What we did
With three defined ‘educator’ personas, we developed highly segmented content to focus on the challenges each face in their school, positioning technology as a solution.
At the heart of the strategy was ResourcEd — a new content hub for teachers. Filled with expert content across industry-challenging education topics, we knew ResourcEd would be perfect for our personas. More than just a blog, ResourcEd was designed to attract new users, keep them engaged, capture data for future marketing efforts, and ultimately, convert into registrations.
As well as weekly blog content for ResourcEd, our content strategy included a suite of high-value content designed to engage and educate our target personas throughout the buyer journey, generating and nurturing leads.
Highlights from our content plan include:
- A 3 part, segmented eBook series focused on common teaching challenges
- An annual EdTech industry report, now in its 3rd year
- An interactive 'grader' tool, enabling teachers to benchmark against their peers
- A series of educational webinars tackling specific teaching challenges with ClassFlow
Within a few weeks of sign-off, the first campaign went live. And, over the next few months, we helped ClassFlow create a serious stack of quality marketing assets that included:
147 Facebook ads
25 PPC landing pages
65 promoted Tweets
1 industry survey and report
20 LinkedIn ads
1 interactive tool
6 content landing pages
230 PPC ads
1 conversion-optimised sign-up page