Content marketing is the use of blogs, guides, videos, case studies, and other useful resources to engage school decision-makers. It helps position your business as a trusted expert in education, while supporting wider marketing goals such as SEO, building an email list, and nurturing leads. High-quality content can fuel education marketing email campaigns, engage teachers on social media and increase conversions on digital advertising campaigns. As inbound marketing, it helps attract people to you, without directly selling.

A good content marketing strategy focuses on what really matters to your target audiences in schools and helps them solve their problems. It aligns with your areas of education expertise and is usually built around content pillars and what’s needed at different stages of the sales journey. You might create some ‘how to’ blogs for teachers looking to address a particular educational need, but when it comes to a school leader deciding what solution to buy, a video testimonial demonstrating your educational impact could be a key convincer. And of course, effectiveness is measured and adjusted to increase impact and results.

Start by reviewing how your content aligns with each stage of the decision-making process, from raising awareness to supporting final decisions. Make sure you’re creating content for different types of buyers, not just one audience. For example, a teacher may start researching solutions, but a deputy head may then compare different suppliers. Use metrics like engagement, click-through rates and cost per lead to assess performance, and compare against education industry benchmarks. Regularly reviewing what’s performing well (and what’s not) will help you spot gaps, hone your content and get better results over time.

Content marketing supports every stage of the sales journey (or ‘funnel’), when you’re planning a campaign to schools. Content can be used to guide school decision makers from initial awareness through to enquiry and beyond. Blog posts, videos or social content can help raise awareness and spark interest. Guides, case studies and email sequences help nurture interest and build trust. Further down the sales journey content like product explainers and testimonials demonstrating education impact, can help decision-makers feel confident and ready to take action. Content can also help retain customers and build advocacy too, such as product support videos or exclusive content.

An education marketing agency can help you plan, create and promote content that speaks directly to school decision-makers. From campaign planning and shaping your strategy and messaging, to producing blogs, case studies, videos or guides, they bring sector knowledge and creative skill. Agencies can also get your content in front of the right people in schools, through digital advertising, email campaigns or organic social media, and will also measure what’s working.

We offer a full range of content marketing services tailored to the education sector. That includes strategy development, messaging, and content planning to help you reach the right people in schools, whether it’s senior staff, teachers or MAT leaders. Our team also creates a wide range of content, from blogs, downloadable guides and thought leadership pieces, to videos, email sequences and case studies. We bring our deep understanding of how schools buy and what kind of content actually connects. We combine sector insight with creative expertise to make sure your content delivers real value and supports your wider marketing goals.