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5 Tips for Training School Marketing Blog Writers

Posted by Kim Schlauch on Feb 14, 2017 3:00:00 PM
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The long-term success of any school blogging effort begins with your capacity to publish quality content on a consistent basis.   To improve those chances of success, in addition to identifying someone to manage your school blog and its content, you also need to find individuals to create that content and commit to developing them into effective school blog writers.

Here are 5 things you can do to train and develop your school blog writers to be able to produce quality content on a consistent basis.

1. Help Them Understand The Purpose of a School Blog

When it comes to recruiting individuals to write school blog content, the first thing many of the schools we’ve worked with do is reach out to those in their community with a talent for writing, which is a good thing to do.  Unfortunately, while these individuals may be good writers, some may not turn out to be good blog writers as their attempts at a post read more like an academic paper or creative essay.

What differentiates a good writer from a good blog writer is purpose.  A good writer can be groomed to become good blog writer when they clearly understand the purpose of your school blog, which is to serve as a marketing vehicle to drive more traffic to your school blog.

School blog posts should be educational, informative and creative; however, they need to be written in a way that will attract and engage potential enrollment prospects.

Make sure your blog writers have a clear understanding of the buyer’s journey your prospects go through and the role your school blog plays in that process. In addition, help your blog writers learn how to create content that will attract and engage your target audience by introducing them to your buyer personas and make sure they understand the specific pain points and challenges these prospects face.  Work with them to help them come up with relevant blog topics that can help address these challenges.

2. Ensure Their Writing Voice Aligns With The School’s

When it comes to creating content, different individuals have different writing styles.  Some writing styles are more formal than others.  Others more comical, whimsical or witty.  And while variety is the spice of life and different writing approaches can enhance the appeal of your school blog, it’s important that any content posted on your school blog aligns with the “voice” of the school.  In other words, the message and values voiced through the content should be reflective of and not contradictory to those of the school.

Become familiar with your content creators’ writing styles by carefully reviewing their submissions.  If there is any aspect of their message that may not be in agreement with that of the school’s, provide feedback and offer coaching to obtain alignment.

3. Establish Writing Framework

To attract and engage readers, blog formatting is just as important as content. A blog’s format must be pleasing to the eye and presented in a way that entices readers to choose to invest their time in reading the blog post.

Consider providing your writers with a formatting guide or sample blog template as well as a blog writing checklist.  Consider including the following questions on the checklist:

  • What is the target buyer persona for this article?
  • What pain point/challenge is being addressed?
  • What are the keywords in this article?
  • Will the title effectively attract readers to want to read this blog post?
  • How will this blog lead prospects to want to learn more about your school?

school blog deadlines

4. Hold Them Accountable

To post blogs on a timely and consistent basis, you need to receive that content on a timely and consistent basis.  Setting submission deadlines and holding your writers accountable to those deadlines will help you accomplish this.  For best results, talk with your individual writers to identify each of their time and workload constraints and assign workloads and reasonable deadlines accordingly.

If writers are not meeting the scheduled deadlines, follow up with them to determine the reason the deadline was missed.  Some writers simply need a little more attention and a few more reminders than others.  However, some may not turn out to be as reliable as you need them to be.  To ensure you are able to maintain a consistent flow of blog content, take a proactive approach in determining which writers may need a bit more coaching and which might just need to be replaced.

5. Provide Ongoing Support

Once the initial training period is over, be sure to keep the lines of communication open with your writers to ensure they have the support and resources they need.  Providing this type of support can be beneficial for them in terms of their satisfaction with the role and for you in terms of meeting your content needs.

Training and coaching blog writers can be time consuming, especially up front, but the investment is well worth it in the form of a steady supply of quality blog content on a consistent basis, the fuel needed to drive traffic to your school website and provide you with the prospects you need to grow your school enrollment.

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Topics: Blogging