A vital element of any international education institution’s marketing strategy is content writing. But with so much choice available online, standing out in the industry requires effective writing strategies that position your programmes above the rest. In this article we outline the techniques you need to create content that truly resonates with global audiences.

Compelling content writing techniques

At the core of successful international education marketing is understanding your audience. This involves utilising data-driven insights to craft engaging content according to varying international preferences and trends. On top of this, SEO optimisation is crucial to ensure that your content reaches its intended audience via search engines. It’s this combination of audience awareness and technical know-how that forms the backbone of impactful content writing.

Authentic storytelling

Storytelling is a powerful tool in education marketing. It humanises businesses and grabs audiences’ attention by turning facts and figures into relatable narratives. But what exactly does it mean? Effective storytelling involves showcasing relatable stories, like real student experiences and achievements at your institution. This approach fosters an emotional connection with potential students and their parents, prompting them to envision studying at your school or university. 

Universally resonant content

The challenge in international education marketing is creating content that resonates across different cultures. The key is to focus on content writing that is inclusive, avoiding jargon or references that might not be universally understood. Instead, focus on themes that unite students from various backgrounds, such as the pursuit of knowledge and learning, fostering a sense of global community and shared aspirations.

With strategic content writing that speaks to the priorities of international learners, educational institutions can carve a niche in this competitive industry. If it’s done right, your content can become your most powerful marketing tool in attracting clients from across the globe.

Written by Stephanie Clark