How To Make Sure You're Writing High Quality Content For Your Website
Published on 07/06/17
Writing content for your school's website, prospectus or any other marketing material for that matter, isn't an easy task. It's important to review and update content annually, whilst continually adding to content on your news feeds, calendars and social platforms. But how can you be sure that the content you are creating is distinctive, appealing and better than average?
What good is a content strategy if your website isn't optimised fully for inbound marketing and user experience?
Ask yourself the following questions, before you write or publish anything, to ensure your content is truly worthwhile for each of your individual audience segments.
Is it useful?
Content of the highest quality has something to offer its audience. It is worthwhile and helpful in some way and directly responds to the reader's challenges and interests.
This information isn't content you want to share, it's information your audience wants you to share.
For schools, this means you have to firstly understand who you are speaking to, what information they are seeking and then determine how you can provide it to them in the most effective way.
Before you put pen to paper (or fingers to keyboard) on any piece of content, the best way to ensure you'll produce high quality content is to define at least two to three benefits someone would gain from your piece of content.
Is it relevant?
Each piece of content you write should be directed towards a specific audience segment and respond to their wants and needs. Once you have identified your audience, you should be able to clearly address and respond to their challenges and interests.
Outline the purpose of your content and ensure it matches the distribution channel you are posting it on. Keep in mind that a parent of a child in year 7 probably won't appreciate receiving emails from you regarding a parents evening taking place for students in year 10.
You should use audience segmentation to divide your stakeholders into smaller segments based on specific criteria.
Is it timely?
Are you reaching the right reader in the right moment. This is particularly relevant for schools in regards to the information each of your audience segments are going to be interested in.
Creating a content promotion calendar will not only help to organise where and when you will need to post content, but also clearly demonstrate specific timely events to discuss throughout the year.
This will help you to prepare content in advance whilst ensuring you don't miss any key events, days of note or holidays.
Bear in mind, if your content is an awareness piece (e.g. reaching out to potential parents and students of your school) you will need to think about where this audience segment may first come across your school's brand.
If you are delivering content on a social media platform, you can explore new and creative ways of delivering your messaging. Videos, image quotes, or GIFs are great ways of making your posts stand out on the social feed's of your audience.
Email is a bit more personal, so your message should be highly customised to the individual who's receiving it by including their name or other pieces of information they have shared with you.
What its purpose?
You shouldn't ever be writing content for the sake of it. It should achieve something; whether that's to encourage prospective parents to enroll their children at your school or to inform existing parents of recent community news.
This will also help you measure the success of your content.
The important thing to keep in mind is that each message you create to help promote your content, is like an invitation for your audience members to engage with your school.
If you are not aware of the purpose of your content, you're simply producing content - you're not content marketing.
- Is it building brand awareness?
- Is it increasing your leads, opportunities or sales?
- Is it helping you gather data or subscriptions?
- It is converting prospective parents into leads?
- Is it strengthening your offering, values, ethos and customer loyalty?
The aim of this post is to outline everything you need to consider when you're writing content for your school's marketing; whether this is your website, prospectus or any other promotional material.
A content strategy is designed to provide you with all of this information in a single guideline document. Backed by data, our content strategy service will go through the process of understanding your audiences, creating a moments map to demonstrate the conversion process and also identify topics and content ideas for each area in your stakeholders conversion journey.