Performance Assessments for School Leaders

Content Marketing Campaign

Goal: Promote ESC Region 13 as the go-to resource for principal certification information

Strategy: Drive traffic to our blog to share changes to principal certification requirements in a variety of formats

Free Downloadable Resource

I repurposed information from an explanatory video we created about changes to the principal certification assessment and formatted it into a 9-page downloadable resource. 

Blog Post

I created a blog post about the changes to principal certification that included the video and transcript with the free downloadable resource as the CTA. I then optimized the blog post for SEO.

Driving Relevant Traffic

I promoted the PASL blog post on Facebook, Twitter, LinkedIn, and the Principal to Principal Networking site.

Results

  • Most read blog on our website in the week that it went live
  • More views than 90% of our other blog posts
  • 4% of those who read the blog dowloaded the PASL resource