Hi everyone, and welcome back to another Schools & Agents Bulletin. In our latest video, Bernice shared her top tips on how to effectively promote Bildungsurlaub courses through various digital channels. Here is a summary of the strategic content approaches you can use to reach both direct students and agents.

Know your audience and their motivations

The foundation of any successful content strategy is understanding who you’re writing for. When promoting Bildungsurlaub courses:

• Create separate content for direct students versus agent audiences.
• Clearly identify your target audience in your title (e.g. ‘Why Should I do a Bildungsurlaub Course?’ for students, versus ‘Why You Should Promote Our Bildungsurlaub Courses to Your Students’ for agents.)
• Focus on one main topic per piece of content to accommodate today’s shorter attention spans.

Try these proven content ideas

Several content formats work particularly well for promoting Bildungsurlaub programmes, including:

• Success stories (video format for social media, written format for blogs).
• Behind-the-scenes interviews with students about the course experience.
• Step-by-step application guides (these perform especially well for SEO).
• Course previews or highlights showcasing specific programme features.

Maximise impact through content repurposing

Smart content repurposing can significantly extend your reach without requiring entirely new materials. Why not transform blog posts into videos and vice versa? Or perhaps create image carousels on Instagram and LinkedIn featuring student quotes? You could also convert step-by-step guides into downloadable infographics (particularly useful for LinkedIn) and use key application dates as timely promotional opportunities.

Utilise cross-promotion strategies

Don’t limit your content to a single platform. Instead:

• Share blog content in targeted email newsletters to agents.
• Collaborate with third parties like Schools & Agents to extend your social media reach.
• Use lead magnets (like downloadable guides) to collect contact information from interested prospects.
• Track engagement with tools like Google Analytics to refine your approach.

With these tips in mind, you can promote your Bildungsurlaub offerings successfully to both direct students and the agents who help place them. Want to reach an even wider audience? Promote your courses on Schools & Agents’ various platforms—get in touch today to find out more!

Written by Stephanie Clark