It’s a question we often hear from prospective clients — and rightly so. Writing for colleges, universities and innovative brands serving the education space requires a diverse array of deeply specific skills.

Mastering search engine optimisation is one thing — but writing copy that tells a highly accurate and compelling story of your graduate-level curriculum? Showcasing the specialised work of your in-house experts or faculty? Reaching busy, overwhelmed audiences with content that will make them stop and take action? That’s not something just any writer can handle.


Education clients served.


Education blog posts written to date.


Education eBooks & white papers produced to date.



1. Direct oversight of all content activities.
2. Immediate access to the experts.
3. Potential to work with marketing and topic specialists.


1. Limited resourcing for content projects.
2. High financial commitment.
3. High commitment with low flexibility.

Most education industry organisations use one of the following options, if not both, when producing marketing content in-house:

Subject matter experts: Whether you’re marketing education tech solutions or online graduate curricula, the people who know the most about these offerings are the experts who live and breathe them. By entrusting content writing to faculty members, school administrators, research and development leaders or other specialists, you’re tapping into a deep well of knowledge and expertise.

However, in many cases, your seasoned educators and researchers simply aren’t fluent in sales and marketing. They may be great writers, but chances are they don’t know how to optimise a blog to drive traffic or craft mobile-friendly landing pages prospective students can easily skim.

Your in-house experts are short on time and have a long list of other projects and priorities. Asking them to produce content that may not even perform well for your organisation can be a risky choice.

Staff marketers: Many colleges and companies in the education space have a host of marketers on the payroll. You may have plenty of creative resources available to produce every item on your content calendar, all year long.

But your teams are likely siloed in a way that makes truly strategic content marketing a struggle. For instance, an in-house SEO team might be able to optimise your academic programme pages, but they probably can’t track conversions since the data is collected by separate teams within each programme. If your marketing teams aren’t talking to each other, you’ll have a hard time gathering the insights you need to keep iterating and improving your content strategy.

You may also be held back by significant resourcing gaps. If you produce resources for K-12 educators, your social media marketing may be on point — but it might be impossible to pull together a professional-looking testimonial video without outside support.



1. Generally low cost.
2. High level of flexibility.
3. Minimal contractual commitment.


1. Uncertain content quality.
2. Unpredictable, limited resourcing availability.
3. Minimal project management and strategic support.

Freelance writers, designers and other creatives can fill in the gaps and complete special projects with a low level of supervision. Since they often work on one project at a time, the level of flexibility, affordability and minimal commitment are key advantages.

But education organisations may find that adding a freelancer to the team dynamic can present unexpected challenges. For instance, freelance creatives may not have established project management methods and approvals workflows that accommodate several stakeholders needing visibility.

Not all freelancers offer the level of expertise, availability and quality standards required to meet an education leader’s needs. And if something comes up, your freelancer may be unavailable for weeks on end, bringing your projects to a halt.



1. Access to vetted, experienced and full-time creatives.
2. Extensive project management and strategic support.
3. Formalized quality control process.


1. Varying cost, depending on the agency.
2. Limited ability to complete large, last-minute projects.
3. Potential for low flexibility with long-term contracts.

For organizations in the education space, agency partnerships can strike the right balance between cost, control and commitment.

It’s important to ensure the agency you’re working with offers the level of flexibility and resourcing that suits your content needs. Be wary of agencies that require year-long contracts but only have one writer with education industry experience who can support your account.

At Brafton, we’ve built up a team of full-time writers who can tackle projects of all shapes and sizes. For instance, we produce 65,000+ words per month across nearly a dozen degree programmes for just one of our education clients.

Our Work

What Our Education Industry Clients Look For

Each industry we serve has its own unique needs — and education is no different. Here are some of the top goals and challenges our clients in your industry bring to us:

1. Search Visibility

Pain point: Colleges and universities strive for higher search visibility and conversions among prospective students. Meanwhile, companies that sell to K-12 clients need to get discovered when district leaders are looking for solutions. In both contexts, search is highly competitive and it’s hard to stand out without a rock-solid strategy.

Solution: Before creating core landing pages and supplementary content, Brafton’s teams conduct advanced keyword research and capture our findings in detailed Search Performance Briefs (SPBs). These inform how our writers structure and optimise the content in order to drive traffic and encourage conversions.


  • Search Performance Briefs.
  • Keyword optimised blogs.
  • Reoptimised landing pages.
  • Calls-to-action (CTAs).

2. Social Proof

Pain point: For prospective students, earning a college education is a significant investment. And it’s a big decision for district leaders and educators to adopt new solutions. Reassuring your target audiences of the ROI your organisation delivers is essential if you want to win their trust and business.

Solution: Brafton brings all the creative competencies needed to prove your ROI in the most attention-grabbing, persuasive way possible. For instance, video is no longer just a nice-to-have — in education, it’s now a must. Our scriptwriters, animators and production teams can develop compelling videos that make your academic programmes or client case studies all the more memorable.


  • Video testimonials.
  • Case studies.
  • Infographics.

3. Thought Leadership

Pain point: Universities and colleges are only as good as their educators. So, higher ed institutions with great faculty and researchers need to sing their praises and share their findings. Meanwhile, companies who sell to K-12 clients need to build a thought leadership platform that establishes trust and sparks sales.

Solution: Since your organization’s reputation is on the line with every piece of thought leadership you promote, Brafton’s writers take creating this content seriously. We work closely with subject matter experts across different departments to ensure the messaging is accurate and brand-aligned. Our education clients have seen this type of content drive valuable backlinks and PR opportunities as well for a longer-lasting impact.


  • Blogs.
  • White papers.
  • eBooks.

What It’s Like to Work With Us

Whether you’re an institution of higher education, a business whose products or services benefit K-12 districts or an emerging industry leader with ambitious marketing plans in mind, you need an agency partner who has what it takes to help you achieve your goals. With Brafton, here’s what you’ll find:


If it’s worth doing, it’s worth doing well. Our expert creatives put content quality first, always.


With a reliable project manager, strategist, account manager and writer on your side, you’re in good hands.


You’ll sign a limited scope of work to cover your unique project needs — nothing more, nothing less.

Marketing Director, Agile Education Marketing