A corporate blog is one of the most effective marketing tools that can help promote a language school, attract new students and establish authority in the industry. In the digital era, valuable and engaging content makes your school visible online.
Why is it worth running a language school blog? What mistakes should be avoided? And what should you pay particular attention to for the blog to bring real benefits? That’s what today’s article is about!
What will you find in this article?
- Why is it worth running a language school blog?
- How to run a language school’s blog?
- The most common mistakes in running a language school blog
- Summary – how to run a language school’s blog
Why is it worth running a language school blog?
A language school blog is not just a means of promotion but also a powerful educational and marketing tool. Why should you invest in it?
A bridge between the school and clients
A blog is a place where you have a great opportunity to communicate informally with your students. You must remember that different groups of clients visit here: those who have already used your services and those who are still undecided about purchasing a course.
A blog serves as an excellent bridge between the school and these groups. The posts you publish should bring listeners closer to your school, build relationships, and persuade the undecided.
Remember! Good content encourages interaction: comments, shares, and further discussion. It’s a way to create an engaged community around your brand.
Builds an expert image
Regularly publishing valuable content means that your school becomes an expert in its field. Users are more likely to trust a company that shares knowledge and demonstrates its competencies. It’s worth remembering that building an expert image also influences student loyalty.
Through your blog space, you have the chance to confirm this. Specialisation is valued today, so remember to specify your target audience. You should not discuss the topic of lessons for children if you only conduct in-company courses… unless you are teaching the employees’ children in the next room.
Audiences treat blogs as a reliable source of information, so write about what you know best and what is most closely related to your specialisation.
Enhances search engine visibility (SEO)
Frequently updated sites are favoured by Google. What does this mean? Thanks to new, valuable content on the blog, you can raise your website’s position in the Google search engine for selected keywords.
In other words, audiences can easily find your school by typing a topic into the search engine, e.g. How to quickly learn idioms?
If they like the article, they will gladly like it or share it on social media, which will further enhance its value and ranking in Google.
Read more about SEO in the article: how to use SEO in a language school in 8 steps!
How to run a language school’s blog?
Useful articles, interesting videos, or well-designed infographics will reach the client faster and convince them more than dry advertising or a leaflet.
Therefore, get to know the basic principles of building a blog and running it.
Audience and content
As I mentioned above, first consider the audience of your blog. It depends on them what content you will publish. If your offerings include courses for different age groups, strive to balance the topics targeted at each group.
Do not limit yourself solely to articles; publish infographics, podcasts, videos, or case studies. Remember to ensure that the entries are useful to the audience and even solve their problems.
When conducting corporate courses, the language should be more subdued, whereas when writing content for teenagers, you can afford a more relaxed tone.
Under no circumstances should you copy content from other places on the internet, as this does not support SEO, and if you do, be sure to cite the source.
Tip! Properly describing personas in a language school will allow you to reach the right audience more effectively and create stronger school-listener relationships.
Domain
This is the unique address for your blog, essentially the space you purchase on the Internet of which you are the owner.
A common practice for language schools is running a blog on the domain and website of their school e.g. www.languageschool.com/blog, which is certainly not a bad idea.
This allows the school’s site to appear for many keywords (words through which Google users find a given website) and thus attracts new audiences, not necessarily those interested in purchasing a language course.
Another solution is creating a blog on a subdomain, as in the case of our blog: _[www… A positive aspect is that on such a blog, you can cover more topics that go beyond the keywords for which you position your school’s website.
Thanks to the subdomain, you also have the opportunity for more precise remarketing, meaning you can gather contacts of people who visited the blog and send them personalised offers (not necessarily sales-oriented, as in the case of your school’s website).
The last idea I came across is a blog on a separate domain, for example, the school’s website address is www.languageschool.com, while the blog is www.learnlanguages.com.
Such a blog is not directly linked to the school’s website, but you can include links to it, which, of course, impacts its positioning to a lesser extent.
Frequency
Unfortunately, there is no specified number of posts you should publish annually, monthly, or even daily. Quality always follows frequency. Do not publish for the sake of it if you feel the post is not interesting for the user or is not well-prepared.
It is better to publish content once a month that will circulate on the web for the next month than several pointless posts daily. However, regularity is important – try to publish new content, for instance, every two weeks on a specific day.
A good idea is to create cycles, for example, on Mondays you post recordings, on Wednesdays a grammar guide, and on Fridays updates from the school’s life.
Learn more about effectively creating content and building a content marketing strategy for a language school!
Interaction
Do not forget to build relationships with clients. Ensure that users can comment and share your posts externally via social media buttons.
The worst is the fear of negative online reviews, but this too can be managed! Also, remember to remove worthless, vulgar comments and spam.
Authors
Generally, people like to know a lot – what’s new with whom, who attended which training recently, whether a teacher changed her hair colour, or… who is the author of the post on your blog.
It is best if the posts are published under the author’s name and surname, as no one likes interacting with agencies, companies, or departments.
This way, clients will be aware that they are communicating with specific staff members of the language school.
Visual consistency
It’s not just about the photos you adorn each article with, but also the overall graphic design of the entire blog. This is especially important if you are hosting it on your website’s domain or subdomain.
Make sure the blog’s appearance matches your visual identity, categorise your posts, and remove unnecessary plugins that could slow down the blog’s loading time.
Don’t forget to install a search engine and highlight the most popular posts.
What mistakes should you avoid when running a language school blog?
Running a blog is not just about regularly publishing content, but also about ensuring its quality and effectiveness. Many language school owners make mistakes that prevent the blog from delivering the desired results.
What pitfalls should you avoid? Here are some of the most common issues that can affect your blog’s effectiveness.
- Lack of strategy and consistency
Publishing random content without a specific strategy is a waste of time. It’s worth having a schedule of topics and a goal you want to achieve. - Ignoring SEO
Writing great articles that no one finds in search engines is pointless. SEO is the foundation of a blog’s success. - Overly aggressive promotion of services
A blog is not a billboard. If every piece of content ends with a hard sell, readers will lose interest. A better approach is to gently guide the user to the offer. - Lack of interaction with readers
Not responding to comments or messages diminishes the community value of the blog. Engage in discussions and build relationships. - Unattractive design and lack of formatting
A wall of text deters readers. A blog should be readable, clear, and aesthetically pleasing.
Summary – how to run a language school’s blog
Running a language school blog is an excellent way to increase its online visibility, support marketing efforts, and build an expert image.
The key to success is creating valuable content, optimising for SEO, consistently publishing articles, and interacting with readers.
