A well-written blog can be your institution’s most powerful lead generation tool. Whether you’re a school or an international agent looking to attract more international students, strategic blogging can significantly boost your visibility and conversion rates. Let’s look at how to create a great blog for your education business.

Choose topics your audience will want to read about

Focus on addressing real questions that international students and parents frequently ask. Topics like visa application tips, accommodation options, student life experiences, and academic programme insights consistently perform well. Monitor trending education topics in your target markets and incorporate them into your content calendar.

Structure content carefully for maximum impact

Break your content into scannable sections with clear subheadings. Start with an eye-catching introduction that addresses the reader’s concerns. Include relevant keywords naturally throughout the text, especially in headers and meta descriptions. Remember to optimise for local search terms in your target markets – for example, ‘study in [country]’ or ‘best [subject] programmes in [city]’.

Create content that encourages readers to convert

Every blog post should include a clear call-to-action (CTA) that guides readers toward the next step in their journey. Whether it’s downloading a course brochure, scheduling a consultation, or signing up for a virtual talk, make the path to conversion obvious and appealing throughout your blog.

Maintain cultural sensitivity for audiences worldwide

Consider your international audience when creating content. Use inclusive language, provide context for culture-specific references, and when possible, offer content in multiple languages. Include student success stories and testimonials that your target audience can relate to.

A well-crafted blog gives your school or agency the chance to expand its reach effectively. Need help implementing these strategies? At Schools & Agents, we understand the unique challenges of educational marketing and can help you create content that resonates with international education audiences. Get in touch today to develop a blog that not only attracts, but converts prospective students and partners.

Written by Stephanie Clark