First published March 27, 2008
As an educational publisher, your mission is to create engaging content to improve the learning of students in this country. You already create the products to do so – but in today’s busy world, traditional marketing methods often fail to attract attention from those who influence (and make) the buying decisions.
Fortunately, there is a way to take advantage of new technology and social trends to build more interest in your product. You can add additional context and increased value through launching a corporate blog.Although educators have used the web for some time to find information about particular products, today they use the web to interact with others who have either used or created the products that interest them.
People want to hear real-world stories from others just like themselves. It helps them feel better about the buying process. They want to talk about the newest educational approaches and the benefits and drawbacks people have experienced.
Perhaps most importantly, buyers want to feel as if the publishers they trust with their student’s education have a real face and an authentic voice. Buyers need to feel they can relate to publishers and depend on them.
A corporate blog effectively accomplishes those goals. It also gives your company a significant return on the time you invest in the blog's development. Your corporate blog allows you to build your company’s credibility and create an ever-growing community of customer advocates.
These advocates market your products via word-of-mouth, as they discuss your offerings on your site and on other blogs. A blog gives you the chance to showcase success stories from various schools and districts using your products. A blog can also let you share your research about why your particular products provide students with a distinct learning advantage.
Information transfer on the Internet is no longer a one-way street. The lecture has been replaced with dialogue and interaction. Educational publishers who recognize and harness the power of this new medium will be the ones who grow and expand the most as a result.
As the web creates new multi-directional communication channels, the number of school or district influencers and buyers who find the information they are seeking online will also increase. An authentic corporate blog will help keep your educational publishing company in the forefront of the community that is most interested in your products.