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3 Things Every School Leader Should Know about Content Marketing

Posted by Ralph Cochran on Apr 11, 2017 3:00:00 PM
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If you’ve been involved in private school education for any length of time, you know the face of school marketing has changed dramatically over the course of the past decade and many traditional methods of attracting school enrollment prospects are no longer as effective as they once were.  Some, however, have withstood the test of time and remain a worthwhile marketing investment.  Content marketing is one of them.

Content marketing is a strategic approach that focuses on the practice of creating consistent, relevant, and compelling content to attract and retain a clearly defined audience with the ultimate goal of driving customer action.  However, before you invest in creating a content marketing strategy, here are three important things you should know.

1.Content Marketing Takes Time

In today’s world, your school website is your most valuable marketing vehicle.  And vehicles need fuel. Content is what fuels your website.  It’s what drives traffic to your site, what engages that audience, what entices them to learn more about your school, and what encourages them to join your community.  However, this is not something that occurs overnight.  Content marketing takes time.

To be effective, content marketing requires a consistent effort over a long period of time.  It typically takes a good 6-12 months before you will begin to realize a return on your effort.  But it is an effort well worth it, one that will provide lasting value over time.

Consider this: Each time you add content, you are extending the reach of your school website.  You are also establishing authority and building trust.  Factors that will pay increasing dividends over time and lead to school enrollment growth.

2.Content Marketing Requires Resources

The success of any content marketing strategy is dependent upon your ability publish quality content on a consistent basis.  As a result, you must be willing to invest in the resources needed to sustain these efforts.  In other words, you need to identify individuals to create and/or curate this content as well as someone to manage it.

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3.Content Marketing Demands a Systematic Approach

When it comes to publishing quality content on a consistent basis, planning is key.  And a process that begins with identifying content needs, identifying and establishing publishing goals, and developing a game plan to ensure those needs and goals can be met.  A systematic approach will help keep your content marketing engine running smoothly and deliver the desired results.

Content marketing can be a very effective strategy when it comes to growing school enrollment.  However, it is a strategy that requires time, resources, and planning.  Are you willing to make the investment to grow your school?

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Topics: School Marketing, Content Marketing