Wondering why your independent school needs a content marketing strategy?
Let’s face it: when it comes to recruitment for your independent school, competition is at an all-time high. Parents are more discerning than ever and they want one thing: value. Not only that, with so many schools to choose from, you’ll need to make sure your school stands out from the pack.
Here’s why you should be using content marketing to support current families (and recruit new ones!)
Content shares your unique voice
If you’ve spent any time looking through your competitors’ websites (and if you’re reading this, I assume you have) you will have noticed a common tone of voice. Many Independent Schools use what’s called an aspirational tone. It’s designed to make prospective parents think: Ooooo! So fancy – if our kids go to this school, we’ll be part of a special club!
This tone of voice was favoured by elite private schools in the mid-2010s. It implies exclusivity, excellence, and status. These days, many Independent School are taking cues from some of the savviest companies on the internet and swapping out superlatives in favour of a frank, inclusive, conversational tone.
Content connects with your target audience
Almost every Principal and Registrar I’ve spoken to in the last 12 months agrees: student recruitment is taking more time than ever before. Parents want hands-on care and more touchstones than ever. They want to interact with a human being. They want a conversation.
The best place to start this back-and-forth is on your website. Here’s how a conversational tone creates connection with your ideal families, right off the bat:
By writing in the way that you speak (only better) you’ll invite your ideal clients to become part of a chat. It conveys your openness and tells families you are welcome here.
A warm, welcoming tone has the same rhythm and sense of intimacy as a conversation. Why not create that connection as early as possible (through your website copy and content) instead of waiting until a prospective parent gets in touch?
Conversational copy can make parents more receptive to your message. That’s because they’ll feel like you’re talking to them, as opposed to at them. It also makes your ideal clients much more likely to say ‘yes, please!’ to your main Call to Action.
Content boosts SEO
In saturated markets, ranking in search for your primary keywords makes you more likely to meet your enrolment targets. After all, prospective parents are a lot more likely to enrol their child if they can find you online. Of course, the copy on your website, metadata, and image names can (and should!) be optimised , but content marketing goes a long way to boosting SEO as well.
I’m going to be straight with you: SEO is a long game. But consistently posting valuable, helpful, keyword-optimised content on your blog can make the world of difference. In fact, strategic content marketing can allow you to rank for even more keywords. For example, if Google understands that blog content about your school’s Positive Psychology program is valuable to parents of teens, your will begin to show up in search. Mission accomplished!
Content communicates your expertise
No doubt the marketing department in your Independent School has identified your points of difference – those things that make your school special. No matter what they are – whether it’s your sport program, diversity, pastoral care, or education support, you need to communicate it to prospective parents. And content marketing is the way to do it.
Positioning your school as experts in your niche and providing consistently helpful content to your target audience is step one of your content marketing strategy. But it’s just the beginning!
Content for every stage
Now that you’re across the reasons why you need a strategy, let’s take a look at how to put content marketing to work for you.
Want to skip straight to the part where I take this off your plate?
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.