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.