Student blogging is an excellent way to get your students involved with working behind the scenes as well as getting real life work experience in the digital marketing, journalism, and communications industry. Running a blog successfully is no easy feat, and student blogging can come with its own unique obstacles and challenges that other blogs of influencers and businesses might not experience. When you are running a student blog, you are not only responsible for creating and publishing content to boost readership; you are employing young adults who are looking to learn and have little experience working with blogs. The purpose of this article is to educate colleges, as well as the marketing directors of those colleges, on the best practices of running a student blog. Below is a helpful list of do’s and don’ts to give you some insight on different tactics or even things you may need to change in your current strategy.
- Do have a discussion with your marketing team before you get started on any writing. It is entirely possible that your marketing team can even write up a few guidelines to follow.
- Do find ways to create synergy between the students’ blogging and marketing efforts. One example of this could be to share the marketing content calendar with your students. Make sure that everyone on the blogging team is aware of important deadlines so they can work together successfully to keep processes running smoothly. Another suggestion would be to have weekly meetings where everyone on the blogging team – students and faculty – comes together to discuss the tasks that everyone is working on. Even if it is just a quick half hour meet up, it is good for everyone to be on the same page about what’s going on, so no one is left in the dark.
- Do give your students an opportunity to provide their insights. This is something important to remember because these students may be able to help you reach future students of the school, as they were just one themselves. Also, providing them this opportunity will give them a sense of pride and authority, which will ultimately motivate them to be more productive and take pride in their work.
- Do brainstorm different article ideas over a wide variety of topics: opinion pieces, school updates, extracurricular club activities, community news, student or faculty accomplishments, etc. You want to ensure you are not posting too much information on the same topic categories to attract the interest of different audiences within as well as outside of the school. Listen to the ideas of your students. Maybe they can come up with topics that are more out of the box while still being relevant to the school.
- Don’t allow bite-sized content similar to what you might see on Twitter or Instagram. That tactic may work for those networks, but keep in mind that a blog is something entirely different and should be treated as such. The blog content on the website should be more substantial with in-depth text and large, clear visuals. If you find that a student is struggling with this and feeling more comfortable with the social media type content, then you might want to consider giving them the opportunity to use their skills on other channels like Tumblr, Snapchat or medium.com to push your existing content.
- Don’t allow content to be published without an editorial review, including the compliance department. This is a huge no-no. Each and every piece that gets published on the blog should have been edited thoroughly at least twice. This would provide an excellent opportunity to let a student do a preliminary edit before handing it off to the editor for a final check and review. If something gets published and has errors or incorrect information, this will reflect poorly on the school’s reputation.
- Don’t hide the content too deeply inside the site’s URL structure. Unfortunately, many college websites become so large that sometimes it is easy for content to get buried. If you want blog content to perform successfully, it should be no more than two clicks deep, ideally one click if possible. The deeper your content is, the less important search engines will think it is, and it will become tough for your readers to find it. If you have weekly or monthly newsletters that you send out to an email subscription list, include recent blog posts to keep your readers up to date on new content.
- Don’t use any images, graphics or videos that you do not have permission to use. It is important to learn and understand copyright laws so that you do not find yourself in any legal trouble. When in doubt, only use content that has a creative commons license with no restrictions or use your original content. Look to your students within the photography and digital design departments of your school to source out this kind of work.
Most importantly, it is key to find the healthy balance of giving your students responsibility as well as maintaining your level of authority over the blog’s entire operation. Always be willing to let them try certain tasks while monitoring their progress and checking over their performance. To be successful in maintaining your blog, you must be able to provide quick and honest feedback in a constructive fashion.
Make suggestions to your students so they can reach their full potential and always be willing to make necessary changes to the blog content when it is needed. Ultimately, the success of the blog will depend on the marketing director and editor in charge.
This article is by guest author Chris Hornak, who has been developing digital marketing campaigns for over a decade. He is the CEO and Owner of Blog Hands a service that helps businesses and agencies develop content to tell their story. In his spare time, he loves to play video games and spend time with his friends and family.