The Most Effective Ways to Create Consistent Content for Your School

If your school’s social media or website looks like a forgotten bulletin board—updated once in a blue moon with a random post about an upcoming open day—you’re missing out on a huge opportunity.

Consistent content is the key to building trust, engagement, and a strong school brand. When parents, students, and the wider school community see regular, high-quality content, it reinforces the message that your school is active, engaged, and forward-thinking.

The challenge? Schools are busy. Teachers are focused on education, administrators are managing logistics, and the marketing team (if you even have one) is stretched thin. So, how do you create consistent content without adding extra pressure to an already full plate?

We're going to break down:

• How to streamline content creation

• Practical strategies for consistence

• Best practices from Australian schools

• How and when to bring in a professional team like ONIX Education

Step 1: Develop a Simple but Effective Content Plan

The 80/20 Rule for School Content

A well-balanced content strategy shouldn’t just be about promotions. Instead, 80% of your content should inform, educate, or entertain, while only 20% should be directly promotional (e.g., open days, enrolments, school fees).

Here’s a simple breakdown:

• 80% Value-Based Content:

  • Student and teacher stories

  • Classroom activities and learning highlights

  • Community events and initiatives

  • School culture and values

  • Behind-the-scenes content

• 20% Promotional Content:

  • Enrolment deadlines

  • Open days and school tours

  • Fundraising campaigns

  • School awards & achievements

  
  

When it comes to your social media channels, blend student-led initiatives, teacher highlights, and behind-the-scenes insights with only occasional promotional posts—keeping your audience engaged without feeling “sold to.”

Key Takeaway: A good content plan isn’t just about volume—it’s about balance.

Step 2: Create a Content Calendar and Stick to It

Many schools struggle with content consistency because they lack a clear plan. Instead of scrambling to find something to post, create a simple content calendar.

What Should a School Content Calendar Include?

• Key school dates (holidays, events, open days)

• Weekly themes (e.g., Monday motivation, Friday highlights)

• Recurring content types (e.g., Student Spotlights every Tuesday)

• Pre-scheduled posts for major events

How Often Should a School Post?

• Facebook & Instagram: 3-5 posts per week

• LinkedIn (for professional/academic content): 1-2 posts per week

• YouTube (if creating video content): 1-2 videos per month

• Website blog/news updates: 1-2 times per month

At a minimum, maintain an active Facebook and Instagram presence, posting at least four times a week with a mix of student achievements, school events, and classroom moments to keep your community consistently engaged.

Key Takeaway: Planning ahead eliminates last-minute stress and ensures content variety.

Step 3: Leverage User-Generated Content (UGC)

Not all content has to come from the marketing team. Your students, teachers, and parents are some of your best content creators.

Types of UGC That Work Well for Schools

• Student photography and artwork – Showcase creativity

• Teacher insights and classroom moments – Feature educators in action

• Parent testimonials – Share firsthand experiences

• Alumni success stories – Inspire future students

Start by assigning student ambassadors who are happy to represent your school. Encourage your ambassadors to proactively take part in content creation by submitting photos, videos, and reflections from school trips, events, and daily learning—giving your social media an authentic, relatable feel.

Key Takeaway: UGC helps schools create engaging, student-led content while reducing the workload on staff.

Step 4: Make Video a Priority

If there’s one type of content that schools need to focus on, it’s video. Why? Because video content is:

• More engaging than static posts

• More shareable on social media

• More effective for storytelling

Easy Video Content Ideas for Schools

• 60-Second Student Interviews – Ask “What do you love about our school?”

• A Day in the Life – Follow a student or teacher for a day

• Quick Educational Explainers – Short videos from teachers

• Behind-the-Scenes at Events – Candid moments from school activities

A good example is St Peter’s College (SA) who proactively creates short, engaging videos showcasing student life, teacher perspectives, and school events—making their content dynamic and visually appealing.

Key Takeaway: Video doesn’t have to be complicated. Short, simple, and authentic videos work best.

Consistency is the Key to a Strong School Brand

A well-planned, consistent content strategy keeps your school relevant, engaging, and top-of-mind for prospective families and the wider community.

Quick Recap of the Best Practices:

• Follow the 80/20 rule – Focus on storytelling, not just promotions

• Create a content calendar – Plan ahead for consistency

• Encourage user-generated content – Let students, parents & teachers contribute

• Prioritise video – Short, engaging clips work best

• Repurpose & automate – Save time while staying active

• Work with professionals – When high-quality, strategic content is needed

Ready to create a stronger, more consistent content strategy for your school? ONIX is here to help! Contact us now and let’s bring your school’s story to life.