3 Strategy Tweaks for Better School Content Marketing

February 1, 2018 Emily Cretella

You have a decent content strategy and you’re consistently creating and sharing content as part of your school’s marketing efforts. That’s great! But after a while, even the most robust content plan can get a little … stale.

The creation process becomes robotic. You’re not as inspired. You’re not getting as much engagement. Your numbers stagnate. You’ve hit a plateau.

What now? Instead of scrapping all of the hard work and strategy you’ve put in thus far, there are a few small tweaks you can make to your content plan that can bring new life, and excitement, to your storytelling.

Here are three plan adjustments that can boost any school content marketing strategy:

1. Instead of creating new content … try repurposing old content.

If you’ve been developing consistent content for a good amount of time, chances are you have a hefty library of published stories. Rather than let that awesome content sit stagnant, give it new life by repurposing the best of the best.

There are many ways you can turn an old story new. Here are a few ideas, but it’s up to you to get creative with what you have:

  • Add updated news, statistics or facts to an old article to make it current, and re-publish it.  
  • Compile short posts into a more comprehensive, long-form article.
  • Record previous articles as quick podcast episodes -- or use those past posts as fodder for podcast conversations.
  • Take one idea or topic discussed briefly in a past post and expand it into a standalone post.
  • Change platforms: publish previous blog posts in eNewsletters, and vice versa. Expand popular social media posts into short blog posts. Divide longer blog posts (think, step-by-step or list posts) into individual quick-tip social media posts.

2. Instead of sharing tons of content on social media … try promoting your most important content.

You’re heard it before, but it bears repeating: you don’t own the audience you’ve cultivated on your social media channels—those audiences belong to Facebook, or Instagram, or Snapchat, or Twitter. And those platforms can change the rules at any time. (Like this new Facebook disruption for publishers and brands.)

Sometimes, you have to pay to play. If you’ve written a piece of content that deserves attention, give it the spotlight it needs. Focus on sharing that one piece in creative ways—with your social media audience and through advertising opportunities on various social media platforms.

Too often, we focus our energy on content creation and not on content promotion. Instead of churning out piece after piece of content, think about how you can make the most of each piece—and your budget—by slowing things down and giving your content the promotion attention it deserves.

3. Instead of rewriting your entire website, focus on the areas that can make an immediate impact.

If “rewriting website” is part of your content plan this year, hold up. Writing an entire website can be such a daunting component of a content plan that it can overtake all of your efforts. Before you plan on scrapping what you have and starting from scratch, take a step back and get a little strategic.

First, do you know how well your current website content is working for you? Is it drawing in traffic? Is it attracting organic search visits? Is it effective at getting your readers to take action?

Content Marketing Institute recently broke down five data-driven opportunities to increase traffic to high-performing pages and to optimize pages that aren’t performing as well. If you’re looking to make some smart, strategic adjustments to your website pages—without rewriting an entire 100-page library of content—this is a great resource for you.

Each of these three tweaks provide enough of a content plan adjustment that they won’t disrupt your overall strategy but can make a huge impact on your content reach and effectiveness.

Want to learn more ways to increase your content marketing success? Get more school storytelling tips on the Cursive Content Marketing blog, or tweet us at @emilycretella / @blackbaudK12.


About the Author

Emily Cretella

Emily Cretella is a marketing strategist and copywriter who helps her clients create and share stories that make audiences take action. As owner of Cursive Content Marketing, Emily provides consulting, copywriting services and workshops to independent schools and higher education. Read her stories at cursivecontent.com.

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