Hi everyone, and welcome back to another S&A Bulletin. Today we want to tackle a question that has come up repeatedly with schools who have recently joined our platform: do you need to wait for big news before sending us an article? The short answer is no – and here’s why.

Small updates outperform big announcements

After looking at how content performs on Schools & Agents, one thing stands out: micro updates consistently perform better than major announcements. This isn’t unique to our industry either. In a world shaped by social media and influencer culture, audiences respond to frequent, relatable, bite-sized content far more than they do to occasional milestone posts.

What counts as a micro update?

Think about the small things happening at your school all the time, such as a new cohort of students arriving, an activity you’ve just launched, a student finishing their course and achieving something worth celebrating or a testimonial worth sharing. Each of these is an article waiting to be written. You don’t need a new building or a landmark anniversary to give agents and partners a reason to think of you.

Stay visible between the milestones

The risk of waiting for big news is simple: people forget you’re there. The international education industry is busy and competitive, and consistent content is what keeps your school front of mind for agents, parents and partners alike.

Not sure what to write about? Think of the questions agents ask you at events – and there are plenty of those coming up. Each question is a content idea. Take it, turn it into an article and send it to us. We’ll take care of the rest. And if you need inspiration or help developing your content strategy, get in touch – we’re always happy to help.

Written by Stephanie Clark