Last updated on September 24th, 2024 at 03:44 pm
Content marketing is a crucial element of any modern-day marketing. In particular, the higher education sector, which refers to universities, colleges and other educational institutions that offer degrees and advanced academic programmes, has embraced this strategy to attract students and maintain a positive image with its stakeholders. But in a highly competitive market, how does the higher education sector differentiate themselves from their peers and stand out in a crowded market? One of the most effective ways is through high-quality, helpful content that resonates with the target audience and provides value to their journey.
But creating amazing content that engages the audience and convey your institution’s message effectively is not easy. You must adopt a tailored content marketing approach that aligns with your overall marketing strategy, and regularly pushes out informative, engaging and relevant content to capture your audience’s attention and retain their interest. Only then can you build trust and establish your tertiary institution as a thought leader in your field. In this article, I will explore the importance of content marketing for higher education organisations and provide insights into how you can engage your audience with an effective content marketing gameplan.
Content Marketing for Higher Education Institutions
I assume that most colleges or universities should already have a specific brand identity and a consistent message that they want to show their audience. If you have one, great! If not, start by creating a brand identity. Once you have that, you can move on to setting goals, identifying your audience, and planning valuable content that reflects your school’s values. After that, figure out when and how you’ll share and promote your content. Let’s go through these steps one by one.
(1) Setting Your Goals
In order to create an effective content marketing plan for your school, it is essential to determine your marketing goals. A marketing goal is a broad target that you aim to achieve. Setting clear goals will help you to measure the success of your content marketing efforts and ensure that your content is aligned with your overall school marketing strategy.
Your goals should be specific, measurable, attainable, relevant, and time-bound. For example, your goal may be to increase enrollment by 10% over the next year or to increase your social media following by 40% over 6 months.
Once you have set your goals, you can begin to develop a content strategy that aligns with them. Your content strategy should include a plan for creating and distributing fresh content that is designed to attract and engage your target audience. This may include blog posts, social media updates, videos, infographics, and other types of content that are relevant to your audience.
By doing the above, you can create a powerful content marketing plan for your school that will help you to achieve your marketing goals. High-quality content is also needed to help cut through the clutter and attract quality prospects in a noisy, digital world. It also improves search engine rankings, making it easier for your prospective customers to discover your brand and products/services.
(2) Identifying Your Audience
The next step in developing an effective content marketing strategy for higher education institutions is to identify your audience because it will allow you to customise your content to their specific needs, interests, and aspirations. Start by gathering information about your audience’s basic demographics, like gender, age, location, and educational background, and then delve deeper into their psychographics, behaviour patterns, motivations, challenges, and goals related to pursuing higher education.
Gaining such insights will enable you to create content that resonates with your audience, engages with them on a deeper level, and helps you build meaningful connections with your prospective students, parents, alumni and other key stakeholders, resulting in positive customer experiences, greater long-term brand loyalty, and a stronger brand image.
(3) Planning Your Content Strategy
3.1 Establish Clear Content Goals
After understanding your audience’s needs and preferences, the next step is to establish clear content goals that align with your educational institution’s overall marketing objectives. This is different from your marketing goal(s) above. Content goals can include increasing website traffic, generating leads, improving engagement, or boosting brand awareness. By setting specific content goals, higher education institutions can measure the success of their content marketing efforts and make necessary adjustments to achieve better results.
For example, if the primary marketing goal of your higher education institution is to increase enrollment, and your content goal is to boost your brand awareness, your content strategy or content calendars should focus on developing content such as blog posts, videos, or social media campaigns that highlights the unique features and benefits of the institution and encourage your prospects to explore its offerings. This could include creating content that showcases the benefits of your institution, its degree programmes, campus community and life, extracurricular activities, career opportunities, testimonials from current students and alumni. Your content should also include solutions that address the concerns and pain points of prospective students, parents and other stakeholders you wish to target.
Another content goal could be to establish the institution as a thought leader in the industry. Institutions can achieve this by creating content that provides valuable insights and information that is relevant to their industry. This could include research studies, whitepapers, or blog posts that address industry trends and best practices. By establishing the institution as a thought leader, it can attract more students and faculty, as well as funding opportunities from donors and grants.
3.2 Use Trustworthy Content Sources
Conducting thorough research to support your content is crucial to establishing credibility and authority in your field. The first step in conducting research is to identify the main topic or theme of your content. This will help you to narrow down your search and focus on relevant sources that provide valuable information.
Once you have identified your topic, you should start looking for reliable sources that support your content. These sources could be academic journals, industry reports, or reputable websites. While the internet provides a vast pool of information, not all sources are reliable. It is essential to verify the credibility of your sources and ensure that they are up-to-date and relevant to your topic. By using trustworthy and reliable sources, you can provide accurate information that your readers can trust. It is crucial to evaluate the credibility and accuracy of sources to avoid spreading misinformation. Peer-reviewed journals and scholarly articles are generally considered reliable sources as they undergo rigorous evaluation and scrutiny by experts in the field.
Another way to identify reliable sources is to check the author’s credentials. Authors with relevant academic and professional backgrounds are more likely to provide credible and accurate information. Additionally, sources such as government websites, industry reports, and academic institutions are generally considered reliable as they follow strict standards of research and data collection.
Institutions must also understand that research is not a one-time process. Effective content creation requires institutions to stay up-to-date with the latest trends and insights in their industry. This means that they must continuously conduct research to ensure that their content remains relevant and informative. By staying current with the latest industry trends, tertiary institutions can maintain a competitive edge and provide their target audience with valuable content that meets their needs.
3.3 Content Types
Tertiary institutions have a wide range of content formats and options to engage their target audience. They can create informative blog articles, captivating videos, engaging social media posts, and interactive webinars to provide valuable information and showcase their expertise.
(a) Blog Posts, Digital Guides and e-Books
Higher education institutions can choose to develop blog posts, compelling digital guides, e-books and other written content pieces to engage with their prospective target audience and build trust. In particular, digital guides and e-books can be used to provide valuable information about your tertiary institution, such as course offerings, faculty profiles, campus life, the admissions process and application requirements. These resources can be accessed on your website, social media, and other digital channels, making it easy for students to learn more about your institution at their convenience.
One vital aspect of creating content like the above is choosing engaging topics that resonate with readers and provide valuable information. When selecting topics, it is important to consider what your audience is interested in and what questions they may have. This can be achieved through market research, analysing organic search trends, and engaging with your audience through social media channels.
One effective approach is to focus on common pain points or challenges your audience may be facing and provide solutions through your content. For example, if you are targeting college students, you may want to create a blog post or a digital guide on how to manage student loan debt or how to balance academic and social commitments. By addressing these common issues, you increase the likelihood that your content will be shared and engaged with by your target audience.
Another strategy is to focus on emerging trends or topics in your industry. For universities, this may include topics such as online learning, virtual internships, or the impact of technology such as artificial intelligence and the metaverse on higher education. By staying up-to-date on industry trends and providing insights through your blog posts or digital guides, you position your institution as a thought leader and resource for your target audience.
One example of a college that has used such content effectively is Duke University. The institution has created a range of e-books on topics such as study abroad, research opportunities, and financial aid. These resources are well-designed, informative, and visually appealing, making them engaging for prospective students. By providing value through these resources, Duke is able to build a relationship with prospective students and demonstrate its commitment to supporting their success.
The Importance of Search Engine Optimisation for Website Content
To market your higher education institution effectively, It is important to focus on search engine optimisation (SEO) techniques to ensure that your website and blog content ranks high on the search engines. When your content is visible near the top of the search engine results, you will more likely receive more inquiries and applications because potential students, for now, are mostly using search engines to research and compare different tertiary institutions such as universities and courses.
To achieve high rankings on the search engine ranking pages (SERPs), you need to use a range of SEO techniques, such as keyword research, content optimisation, on-page optimisation, link building, digital public relations and more. The most important part is keyword research, which involves identifying the search terms and phrases that potential students are using to look for information about higher education and courses. You can use tools such as Google AdWords Keyword Planner to identify relevant keywords and assess their search volume and competition. Once relevant keywords have been identified, they can be incorporated into website content, blog posts, and other marketing materials to improve their search engine rankings.
(b) Faculty Interviews
One content marketing strategy for higher education institutions is to leverage faculty expertise through faculty interviews. Faculty members are often subject matter experts in their respective fields and can provide valuable insights and perspectives on a variety of topics.
These interviews can take the form of written articles, videos, or podcasts, and can cover a variety of topics related to your institution’s areas of expertise. By conducting faculty interviews and featuring them on the institution’s website and social media channels, institutions can establish themselves as thought leaders in their respective fields, attracting potential students and donors alike.
For example, the University of Michigan’s “Michigan Minds” podcast series features interviews with faculty members discussing their research in areas such as sustainability, healthcare, and the arts. By sharing these interviews on their website and social media channels, the university is able to highlight their faculty’s expertise and engage potential students and donors.
By showcasing the knowledge and research of faculty members, institutions can position themselves as leaders in their respective fields and build strong connections with their audience.
(c) Visuals and Multimedia
Incorporating visuals and multimedia in your content can result in greater impact for higher education institutions, making them more engaging, and increasing the chances of such content being shared on social media platforms.
Such content production, especially for visuals such as infographics and charts, also helps to convey complex information in a more digestible format and make them easier to understand for your target audience. Similarly, incorporating videos in your content can help to humanise your brand and make it more relatable to your audience.
It must be noted that when creating visuals such as an infographic, it is important to choose the right data to visualise. This involves selecting relevant data that supports your message and audience interests. It’s important to ask yourself, “What kind of information will my target audience find useful and interesting?” By selecting data that is relevant and meaningful to your target audience, you increase the chances of the infographic being shared and gaining traction.
Once the data is selected, crafting an engaging visual story helps to keep your audience interested and informed. Finally, designing with readability in mind ensures that the information is easily understood and retained by your audience.
Another consideration when selecting data is its complexity. While it’s important to choose data that is relevant and interesting, it’s equally important to ensure that it can be easily understood by your target audience. Complex data can be overwhelming and confusing, leading to a disengaged audience. Consider using data that is simple and straightforward, or presenting complex data in a simplified manner.
It is also very important to ensure that the visuals and multimedia you incorporate in your content are relevant and add value to your message. Inappropriate use of visuals and multimedia can lead to confusion and dilute your message.
Designing with readability in mind is also crucial when it comes to ensuring that your audience can easily understand the information you are conveying through your visuals and multimedia. For example, choose colours that complement each other and are easy on the eyes. This will make it easier for your audience to read the text and interpret the information being presented. Also avoid using too many different font styles and sizes, as this can make your content appear cluttered and overwhelming. Ensure also that the information is presented in a logical and organised manner. Use headings, subheadings, and bullet points to break up the text and make it easier to digest. Make sure that the most important information is presented prominently and that the rest of the information flows in a clear and concise manner.
(d) Videos
To produce engaging videos as part of content marketing for tertiary institutions, it is essential to choose the right video format for your audience. This involves understanding your target audience’s preferences and viewing habits, such as watch time, device type, and video length. You should also create a compelling story that highlights your institution’s strengths, as this can help capture your audience’s attention and leave a lasting impression. Effective storytelling requires scriptwriting and storyboarding to ensure a cohesive and structured narrative that resonates with your viewers.
(e) Webinars
Webinars have emerged as a valuable content format for higher education institutions. These online seminars allow institutions to deliver engaging and interactive presentations, workshops, and discussions to a wide audience. Through webinars, institutions can share valuable knowledge, insights, and updates on various topics related to education and their specific fields of expertise.
Webinars also offer a convenient platform for students, prospective students, faculty, and other stakeholders to participate in real-time or access recorded sessions at their convenience. They foster a sense of community, facilitate knowledge exchange, and enable institutions to showcase their thought leadership and commitment to providing quality education.
(f) Podcasts
The use of podcasts has become increasingly popular in content marketing, with many higher education institutions incorporating them into their strategy to engage with their audience on a more personal level. Benefits of using podcasts for these institutions include reaching building brand recognition, providing valuable information to listeners, and reaching a wider audience. Unlike traditional marketing methods, podcasts can be accessed from anywhere at any time, making them the perfect tool for reaching a busy and diverse audience. Additionally, podcasts can be shared easily, allowing tertiary institutions to expand their reach beyond their immediate network.
One of the key advantages of using podcasts in content marketing is also their versatility. They can be used to promote different types of content, including interviews, discussions, and lectures. By providing valuable information and insights on topics related to your areas of expertise, you can establish your institution as a thought leader in your respective field(s). In addition, podcasts allow tertiary institutions to showcase their faculty and students’ knowledge, providing a platform for their voices to be heard.
Podcasts can also be produced in various formats, such as short-form or long-form episodes, making them suitable for different audiences and topics. With the rising popularity of podcasts, higher education institutions have an opportunity to expand their reach and engage with audiences who prefer audio content over traditional written content.
(g) Microsites
The use of microsites has become popular recently as a content marketing tactic for tertiary institutions. These standalone websites provide an efficient avenue for schools to connect with and engage specific audiences in a more meaningful manner. Notably, microsites have proven to be highly successful in promoting targeted programmes or initiatives to relevant audiences.
The purpose of a microsite can vary depending on the campaign or topic it is focused on. Some microsites may be focused on lead generation or student recruitment, while others are designed to drive traffic to the main institution’s website or to promote a specific event. The content on a microsite is typically tailored to a specific audience, and the design is optimised for a particular goal. For example, a microsite for a specific programme within a university may offer an in-depth look at the programme, including information about courses, faculty, and student experiences. This type of microsite can be an effective way to provide a detailed understanding of a program and encourage potential students to apply.
Another benefit of using a microsite for content marketing is that it can help tertiary institutions to establish their authority in a particular area. By creating a microsite dedicated to a specific topic or subject, these institutions can provide in-depth information and resources that are not readily available elsewhere. This specialisation helps to establish the school as an expert in the field, boosting its credibility and reputation.
(h) Virtual Tours
With the increasing demand for virtual experiences due to the COVID-19 pandemic, university and college virtual tours have become a vital tool for higher education institutions. Virtual tours allow prospective students and their families to explore the campus without physically visiting the location. This is especially important for international students who may not have the resources to travel to the campus before making a decision.
University and college virtual tours provide a comprehensive look at the campus, highlighting the facilities, academic programmes, and student life. They can be interactive, allowing the user to navigate through the campus and click on specific buildings or areas to learn more about them. Some virtual tours also include videos or 360-degree views, giving the user a more immersive experience.
Virtual tours not only benefit prospective students, but also the institution itself. They can increase enrollment rates by providing a convenient and accessible way for students to explore the campus. Additionally, virtual tours can help reduce the workload of admissions staff by allowing them to focus on more personalised interactions with prospective students. Overall, university and college virtual tours are a valuable tool for higher education institutions and should be considered as part of their content marketing strategy.
(i) User-Generated Content
User-generated content, which refers to content created and shared by school students, alumni, faculty, and other content creators in the educational community, has become increasingly significant for higher education institutions. This type of content provides a unique and authentic perspective, showcasing the real student experiences, for instance, and other voices within the institution.
From student testimonials and reviews to social media posts and blog articles, user-generated content offers valuable insights and helps build a sense of community. Higher education institutions can leverage user-generated content to enhance their marketing efforts, strengthen their online presence, and foster a genuine connection with prospective students, current students, and alumni.
(4) Creating a Communications Strategy
Once you’ve created a higher education content marketing strategy, the next step is to develop a communications strategy for your content to reach its intended audience. Effective communication is critical in ensuring that your target audience receives the right message and is motivated to take the desired action. In higher education, effective communication is necessary to attract students, potential sponsors, donors, and faculty to the institution.
These communication channels should be selected based on the preferences of the audience. For instance, if the target audience is more active on social media, the institution should consider using social media platforms such as Facebook, Twitter, Linkedin and Instagram to communicate with the audience. Using these channels to create social media posts to promote your content can lead to increased traffic to your website and allow your target audience to engage with your social media content through comments and messages.
Another effective channel to promote higher education content is through email marketing, and you can use it to provide updates on your tertiary institution and highlight new content.
You could also collaborate with other tertiary institutions or even influencers like thought leaders in the same field as you. This can lead to increased visibility, credibility and reach.
Tertiary institutions should try out various communication methods to effectively reach their desired audience. They can use different channels like influencers, partnering with other businesses, and digital ads to communicate their message. Using multiple channels helps institutions reach a wider range of people and increases the likelihood of attracting new students, sponsors, donors, and faculty.
Build a Community Around Your Campus
As higher education institutions continue to adapt to the ever-changing landscape of digital marketing, building a community around their campus remains a crucial aspect of their digital marketing strategy. This strategy involves creating an engaging online presence that fosters a sense of community among students, faculty, alumni, and prospective school students, and these can be done through a bespoke social media strategy and effective email newsletters, as I’ve outlined above.
Through social media, blogs, forums, emails and other online platforms, institutions can create a space where members of the community can interact, share their experiences, and stay up-to-date with the latest news and events. These platforms allow you to connect with your audience on a personal level and provide a space for them to engage with your institution. By creating a media calendar that includes a variety of content such as campus events, student stories, and alumni success stories, you can keep your community engaged and informed.
(5) Measure Your Content Marketing Success
After creating a content marketing strategy for your higher education institution, it is important to measure its success. Measuring the success of your content marketing efforts can help you understand how effective your strategy is and identify areas for improvement. There are several metrics you can use to measure the success of your content marketing, including website traffic, engagement rates, and lead generation.
5.1 Website Traffic
Website traffic is an important metric to track because it can help you understand how well your content is resonating with your audience. By measuring website traffic, you can identify which pieces of content are most popular and which topics your audience is most interested in.
5.2 Engagement Rates
Engagement rates, such as social media likes, shares, and comments, can also help you understand how well your content is resonating with your audience.
5.3 Lead Generation
Lead generation is another important metric to track because it can help you understand how well your content is converting visitors into leads. By tracking lead generation, you can identify which pieces of content are most effective at generating leads and which topics your audience is most interested in. You can then use this information to create more targeted content that is more likely to convert visitors into leads.
Measuring the success of your content marketing strategy is important for understanding how effective your strategy is and identifying areas for improvement. By tracking website traffic, engagement rates, and lead generation, you can gain valuable insights into the effectiveness of your content marketing efforts and make data-driven decisions to improve your strategy.
Conclusion
Content marketing has become vital in education marketing. To differentiate themselves from competitors, tertiary institutions must create a content marketing plan that emphasises high-quality content to showcase their expertise and establish credibility. By implementing these strategies, they can establish a robust online presence, attract new prospects, and increase student enrollment. Ultimately, investing in content marketing is crucial for higher education institutions aiming to stay competitive in the digital age.
Get Started Here!
Take the first step towards elevating your tertiary institution’s brand and start driving conversions through your content marketing initiatives. Connect with me at +65-9622-8824 or bei@beithoven.com to find out how we can work together to create a winning content marketing plan tailored specifically for higher education institutions today!
Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing for small businesses. She mostly writes about China marketing (Chinese market marketing), content marketing, SEO, GenAI, metaverses, and social media.