Sunday, August 30, 2015

The Year of Useful Content: 3 Ideas to Spark a Content Marketing Revolution in Your District



Do parents in your district yawn every time the same old newsletter hits their inbox? What do they truly crave?

For the second year in a row at the annual NSPRA conference, I heard experts in the field of school public relations say the most important thing to parents is that they feel they made a confident decision in the educational choice for their child.  They want justification that they are good parents.

It is our job to convince them they have made the best decision choosing our district and choosing public education.  They need our help.

The content Marketing Institute defines Content Marketing as:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

3 Ideas to Get Started with Content Marketing


1. Start a Blog


Don’t write about the cool things happening in your district. You can do that in other places. In the Content Marketing World, a blog ‘s purpose is to help, not advertise the bake sale.

Create a blog that helps your parents and students.  Have a blog post that offers reading strategies for kindergarteners.  Or maybe give your parents the 20 indicators of a gifted child.

The point is, you need to be useful.  Give your parents content they will want to read. Give them content they will want to share.

2. Produce How-To Videos


Lowe’s does an awesome job with their how-to series on home design and remolding. You can do the same thing with education.

Create a video called How-To Teach Your Child Simple Algebra.  You could also create a video series for pre-school parents on How-To Prepare Their Child Kindergarten.

The possibilities are endless.  Figure out what your parents want or need help with, and give it to them in the form of a video.

3. Start a Podcast


Podcasts are making a comeback. Your parents need something to listen to when they are driving to work.

You can create a podcast where you interview teachers. They can give advice on how to navigate the elementary to middle school transition.  You could also have a podcast featuring high school counselors focusing on the college admission process.   

Think of your audience’s pain points, and then help them with their problems.

What's the Point?


The whole point of these examples is to help your parents and students.  Give them useful content they can use to be successful.  In the end, you will become the expert that they will trust. They will follow you anywhere.

There are hundreds of ideas you can create. Jump on the Content Marketing bandwagon and start helping.

Do you have other ideas? Leave them in the comment section below. 

Sunday, August 23, 2015

6 School PR Pros You Should be Following



Twitter is a great resource to network and find valuable information on School PR and Marketing. I pick-up so many great tips for my district each day on the social media platform.

Here is a list of my TOP 6 SCHOOL PR PROS I read each day:

1. Kristin Magette, @KMagette
    Eudora School District

Kristin is one of the leading authorities on social media for School PR.  Her new book, Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity, is a must read for districts trying to navigate the ever expanding world of social media.

Kristin's Website and Blog


2. Delania McCormack, @delainanicole
    Metro Washington D.C. School District

Delania is a PR specialist that specializes in digital design, email coding, website content, marketing and sometimes photography. Her tweets are a valuable source for any school district looking to improve their PR and marketing efforts.

Delania's Blog 

 
3. Shane Haggerty, @ShaneHaggerty
    Educator, School PR Consultant

Shane serves as the director of marketing & technology at Tolles Career and Technical Center, a career-tech school district that serves Madison, Union & Franklin County school districts in Central Ohio. Offers great tips in all things PR & social media.

Shane's Website

 
4. Dane Dellenbach, @BBDaneDell
    School PR Pro/Inventor

Inventor of ParentLink and Sociability. Founder of #K12PRchat. Dane gives great advice to his Twitter followers.  I always want to check to see what he is saying each day I get on Twitter.  Make sure to join #K12PRChat next chat.

Dane's LinkedIn

 
5. Tom Jackson, @TomJacksonPR
    Communications Strategist

Tom's blog is a great resource for PR professionals.  His tweets offer great insight and conversation for all school PR pros.  Being a baseball fan like myself does not hurt. I enjoy his commentary on the LA Dodgers. Go Kershaw.

Tom's Website and Blog

 
6. Brian Nicol, @bsnicol2
    Howard-Suamico School District

Brian's new blog is a breath of fresh air in the world of School PR. He gives insight as someone new to the School PR arena. He is an up and comer and is always tweeting valuable information. I see great things from this School PR newcomer.

Brian's Blog