And at the heart of SEO? Your content plan and Quality content.
Here’s what your marketing does: The Heart of SEO
Identifying Your Audience: Before diving into content creation, it’s crucial to understand who you’re writing for.
- Are they parents seeking a nurturing environment?
- Students looking for specific programs?
Furthermore, by identifying your audience’s needs and questions, you can tailor content that resonates.
Actionable Tip: Conduct short surveys during parent-teacher meetings or school events to gather insights.
Content Types: From blog posts detailing school events to videos showcasing student achievements, diverse content caters to varied audience preferences.
- Actionable Tip: Your marketing team should rotate between content formats until they figure out what is best for your audience. One month, focus on a written piece; the next, perhaps a video tour of the school.
Content Calendar: Consistency is key in content marketing. Planning topics and publication dates ensures a steady stream of fresh content. Check out HuitSuite for a great tool for organising your content calendar.
- Actionable Tip: Align your content with the school calendar. Highlight upcoming events, recap past ones, and delve into educational trends.
Advanced SEO Techniques for Content Optimization
Keyword Research: “best schools in Tokyo” might be an obvious keyword.
However, niche topics like “holistic education in Tokyo” can bring more targetted visitors to your website, especially if it correlates to your values and goals.
Actionable Tip: Your team should use tools like SEMRush to find keywords related to education.
Internal and External Linking
This is about creating a web of content on your site, guiding visitors from one piece to another, and also linking to outside sites. Search engines and algorithms look much more favourably on pages with links like these and they tend to rank higher on the Search Engine Results Page, (SERP).
- Actionable Tip: In a blog post about a recent school event, link to a related piece about the importance of extracurriculars, and at least one link to an external source.
Backlink Building: External sites linking to yours can boost your credibility in search engine eyes.
- Actionable Tip: Collaborate with local bloggers or news outlets. Perhaps they can cover an event or feature a guest post from a faculty member.
The Role of Multimedia in Content and SEO
Visuals and interactive elements not only enhance content but also boost engagement. For example, a well-placed image or video can convey what words might take paragraphs to explain.
- Actionable Tip: As AI improves, search engines can analyse video for quality content. Consider a series of videos made by students that really highlights the values and vision of the school, and aspects of student growth.
Staying Updated: SEO in a Constantly Evolving Landscape
Search engine algorithms aren’t static. They change, adapt, and evolve. To ensure your content remains visible, it’s essential to stay updated.
- Actionable Tip: Make sure your marketing team is dedicating time each month to reading up on SEO trends. Websites like Moz offer easy-to-understand updates.
Analysing and Adapting: Using Data to Refine Your Strategy
Your digital journey shouldn’t be a shot in the dark. Tools like Google Analytics, SEMRush, HotJar, can offer insights into what’s working and what’s not.
Actionable Tip: Your marketing team should be updating you monthly on what content is working and what’s not.
Finally, make sure to share this with your teachers and students, so they know how great their efforts are, and how much they are appreciated.
Conclusion
In the vast digital landscape, SEO, and content planning and development, are your guiding stars.
They ensure your school’s story reaches the right ears and eyes.
By investing time and effort into these areas, you’re not just boosting enrollments but also building a lasting online legacy for your institution.
Call to Action
Ready to elevate your school’s online presence?
Begin by evaluating your current content. Identify gaps, brainstorm topics, and remember: every piece of content is a step towards a brighter digital future for your school. If you need further help, advice, or even a more indepth consultation, contact us at Teaching2Fish, we’re always available to help you.
