What you need to know about higher education content marketing
Content is king when it comes to promoting a university to a target audience – but just how do you go about higher education content marketing effectively?
By creating and distributing engaging and useful content tailored to your target audience, you can do everything from building brand awareness to boosting conversions to educating prospects about the key details of your programs. Ultimately, all of this can play a crucial role in increasing enrollment, but the trick is doing it effectively. As prospects are bombarded with content online, via social media, email, and other channels, creating content that really stands out and reaches them is imperative.
To that end, here are a few strategies and ideas for creating content that truly stands out and engages with your target audience!
Optimize your blog
Blogging is a crucial tool at your disposal for effective higher education content marketing. Topics could include your program’s history, campus culture, the benefits of enrolling, interviews with professors and alumni, and much more.
To optimize your blog, be sure to take search engine optimization (SEO) into account and conduct thorough keyword and topic research beforehand. Establishing a content calendar to publish content on a steady cadence is another good idea to stay accountable and keep tabs on key metrics like views, dwell time, and conversions.
Create valuable longform content
Longform content like eBooks, guides, and whitepapers are great for bringing more in-depth information to your target audience efficiently and effectively.
Topics for longform content could include campus life, your school’s local community, career options, and the like. Another advantage of longform content is that it’s easy to distribute via email or social media and can also be gated, making it useful for lead capturing.
Leverage case studies and testimonials
Case studies and testimonials from students and alumni are an excellent way to humanize your school’s programs and add a more personalized touch. By highlighting real-life examples of students and alumni, schools can help prospects imagine themselves in your program and boost the odds of their enrollment.
When creating case studies and testimonials, focus on the success stories of students and alumni profiled and relate them directly back to your program. Also, remember to share this content on social media and email to increase its reach to prospective students.
Create engaging videos
Given the popularity of social media channels like YouTube and TikTok and the changing nature of how content is consumed, video marketing has never been more important than right now.
Embrace this trend and leverage video marketing to its fullest potential. Some ideas include video case studies and testimonials, campus tours, interviews with faculty, campus events, and more. Keep in mind that shorter videos tend to convert at a higher rate and that sharing on social media is crucial.
Share useful infographics on social media
Finally, don’t overlook the power of infographics.
They’re a great way to communicate key information in a visual, simple, and engaging way. Before creating them, create an outline for each one that focuses on telling a relevant story, and be sure to make it visually appealing with the right colors and fonts. After creating an infographic, share it on social media channels like X (formerly Twitter), Facebook, and Instagram to ensure it reaches as wide an audience as possible.
Boost your higher education content marketing strategy today
The bottom line is that content marketing is crucial for promoting your school, and its programs. Interested in optimizing your content strategy? Contact GPRS today to leverage our resources and experience in this area.
