Check out 5 points that show how the Blog of an Educational Institution can be a great Digital Marketing strategy!
A democratic space for knowledge exchange. This is one of the blog explanations that can already be considered fundamental for those who work with education and see in this environment the constant search for bringing together those who want to learn from those who can teach, in an increasingly personalized and horizontal way.
For some time now, the blog has been considered by some institutions as an extra tool in the teaching and learning process, but in practice there are still few educational institutions that explore this knowledge exchange channel, which is valid for both relationships. Institution-students and the institution-market relationship.
And the importance of creating a blog in education lies precisely in understanding how to exploit this communication tool to benefit both the teaching practice and the institution’s position in relation to its target audience, with the help of Inbound Marketing.
In order to show that the blog is not an instrument of teacher control or an environment for recording actions pertaining to the school in Blue World City only, but rather the possibility of working with content both with those who are already a student of the institution and with those who may become a student, we list 5 points that allow us to explore this tool far beyond the superficial consensus and that show the importance of the blog for Educational Institutions.
1 – The blog is a communication tool for topics of common interest
Forget the image that the blog in education can only be used to discuss the topic of a subject or pass messages from the institution or teacher. It can even be used for that, but that kind of use is a waste.
In the classroom or in a teaching and learning environment, use the blog to develop subjects related to a topic that comes from a complementary interest to the students’ study. The subject covered should be interesting for both the writer and the reader, as this makes the content flow better and adds more knowledge. When authorship is shared between institution and students, the academic increase is even greater.
The principle of relevance of the themes is also valid, and a lot, when the blog is used in Inbound Marketing strategies. Once you understand who the persona of your Educational Institution is, publish content that you have control over and that your target audience will be interested in.
Use the blog as an attraction tool throughout your student’s purchase journey, working on topics that put your IE in evidence, but mainly add value to those who will access it.
The blog can be one of the main channels of communication with your future students, so to help produce content along the shopping journey and enhance the importance of this tool for education companies, check out the post on how to create content based on the journey of purchase of your persona.
2 – Keeping a blog updated and with quality content ensures it stands out in your area of expertise
The greater the exchange of knowledge and the more reach the contents of your blog have, the more responsibility in relation to your authority on the subject you will have. This aspect is extremely important and sensitive, since what is made available on a blog is open to both criticism and positive feedback.
That’s why quality is fundamental, and in the educational context it gains even more strength. Education is a sector that bears the weight of social transformation, preparation and qualification of people. When an institution proposes to share knowledge in the form of posts, these are the gateway to the teaching and learning model it offers. When your prospective students see your institution as an authority in the education market and a reference in their areas of interest, they trust more and are more willing to invest in your courses or academic program.
Make updating and maintaining the blog part of your Educational Institution’s Marketing and Management Planning, so this tool will not be left out with the excuses of lack of time or issues difficulties, which may appear during the two months in their IE and hinder the work of authority before the market.
3 – The interactivity of a blog is attractive both for students and for those who have not yet chosen their Educational Institution
The student’s protagonism is a path defended and put into practice in the educational environment with increasing strength, regardless of the institution’s segment or format.
If you are the sponsor of a College, dean of a University or manager of an Institution of Open Courses in the distance learning modality, for example, you have certainly come across this trend and you know that students are looking for more space to argue and complement the information delivered to them.
With spaces for comments on the blog, this type of exchange is facilitated both for students with the professor and for Leads with the institution. Within the context of the class, time may not allow discussions that complement the central theme to expand enough for all the sharing of relevant information. Keeping a blog that allows this type of interaction only adds to the construction of knowledge.
With the focus on Inbound Marketing, the interactions of the public in the blog comments are one more step in maintaining the relationship with potential future students. That’s why it’s so important to keep the blog alive and dynamic, since this sharing of ideas through comments will also make it possible to extract themes for new posts, learn more about the experiences of your institution’s audience and improve actions taking into account the feedback from current and prospective students.
4 – The blog is a study tool for both students and Leads and authors
Since the blog is a channel that puts to the test the conceptual mastery of the themes published in it, for those who write, it is essential to be constantly updated to ground the materials that will be made available.
This channel takes both students and teachers out of the comfort zone when used with shared authorship. If the proposal is complementary to traditional curriculum initiatives, the study of auxiliary themes will be a fundamental part of this dynamic and learning will be shared between authors and spectators.
With the use of the blog for the relationship between the institution and the target audience, the responsibilities and advantages have the same weight as the didactic use, since the intention is to share knowledge and pertinent information with future students.
To be relevant within the education market, the institution must keep up-to-date in relation to the needs of its people and trends for the educational environment in which it operates. And even when the subject of the publication is a specialty of IE, the power of synthesis and revision will also be a form of study. Thus, the content offered educates the Lead and also extends IE’s authority over the pains of its future students.
5 – It is a channel for consultation throughout the student’s purchase journey that helps in closing enrollments
The potential student at your institution is not always ready to enroll in it. When he is looking for possibilities for his educational future, the blog can be the best consultation channel about what his IE can offer and the space for interaction and continuous contact, covering the entire purchase journey until the enrollment closes.
This type of relationship is interesting and functional on a blog because, unlike billboards, pamphlets, paid media and ads on social networks, this tool concentrates all published content and allows you to search even for old materials, that is, there is no deadline validity does not even need continuous financial investment for the student to see the contents when accessing this channel.
Bonus: How to blog in different types of IE
Basic education schools
A project developed in the classroom can start a blog that also serves to feed the interests of students who are not yet part of that institution. An example are some blogs created for critical reviews of literary works used in high school. Even though this is not the school’s main blog, it is one of the channels that can attract students who want to learn more about the subject and discover their IE.
The use of blogs by Higher Education Institutions can be an excellent gateway for prospective students who want to find out more about the job market and the following career options. When the focus is on graduate studies, the blog is a channel for the possibility of targeting increasingly specific topics. A blog that only deals with diseases that affect the eyes will probably be a lure for potential students to discover a Specialization course in Ophthalmology.
The diversity and flexibility of open courses provide even more options for the institutions that offer them. For example, a music school blog can cover topics ranging from new bands to unknown musical instruments, depending on the persona it targets.
The importance of the blog for education goes far beyond an option to complement traditional activities in educational environments. This tool allows for growth between the institution’s interaction with its students, assisting in methodologies that value the student’s protagonism in the most different institutional formats and expand the range of complementary discussions to curricular themes.
For the Educational Institution, the gain is not just in the relationship with its students. The blog is a powerful tool for Digital Marketing strategies, which works as a channel for initial attraction and also for maintaining the relationship with IE Leads.