Content Marketing and Montessori Schools: A Perfect Pairing
To say Montessori education is unique would only be a half-step in the right direction. The Montessori method is a paradigm-shifting educational revolution that challenges nearly every major educational convention.
From the multi-age classrooms to the role of the teachers as Guides instead of the source of all knowledge, the Montessori method is a complete departure from traditional education.
In fact, Montessori education can be so unique that it can be difficult for newcomers to grasp at first blush. People crave the comfort of that which is known and familiar to them. This construct of human nature puts Montessorians at a disadvantage when it comes to marketing our schools.
We don’t have the same luxury that more traditional forms of education have in being able to rely on people’s expectations. In fact, we often have to help parents that are new to the Montessori method “unlearn” what they think they know before we can even begin truly articulating the value of Montessori.
This is exactly why content marketing is so uniquely suited for Montessori schools.
The case for content marketing
We live in the age of an educated consumer base. People research every major purchase they make and generally do so without any direct input from potential vendors. This gives Montessorians a unique advantage. In an ecosystem where people are given time and relevant information in order to make a long-term, value based decision, Montessori typically wins!
Content marketing is educational marketing. It is compiling all of the necessary resources and placing them in a prepared environment that allows your prospects to self-educate at their pace and according to their interests. Sound familiar?
The key to effective content marketing is, of course, making sure you’re using effective content. When a parent engages with you online, make sure you are equipped to help them travel the entire length of the Montessori buying journey on their own.
Content before engagement
We see far too many schools relying on the “contact us for more information” approach. Montessorians tend to look at Montessori education as something you need to see first-hand in order to grasp and appreciate. To that end, a lot of emphasis is placed on observations and school tours.
I completely understand the argument here and empathize with the struggle. However, the very plain truth (and something I’m sure you can validate through your own buying experiences) is that people aren’t going to engage with you until they have already made up their mind about your potential fit as a solution provider.
I’m not negating the value of observations or tours—on the contrary. I’m contending that in order to get to that critical milestone in your target parent’s buying journey, you first need to earn that level of engagement. In a digital age, that engagement is earned through digital marketing.
Getting practical with content marketing
So, how do you create and manage a robust content schedule? We have you covered! Here’s a blog we wrote on planning your content for an entire year.
For Nido Members on the Second Plane or higher, we have a full course on how to create and manage a content schedule. We also provide “done for you” social posts that you can download and use on all of your social channels. You will find these in the resources section of the member’s area.
For Nido Members on the Third Plane or higher, every month we release an entire content schedule that includes blog posts, email newsletters, and media assets that are available for you to download and use on your website and in your marketing initiatives. You will find these in the resources section of the member’s area.
If you aren’t a member of Nido Marketing, you can sign up for free here!