Just like your IE page, the blog is also a means of dissemination for your business, only more complete, because it manages to create connections, disseminate relevant content and solve doubts from your potential students.
Thus, for these reasons, a large part of the educational market is present in the online medium. So if you don’t have a blog yet, do not stop reading this post to create it.
On the other hand, if your IE already has a blog, we can take the next step and go directly to content creation.
This is one of the great challenges that institutions face, since many have no idea how to produce these posts or do not know how to make a published text achieve the desired results.
Do you want to learn how they should be done? Here are some tips for crafting good educational content:
1. Understand your content model
First, we need to understand the differences between a academic content, which is the model most used internally by IEs, and the performance content, which is the ideal type of content to be disclosed on your blog.
The academic content presents the topic being treated very well, but it is not concerned with making the reading pleasant for the reader or facilitating its understanding. This type of text is not built with the reader in mind or in solving the doubts that he has.
A graduation thesis is a good example. It is made according to universal academic rules, it is extensive and difficult to understand for those who are not familiar with the subject or do not belong to the medium.
A performance content, as the name itself indicates, needs to show a performance, which can be positive or negative. Since what we want is to improve the results of your institution, we need to guarantee that the texts produced are attractive, easy to read and understand, relevant and that arouse interest in other materials on the blog.
2. Get to know the person at your institution
The performance content, in addition to presenting the characteristics mentioned above, also needs to offer knowledge for the one who is reading. That is why before writing it is necessary to know if the information you want to convey is in accordance with what the reader is looking for.
For example, a text about specialization courses, such as postgraduate degrees, is not an interesting topic for a student who has recently graduated from high school and is thinking about choosing a career.
And for this, it is important to meet the people who can become future students of your IE. Discovering their challenges, desires and possible interests is essential for the creation of relevant materials.
And if we add the data obtained with what we already know about current students, it will be possible to create the person of our institution.
With her in mind, building more engaging content will be much easier!
3. Engage your students and teachers
Now, we already know the model of the content that we need to build and to whom we are directing the text. The next step is to define who will be the people involved in the creation of those materials.
We already mentioned earlier that academic content is produced daily within the faculties. That is to say, the necessary knowledge for the topics that will be addressed in the institution’s blog, are already subjects dominated by several students and teachers.
That is why you can train them to become:
- Evaluators of materials disclosed on the blog, giving their opinion on what may or may not be interesting for the built person;
- even in writers, in case you choose to do the content internally.
If the latter option does not appeal to you, there is still the possibility of commissioning the production to third parties. Are you interested? Then talk to our consultants and discover the best option for your IE.
4. Apply the best techniques
A performance content seeks a positive result. For that, there are some techniques that you can adopt to improve that performance even more. For example:
Create eye-catching titles
Getting a reader’s attention is not an easy task with so much content available out there. And the title is the first impression that he will have, because if you want to increase your chances of being seen by the reader, create titles that attract his attention.
Optimize your materials
Do you know the meaning of the acronym SEO? They refer to the expression Search Engine Optimization, which is the optimization process to improve the positioning of a page in online search engines such as Google, Yahoo, Bing, etc.
This technique is important to give more prominence to your blog, in the end if you appear among the main results of those search engines, you will have more opportunities to be visited by more people.
There are some actions that can be performed to improve the optimization, such as:
- Choose the keywords that go according to the way of speaking of the person of your IE;
- Use the chosen keywords in the title and throughout the text of the content produced, in a natural way;
- Insert external and internal links in the materials, according to the rules of link building;
- Adopt a responsive design, so that your blog can be read without problems on any device.
Make your content scannable
Being scannable is offering content that is easy to read and that draws the reader’s attention due to its structure in:
- short paragraphs;
- use of subtitles;
- Presence of images throughout the text;
- Lists and topics that facilitate reading;
- Expressions highlighted in bold and italics.
Adopt clear language
The text should be easy for the reader to understand, so don’t use fancy words. The simpler in that sense, the better.
argue with data
To gain more credibility, you can use data, statistics, studies, and testimonials from authority figures on the subject to help your argument and, consequently, increase your chances of convincing the reader. Professors at your institution are a good source!
Give the reader a next step
Each content produced has a purpose, therefore, it makes it clear what it is, so that there are no doubts. For example, the publication in which you seek to convince a potential student to enroll in the selection process, you need to present a call inviting them to enroll.
These are some of the techniques that can be used to improve the performance of content. To apply them it is necessary to pay close attention, analyze the results obtained by adopting them, try better options in your IE blog, make the necessary adjustments and continue testing.
Learn how to make a complete content strategy for your educational institution by downloading our ebook on the subject!