Long gone are the days when a glossy print brochure could mesmerize prospective students into enrolling at a college or university. Today, everyone lives on their smartphones, attention spans are shorter than ever, and the environmental impact of printing materials is an increasing concern. Prospective students aren’t looking through their snail mail for information about schools and programs—they’re researching online. The ease with which they can find your programs online, and the more information they can find about your programs, the more likely they are to apply and enroll.
Fortunately for colleges and universities, digital content marketing offers a cost-effective, targeted, and results-driven approach to getting prospects’ attention. Through social media, email campaigns, blogs, and webinars, institutions can create interactive and personalized content that resonates with tech-savvy gen-z and millennial students. Content marketing also provides real-time analytics, enabling you to track and optimize strategies for better results. In an increasingly competitive market, the flexibility, measurability, and scalability of digital content marketing make it a powerful tool for colleges and universities in their enrollment marketing efforts.
In this blog, we’ll explain what content marketing is, why it’s so effective and efficient, and how to implement it for your program or school. We’ll also provide an example from an institution that used innovative content strategies to level-up their enrollment marketing.
What is Content Marketing?
The content marketing institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”¹
By crafting compelling and informative content, colleges and universities have the opportunity to engage and nurture prospective students in various channels across the stages of their decision-making journey. Through valuable resources, insightful blog posts, and captivating social media content, institutions can build trust, establish credibility, and showcase their unique offerings to a wider audience. This, in turn, creates an environment primed for higher lead generation and increased conversion rates, as students are more likely to enroll when they feel connected to a school and informed about a program.
Why Content is Essential for Higher Ed Marketing
In a landscape where budgets are tight and competition is fierce, content marketing is a cost-effective and efficient solution for universities looking to engage with a new generation of students and boost enrollment numbers. Unlike traditional marketing methods that can be costly and yield uncertain results, content marketing allows universities to create and distribute valuable, relevant content to their target audiences at a fraction of the cost. By leveraging digital platforms and channels, universities can reach a wider pool of prospective students, nurture relationships with those prospects, and establish their brand as an authoritative source of information. And by integrating search engine optimization (SEO) strategies into their content, higher education institutions can improve their online visibility and attract a higher volume of organic traffic.
The flexibility of content marketing also allows for personalized and targeted campaigns, ensuring universities are connecting with the right students at the right time. Additionally, the ability to measure and track the effectiveness of content marketing efforts in real-time enables universities to optimize their strategies and allocate resources efficiently. Overall, content marketing provides a scalable and efficient approach for higher education enrollment marketing, helping universities stand out in a crowded marketplace and attract best-fit students.
5 Steps to Add Content to Your Enrollment Marketing Strategies
Following are five essential steps to seamlessly integrate high-performing content into your higher education enrollment marketing strategy. Following these steps will empower your school and programs to increase online visibility, engage prospective students, and generate sustainable organic growth.
1. Know your audience and the information they’re searching for.
Understanding your audience is crucial for creating content that resonates with prospective students. Conduct thorough research to identify your target demographic, including their interests, pain points, and the type of information they are seeking related to higher education. By gaining insights into the questions and concerns of your audience, you can tailor your content to address their specific needs and provide valuable, relevant information. Utilize tools such as social media analytics, surveys, and keyword research to gather data on the preferences and behaviors of your target audience.
2. Create a content strategy aligned with your overall enrollment marketing goals.
Develop a comprehensive content strategy that aligns with your institution's enrollment marketing objectives. Define clear goals for your content marketing efforts, whether it's increasing application submissions, boosting campus visit numbers, or raising awareness of specific programs. Your strategy should outline the types of content you will create (such as blog posts, videos, infographics, etc.), the platforms you will utilize, and the key messages you aim to convey. Establish a content calendar to ensure consistency and cohesiveness in your content production, and clearly define the roles and responsibilities of team members involved in content creation.
Additionally, integrate SEO strategies into your content planning to optimize your content for search engines and increase visibility. Conduct keyword research to identify relevant search terms and incorporate them strategically into your content to improve organic reach and attract prospective students who are actively seeking information related to your offerings. By aligning your content strategy with SEO best practices, you can enhance the discoverability and impact of your content, ultimately driving better results aligned with your enrollment marketing goals.
3. Produce content that is well-researched, well-written, and well-designed.
High-quality content will capture your prospect students’ attention, answer their biggest questions, and cultivate trust in your brand. Conduct thorough research to ensure the accuracy and relevance of your content, citing credible sources where necessary. Maintain a consistent and compelling writing style that communicates your institution's unique value and resonates with your audience. Incorporate visual elements, such as images, videos, and infographics, to enhance the appeal of your content and increase engagement. Pay attention to design elements to ensure that your content is visually appealing and professional.
4. Measure your performance and adjust over time to improve results.
Implement robust analytics and tracking tools to measure the performance of your content marketing efforts. Utilize key performance indicators (KPIs), such as website traffic, engagement metrics, and conversion rates, to evaluate the effectiveness of your content in achieving your enrollment marketing goals. Identify successful content pieces and trends to replicate and scale, while also pinpointing areas for improvement. Regularly review your content performance and make data-driven adjustments to enhance the impact of your content marketing strategy over time.
5. Leverage AI and other tools to streamline content production.
Incorporate the use of artificial intelligence (AI) and other advanced tools to streamline and optimize your content production process. AI-powered tools can assist in content ideation, creation, and distribution, helping to automate repetitive tasks and improve the efficiency of your content marketing efforts. Additionally, consider utilizing content management systems (CMS), marketing automation platforms, and collaboration tools to facilitate seamless content creation, editing, and publishing. By leveraging technology, you can enhance the productivity of your content team and drive continuous improvement in your content marketing strategy.
Attract and Enroll Prospective Students with Effective Content Marketing
By creating engaging and informative content such as blog posts, social media updates, videos, and webinars, colleges and universities can reinforce their brand, attract prospective students, and nurture relationships throughout the enrollment process. Unlike expensive print materials or paid advertising, content marketing allows schools to connect with prospects organically, building trust and credibility over time. Moreover, the digital nature of content marketing enables real-time tracking and optimization, ensuring resources are allocated strategically for maximum impact.
Are you ready to start using content to achieve your enrollment goals? Everspring helps colleges and universities develop brand-compliant content that differentiates their programs in the market, drives more traffic to their sites, and amplifies the impact of their marketing budget. Contact us to get started.