One of the most effective ways to draw more traffic to your school website is by blogging. Blogging requires a commitment of time and resources, including a consistent flow of quality content and someone, namely a Content Manager, to coordinate that content. To ensure the efficient use of that time and those resources, you also need a content management process.
Here are 5 key steps to include in your school blog content management process.
1. Content Planning
When it comes to school blog content planning, there are several things to consider. First, you need to determine your publishing goals. How often do you plan to post a blog? Once a week? Twice a week? Keep in mind that the more often you post, the greater your online reach. However, consistency counts too, so it's important to assess your resources and your content creation capabilities before committing to something you may not be able to sustain over the long haul.
Next, you need to do some content brainstorming to identify what you plan to post. Before you brainstorm, be sure to review your buyer personas to ensure you identify topics that are most relevant to addressing your ideal audience’s challenges and pain points. Content brainstorming is an ongoing process that is typically done on a monthly or quarterly basis.
Finally, to ensure a consistent flow of content, once you’ve completed your brainstorming session it is a good idea to assign the blog topics/titles to writers along with draft completion deadlines to ensure you receive the blog content when you need it.
2. Content Scheduling
Once you’ve identified what content you are going to post, you need to determine when you are going to post it. An ideal planning tool for this step is a blog editorial calendar. To keep the process flowing smoothly, it's best to plan out your blog posting schedule at least one month in advance.
3. Content Review
This is the quality control step in the process that involves reviewing, editing, and revising the blog drafts that are submitted. This includes both copy editing for style and overall flow as well as proofreading to ensure grammar and punctuation are correct.
To develop your writers and to give them practice in aligning their individual voices with that of the school blog’s, aside from making very minor revisions, it is generally best to provide your writers with constructive feedback and have them make their own revisions, especially if they are regular contributors.
4. Content Formatting
After any necessary content revisions are completed, the next step is content formatting, which is the act of preparing and uploading the content into your school’s blog. In addition to the technical aspects of this task, there other visual considerations to keep in mind to ensure the blog is formatted to effectively attract and engage your audience. There are also important SEO factors to consider, such as ensuring to include relevant keywords in the URL and in the blog meta description.
5. Content Analysis
The successful posting of a blog is not the end of the process. To achieve the best possible return on your blogging efforts, you’ll want to periodically assess your blog post performance. This includes identifying your top performing blogs, which can offer insights for your future blog creation efforts. It also involves reviewing and possibly revising some of your existing blogs to improve their overall performance.
Establishing and following a blog content management process can help minimize the stress related to maintaining a school blog and maximize your efforts in drawing traffic to your school website.