The Power of Content Marketing: How to Attract and Enroll Students

4 min read
minute read
March 20, 2024

In today's competitive educational landscape, public schools face a unique challenge: attracting and enrolling students in a world saturated with information and choices. While traditional marketing methods can be effective, they often fall short in the digital age, where parents and students increasingly turn to online resources for information and decision-making. This is where content marketing comes in.

What is Content Marketing?

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – in this case, prospective students and their families. It's about providing informative and engaging content that addresses the needs and interests of your target audience, ultimately nurturing them through the admissions funnel and converting them into enrolled students

Benefits of Content Marketing for Public Schools

Creating a successful content marketing strategy requires careful planning and execution. By implementing a content marketing strategy, public schools can reap several benefits:

  • Increased brand awareness: Content marketing helps get your school's name out there and establish it as a thought leader in the community.
  • Improved SEO: Regularly creating high-quality content can improve your school's search engine ranking, making it more visible to families searching for schools online.
  • Enhanced credibility and trust: By providing valuable and informative content, you can build trust with prospective families and establish your school as a highly credible educational institution.
  • Targeted outreach: Content marketing allows you to tailor your message to specific audience segments, such as families with children of different age groups or those interested in particular programs or activities.
  • Boosted enrollment rates: Effective content marketing can nurture leads through the admissions funnel, ultimately increasing your school's enrollment rates.

The Enrollment Funnel: A Content Marketing Framework

The admissions funnel represents prospective families' journey from initial awareness to enrollment. By understanding the different stages of the funnel and tailoring your content strategy accordingly, you can effectively guide families through the decision-making process.f

1. Awareness Stage: Attract and Educate

The top of the funnel is all about attracting potential students and their families. This is where you want to create content that raises awareness of your school and its offerings. Here are some content ideas for the awareness stage:

  • Blog posts: Share informative articles about your school's curriculum, extracurricular activities, unique programs, and achievements.
  • Social media content: Use engaging visuals and captions to showcase the school's culture, events, and student life on platforms like Facebook, Instagram, and Twitter.
  • Community events: Host open houses, information sessions, and other events to connect with prospective families and provide them with a firsthand experience of your school.
  • Video testimonials: Feature positive video testimonials from current students, parents, and alumni to showcase the positive impact of your school.

2. Consideration Stage: Nurture and Engage

Once potential families are aware of your school, you need to nurture their interest and provide them with the information they need to make an informed decision. Here are some content ideas for the consideration stage:

  • E-books and white papers: Offer downloadable resources that delve deeper into specific topics of interest to parents, such as your school's approach to academics, social-emotional learning, or college preparation.
  • Virtual tours: Create interactive virtual tours of your school facilities to allow families to explore your school from the comfort of their homes.
  • Case studies: Showcase success stories of your students and alumni to demonstrate the positive outcomes your school can achieve.
  • Webinars and online events: Host online events featuring teachers, administrators, or experts on relevant educational topics to engage prospective families and answer their questions.

3. Decision Stage: Convert and Enroll

The bottom of the funnel is focused on converting interested families into enrolled students. Here are some content ideas for the decision stage:

  • Admissions process guide: Create a clear and concise guide that walks families through the admissions process step-by-step.
  • Financial aid information: Provide comprehensive information about scholarships, financial aid options, and tuition costs.
  • FAQs: Address frequently asked questions about your school, admissions process, and student life.
  • Testimonials and reviews: Encourage current parents and students to share their positive experiences with your school through testimonials and online reviews.
  • Personalized communication: Once families have expressed interest, follow up with personalized communication to address their specific needs and concerns.
teacher with parent and student at enrollment

Content Ideas for Public Schools

Here are some specific content ideas that public schools can use to attract and engage prospective families:

  • Blog posts about:some text
    • The school's curriculum and academic programs
    • Extracurricular activities and clubs
    • The school's faculty and staff
    • Student success stories
    • Tips for parents on choosing the right school for their child
    • Common challenges faced by parents and students, and how the school can help
  • Videos about:some text
    • School promotional videos
    • A day in the life of a student at the school
    • Virtual tours of the school facilities
    • Interviews with teachers, parents, and students
    • Extracurricular activities and events
  • Infographics about:some text
    • The school's academic performance data
    • The benefits of attending the school
    • The school's diversity and inclusion initiatives
  • Social media content:some text
    • Share photos and videos of students engaged in learning and activities
    • Post updates about upcoming events and news
    • Run contests and giveaways
    • Respond to comments and questions from followers

Partnering with SOLVED to Amplify Your Content Marketing Efforts

SOLVED is a leading provider of digital services for schools in NYC and Texas. We understand the unique challenges faced by public schools and are committed to helping them achieve their enrollment goals. We offer a wide range of services to help you develop and implement a successful content marketing strategy, including:

  • Content creation: Our team of experienced writers and designers can create high-quality content that resonates with your target audience.
  • Website design and development: We can help you create a user-friendly and mobile-responsive website that serves as the hub for your content marketing efforts.
  • Digital marketing services: We can help you promote your content through social media, email marketing, and other channels.
  • SEO optimization: We can help you improve your website's search engine ranking so that your content is more visible to prospective families.

By partnering with SOLVED, you can leverage our expertise and experience to create a comprehensive content marketing strategy that will help you attract and enroll more students.


PIn today's competitive educational landscape, public schools need to be proactive in their marketing efforts. Content marketing is a powerful tool that can help you build relationships with prospective families, increase brand awareness, and ultimately boost your enrollment rates. By implementing a well-defined content marketing strategy and optimizing your admissions funnel, you can ensure your public school stands out and attracts the students it deserves.

SOLVED Shorts Logo

Mini Clips