Because A+ innovation deserves A+ content.
These days, education is hardly limited to classroom learning — from small online tutoring services to EdTech giants, many businesses are working hard to put knowledge in the hands of the people, no matter where in the world they may be. Here’s why a dedicated brand publishing strategy is precisely the boost you need to take your education-focused company to the next level.
What Education Vendors Have to Learn About Brand Publishing
In order to be taken seriously as an education vendor in today’s tech-reliant economy, you’ll have to do more than just flash your credentials. By increasing your online presence, you can stake out a claim in your individual sector of education tech. The immediate benefit? You can establish your educational expertise while simultaneously demonstrating your understanding of the nuanced opportunities afforded by the internet, beyond just serving as a platform to turn in assignments.
A brand publication will do more than just drive traffic to your site. Imagine, for example, that you could convince decision-makers at the district level that you are the preeminent authority on a particular challenge they face (e.g. increasingly complex IT operations and data security). You might convince them to sign up as a client for the long-term, significantly boosting your bottom line and your base of loyal customers.
Reaping the Benefits of Your Research
First and foremost, you should aim to do two things with your brand publication:
- Define your editorial beat (e.g. the future of education technology, like wearables, makerspaces, and VR)
- Write about it. A lot.
Of course, before you start writing, you’ll have to define your target audience. For vendors in the education space, it’s best to target to an audience of decision makers. Sure, there’s no harm in convincing teachers that you could make their lives easier or make them better at their jobs, but remember that it’s ultimately up to the principal, superintendent, board members, etc. to decide how a school district’s budget is allocated. For that reason, focusing on long-form, authoritative B2B content that appeals to other industry experts may be your best bet.
Don’t Forget to Do Your Homework
Before establishing your own brand publication, it can be incredibly useful to consider where other preeminent education vendors have succeeded (or stumbled) in their content strategies. Take Vinson Consulting, for instance. Rather than constantly pushing out short-form content, their publication consists of quarterly, authoritative white papers. By consolidating their output into a series of well-written, meticulously researched papers (alongside a few thoughtful blog posts), Vinson is able to spread brand awareness among high-level education professionals (i.e., their target audience).
Meanwhile, companies like Magoosh have found success with a different approach — by creating a specialized blog for every test subject they offer, they’ve widened their net, providing every possible consumer with content that might suit their interests.
Despite these seemingly disparate approaches, Vinson’s and Magoosh’s strategies have a crucial element in common: both reflect the companies’ unique marketing goals. Whether you’re looking to elevate your brand or improve visibility, your publication will put your company ahead of the curve.
Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.