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Content planning can be overwhelming. Knowing what to post and when to post it is key, but is something many struggle with. All posts have different life-spans and all platforms are used for different reasons.
Average life-span value of posts
These are the average life-spans of posts for the different digital marketing platforms, knowing this can help you create the most impactful content for your channels:
- Website: 1-2 year value
- Instagram: 48 hours (first 6 hours have the highest engagement)
- YouTube: 20 days
- Facebook: 6 hours ( first 2 hours have the highest engagement)
How your school appears online can be the 'make or break' for prospects; impressions can be subjective so staying coherent and consistent is best to make lasting impressions.
For the education sector the number 1 digital platform for prospects is your website. People trust that your website will be a professional space which offers factual and informative depictions on life at your school. You probably already have an optimised website, but are you using it to the best of its ability?
What is your school's value proposition?
Staying focused is key when creating content. What environment do you want your school portray online? Are you 'talking' to your prospective students and their families with your language and images? Finding the right balance between informal and informative can be tricky.
Consider forward planning, a month or more in advance, so you can batch create content and then disperse it throughout your digital platforms in a way that will help you meet your goals. Starting with around 4 content pillars which give a generalised overview of what to include to ensure you create a good balance to keep your audience engaged.
Content pillar ideas, where to start:
- Motivational
- Educational
- Entertaining
- Informative
- Organisational
- Personality
Where can prospects find your school online?
Social media platforms are constantly evolving and becoming widely used in the professional industry this would be the next step to build a digital presence. This could include any platform including; facebook, Twitter, LinkedIn, Instagram, Pinterest, TikTok and more.
Potential digital expansion opportunities:
- Social media platforms
- School location listing
- Digital advertising
- School digital listing
If you’re reading this and know your school has a large digital presence; is it being optimised and formatted in a way which reaches the desired audience? Are you utilising SEO and key words in the most desirable way?
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