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If you want people to read your content, share it, and come back for more (which, of course, you do) then there’s an important rule you need to remember:

Write for your audience.

This sounds easy enough, but it’s something a lot of schools struggle with. Your instinct (or training!) might be to “sell” your school at every turn. Yet that’s not going to help your content marketing plan succeed. A focus on prospective students and families will.

Here’s how to get in the audience-centric mentality:

FIRST, FIND OUT WHO THEY ARE.

You’ve probably already defined your target audience, but it’s not enough to stick to the basic demographic information. Have you uncovered what your audience is interested in, what they worry about, how they prefer to consume information—even how they spend their free time?

The broader the picture you have of each audience group, the easier it is to write in a way that feels like you’re speaking directly to them. Surveys and even informal polls on Facebook can help fill in the answers you’re not sure of.