Boost Your Private School's Enrollment with Content Marketing

Boost Your Private School's Enrollment with Content Marketing

March 8, 2023
(Reading time: 9 - 18 minutes)

As the competition for students and families continues to increase in the K-12 private school market, it's more important than ever for your school to stand out and make a strong impression. Content marketing can help you achieve that goal by providing valuable information and resources to your target audience and establishing your school as a trusted and authoritative source. In this blog post, we'll explore the various types of content marketing that are most effective for K-12 private schools and provide tips and strategies for success.

The Top 12 Secrets to Content Marketing for Private Schools

As I mentioned, competition for attention and enrollment is at all-time highs. The question becomes how you stand out and differentiate yourself against public, homeschool options, online schools, and others schools in your area. The key is to utilize these twelve secrets for content marketing success.

Website

A professional website is crucial to any content marketing strategy for K-12 private schools. A well-designed website is a foundation for all other content marketing efforts, providing potential students, parents, and caregivers with a central location to learn about the school and its offerings. Here are some of the key reasons why a good website is essential for effective content marketing in K-12 private schools:

  1. Credibility and Trust: A professional-looking website with relevant information and a navigation that is easy to use helps to establish your school's credibility and build trust with potential students and their families.
  2. First Impression: Your website is often the first interaction a potential student or parent has with the school. A well-designed website can make a positive first impression and encourage them to explore further.
  3. Accessibility of Information: A good website should provide easy access to important information such as your school mission, programs and courses, facilities, admission procedures, tuition, and more.
  4. Search Engine Optimization (SEO): A well-designed website that is optimized for search engines can help the school reach a wider audience and improve its visibility on the search result pages (SERPs).
  5. Lead Generation: A good website can include calls to action (CTAs) that encourage potential students and parents to take action, such as filling out an inquiry form or scheduling a tour.

Overall, a good website is a critical component of any content marketing strategy for K-12 private schools, providing a central hub for all other content marketing efforts and serving as a vital tool for building credibility, generating leads, and establishing a solid online presence.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is one of the most critical aspects of content marketing for K-12 private schools. It helps schools like yours to increase your visibility and reach your target audience on the search engines like Google, Bing, DuckDuckGo, etc.

Here are some key benefits of incorporating SEO into your content marketing strategy:

  1. Increased Organic Traffic: By optimizing your website and content for search engines, you can increase the visibility of your school's website and attract more organic traffic from search engines. This means that more people will be able to find your school when they search for relevant keywords and phrases, which can lead to more leads and enrollment.
  2. Improved User Experience: One way you can increase your SEO is by optimizing your website's load times, making your website mobile-friendly or responsive, and ensuring that your content is easy to navigate, can improve the user experience for your visitors. All this will help to keep visitors on your website longer and increase the likelihood that they will take action, such as filling out an enrollment form or scheduling a campus tour.
  3. Increased Credibility: Search engines favor websites that are optimized for their users, and ranking well on search engines can improve your school's credibility and authority. By appearing at the top of SERPs for relevant keywords and phrases, your school can establish itself as a trusted resource in the minds of prospective students and their families.
  4. Better Targeting: By researching and targeting relevant keywords and phrases, you can better understand what your target audience is looking for. Armed with this information, you can then build out your content marketing strategy to create content that resonates with your target audiences, such as students, parents, and families, which is more likely to drive conversions.
  5. Long-Term Results: Unlike many forms of paid advertising, the benefits of SEO are long-lasting. Once your school's website and content are optimized for search engines, it can continue to rank well and drive traffic for an extended period, which can help sustain and grow your enrollment over the long term.

The bottom line is that SEO is an important aspect of content marketing for schools. It can help private schools like yours to increase visibility, reach target audiences, and achieve your marketing goals.

Blogging

Regularly publishing blog posts can help attract more traffic to your school's website and improve your website's ranking on the SERPs. Blogging is also an essential component of content marketing for schools because it provides considerable benefits that can help achieve your school's marketing goals.

Here are a few key reasons why blogging is essential for K-12 private schools:

  1. Establishes Thought Leadership: Regularly publishing high-quality blog posts can help establish a K-12 private school as a thought leader in the education space. This can help build trust and credibility with prospective students and their families, leading to increased enrollment and brand loyalty.
  2. Improves SEO: Blogging is an effective way to enhance a school's SEO efforts. Regularly publishing fresh, relevant, and keyword-rich blog posts can help a school's website rank higher in search engine results, making it more likely that prospective students and their families will find the school online.
  3. Engages the Audience: Blogging is an excellent way to engage with prospective students and their families. Blog posts can be used to share news, events, and other important information about the school and encourage readers to engage through social media shares.
  4. Provides Valuable Content: Blogging effectively provides valuable and educational content to prospective students and their families. This content can include information about the school, its programs, and services, as well as educational resources and tips for success in school.
  5. Builds a Strong Online Presence: A regularly updated blog can help create a solid online presence for a K-12 private school. This will help attract more traffic to your school's website, improve its visibility in search engine results, and establish the school as an authority in the education space.

Infographics

Infographics are a great way to present information in a visually appealing way. They can highlight statistics, success stories, and other important information about your school.

Infographics can be an effective part of content marketing for K-12 private schools for several reasons:

  1. Improved Understanding: Infographics represent information that can help make complex or difficult-to-understand concepts easier to grasp. For K-12 private schools, infographics can be used to explain academic programs, admission requirements, and other important information about the school clearly and straightforwardly.
  2. Increased Engagement: Infographics are more engaging than traditional text-based content, as they incorporate images, colors, and other design elements to help convey information in an eye-catching and memorable way. By creating visually appealing infographics, your K-12 private school can attract the attention of prospective students and their families and keep them engaged with your school's brand.
  3. Enhanced Sharing: Infographics are more shareable than traditional text-based content, as they are visually appealing and can be easily shared on social media and other online platforms. By creating informative and visually appealing infographics, a K-12 private school like yours can reach a wider audience and increase your visibility in the areas your pull students from.

Backlinks

Backlinks, also known as inbound or incoming links, are an important part of content marketing for K-12 private schools. Here are some key reasons why backlinks are valuable for your school's content marketing strategy:

  1. Improved Search Engine Rankings: All search engines use backlinks to signal the quality and relevance of your school's website and content. By working on getting high-quality backlinks from reputable websites, you can improve your private school's search engine rankings and increase your visibility in the SERPs.
  2. Increased Referral Traffic: When someone clicks on a link to your website from another website, they are referred to as referral traffic. This type of traffic can be precious, as it often consists of people who are already interested in your school and are more likely to take action, such as filling out an enrollment form or asking for a tour.
  3. Improved Credibility: High-quality backlinks from reputable websites can also increase your school's credibility and authority in the eyes of both search engines and potential students and their families. By appearing on trusted and respected websites, you can establish yourself as a reliable and trustworthy source of information and resources.
  4. Better Targeting: By obtaining backlinks from websites relevant to your school and your target audience, you can reach a broader yet more targeted audience. For example, if your school strongly focuses on arts education, obtaining a backlink from a reputable arts education website can help you reach a targeted audience already interested in your school and its offerings.
  5. Long-Term Results: Like many other aspects of SEO, the benefits of backlinks are long-lasting. Once you have obtained high-quality backlinks from reputable websites, they can continue to drive traffic and improve your search engine rankings for an extended period.

What it boils down to is that backlinks are a valuable component of a comprehensive and effective content marketing strategy for schools. By improving your search engine rankings, increasing referral traffic, improving credibility, better targeting your audience, and achieving long-term results, backlinks can help your private school reach your marketing goals and grow your enrollment over time.

Videos

Videos can be a powerful tool for engaging potential students and their families. Typically, the types you need to have showcase your campus, classrooms, and extracurricular activities, as well as highlight student achievements.

Video is an increasingly important component of content marketing for private schools such as:

  1. Increased Engagement: Video is one of the most engaging forms of content, as it combines audio, visual, and motion elements to create a memorable and impactful experience. By creating educational and entertaining videos, a K-12 private school like yours can attract the attention of prospective students and their families and keep them engaged with your school.
  2. Improved Understanding: Video can help improve understanding of complex concepts and ideas, as it provides a visual representation of information that can be easily understood. For K-12 private schools, videos can be used to explain academic programs, admission requirements, and other important information about the school clearly.
  3. Enhanced Sharing: It is one of the most shareable forms of content, as it can be easily shared on social media and other online platforms.
  4. Improved SEO: Video can also help improve a school's SEO efforts.
  5. Personal Connection: Video can help build a personal connection between the school, prospective students, and their families. Doing so provides a visual representation of the school's environment, staff, and students, which showcases your school's unique qualities. This can also help differentiate you from other schools and build a stronger connection with prospective students and their families.

E-books

E-books are a great way to provide in-depth information about your school, its programs, and its achievements. Additionally, you can offer e-books as a lead magnet to help capture leads from prospective students and their families.

E-books can be a valuable part of content marketing for schools, as they provide several key benefits that can help you achieve your marketing goals:

  1. Thought Leadership: E-books can establish your school as a thought leader in your field by providing insights, best practices, and other valuable information about education and related topics. By creating e-books that are informative and well-researched, K-12 private schools can demonstrate their expertise and establish themselves as a trusted source of information.
  2. Improved Understanding: E-books can help improve understanding of complex concepts and ideas, as they provide a comprehensive and in-depth representation of information. For K-12 private schools, e-books can be used to explain academic programs, admission requirements, and other important information about the school.
  3. Increased Engagement: E-books can keep prospective students and their families engaged with your school's brand by providing them with valuable information and insights about the education your offer. By creating e-books that are both educational and entertaining, your school can attract the attention of prospective students and their families.
  4. Lead Generation: E-books can be used to generate leads by requiring prospects to provide their contact information in exchange for access to the e-book. This is also known as gated content and helps to build your school's database of leads that can be used for future marketing and outreach efforts.

Social Media

Social media is a powerful tool for building school awareness and engaging with potential students and their families. Platforms like Facebook, Instagram, TikTok, and Twitter can be used to share updates, events, and photos.

Social media can play a crucial role in internet marketing for schools, providing several discernible benefits that can help you and your school achieve your marketing goals. These include:

  1. Increased Visibility: Social media platforms provide a large and engaged audience that can be reached with targeted and relevant content.
  2. Improved Engagement: Social media provides an opportunity for K-12 private schools to engage with prospective students and their families on a more personal level. By responding to comments, answering questions, and sharing relevant content, schools can build relationships with prospective students and their families and keep them engaged.
  3. Enhanced Sharing: Social media platforms make it easy for users to share content, which can increase its visibility and reach.
  4. Improved Reputation: Social media allows K-12 private schools to manage and improve their online reputation by responding to comments, answering questions, and sharing positive content about the school. By managing your school's social media presence effectively, you can improve your online reputation and build a positive image in the minds of prospective students and their families.
  5. Cost-Effective: Social media marketing is a cost-effective way to reach a large audience, as most social media platforms are free to use. However, you still need to be aware that social media is "rented land," and while it is "cheap," it isn't a substitute for other methods mentioned earlier.

Student and Parent Testimonials

Student and parent testimonials can be used to highlight the successes and achievements of current students, alumni, and your school as a whole.

These testimonials are a valuable part of content marketing for schools, as they provide several benefits, including:

  1. Storytelling: Testimonials provide a offers for K-12 private school students and parents to tell compelling and engaging stories. By highlighting their experiences at your school and as part of your school community, they can provide a personal and relatable perspective on what it is like to attend the school.
  2. Improved Understanding: Testimonials can help improve understanding of the school by providing a comprehensive and in-depth representation of the school's programs, services, and experiences. For K-12 schools, testimonials can give prospective students and their families a better understanding of what it is like to attend the school and what they can expect.
  3. Increased Trust: Testimonials can help increase trust in the school by demonstrating real-world examples of the school's impact and success.
  4. Competitive Advantage: Testimonials can help a K-12 private school like yours differentiate itself from other options and provide a competitive advantage.

Landing Pages

Landing pages can play an important role in content marketing for schools, as they provide several essential benefits, such as:

  1. Increased Conversion Rates: Landing pages are designed to drive conversions by providing a focused and targeted experience for the user. Using a landing page as part of a content marketing campaign, K-12 private schools can increase their conversion rates because the landing page only focuses on showing the prospective student or parent the specific action you want them to take.
  2. Improved User Experience: Landing pages can improve the user experience by providing a clean and uncluttered environment for the user to engage with the content. By removing distractions and focusing the prospect's attention on the desired action, landing pages can help improve the user's experience and increase their likelihood of taking the desired action.
  3. Enhanced Tracking: Landing pages provide a platform for private schools to track and measure the effectiveness of their content marketing campaigns. Schools can use tools like HubSpot and Google Analytics to track metrics such as page views, conversions, and bounce rates to understand their performance and make improvements as needed.
  4. Lead Generation: Landing pages can be used to generate leads by requiring prospective students and their families to provide their contact information in exchange for access to content.

Local Landing Pages

Local landing pages can be particularly effective for K-12 private schools that serve multiple geographic locations, as they provide several essential benefits, like:

  1. Increased Relevance: They can provide a more relevant and personalized experience for prospective students and their families by highlighting their area's specific programs, services, and experiences. This can help increase the relevance of the school's content marketing efforts and improve engagement with the target audience in a geographical area.
  2. Improved Local SEO: Local landing pages can help the school with local SEO and rank higher in local search results by including keywords, location-specific information, and other relevant content.
  3. Enhanced Location Awareness: These pages can help your school improve its location awareness with information on your physical location, hours of operation, and contact information.
  4. Improved User Experience: By tailoring content to specific geographic locations, schools can provide a user experience that is more relevant and engaging, which can increase the likelihood of prospective students and their families reaching out for more information or to take a tour.

Paid Ads

Google Ads on the Google Search Network or Pay Per Click Ads (PPC ads) can be a valuable tool for K-12 private schools as part of their content marketing strategy, for instance:

  1. Increased Reach: PPC ads allow schools to reach prospective students and their families actively looking for private education options on Google or other search engines. This can help schools reach new audiences they may not have been able to reach through other marketing channels.
  2. Targeted Advertising: Google Ads provides a way for schools to target specific audiences. By using demographic information, location data, and other targeting options, schools can display their text ads to the most likely interested users.
  3. Measurable Results: Google Ads provides a wealth of data and analytics that allows schools to measure the effectiveness of their advertising campaigns. By tracking metrics such as impressions, clicks, conversions, and cost-per-click, schools can understand how their advertisements perform and make adjustments to improve their results.
  4. Cost-Effective: Google Ads provides a cost-effective way for K-12 private schools to prospective students and families.
  5. Quick Results: With the ability to create and launch campaigns in a matter of minutes, schools can start seeing results from their advertising efforts almost immediately.

Social Media Ads

Social media advertising can be a beneficial component of a content marketing strategy for schools. Benefits include the following:

  1. Increased Reach: Social media ads allow schools like yours to reach a targeted audience on social media platforms such as Facebook and Instagram.
  2. Targeted Advertising: You can also target specific audiences using demographic information, interests, and other targeting options.
  3. Integration with Social Media Strategy: Social media advertising can be integrated with a school's overall social media strategy, allowing you to reach potential students and parents through various channels. Private schools like yours can achieve a more comprehensive and effective marketing approach by combining organic social media efforts with paid advertising.

Final Thoughts

In conclusion, content marketing is essential to a comprehensive and effective marketing strategy for schools. By providing valuable information, resources, and insights to your target audience, you can establish your school as a trusted and authoritative source, improve your search engine rankings, drive enrollment, and reach your marketing goals. By implementing these strategies and continually refining your approach, you can stay ahead of the competition and grow your school for years to come.

If you're ready to take your school's content marketing to the next level or want to learn more about how I can help, don't hesitate to contact me. My team and I are experts in content marketing for schools, and we are here to help you achieve your goals and succeed in the competitive world of K-12 education. Contact me today to learn more and schedule a FREE consultation.

Adam Bennett

Written by:  |  March 8, 2023

Adam is the president and founder of Cube Creative Design and specializes in private school marketing. Since starting the business in 2005, he has created individual relationships with clients in Western North Carolina and across the United States. He places great value on the needs, expectations, and goals of the client.

See Adam Bennett's' bio: cubecreative.design/about/adam-bennett