Last updated on September 24th, 2024 at 03:42 pm
What Is Education Content Marketing?
Education content marketing is a marketing strategy that focuses on creating and distributing valuable, informative, and relevant content to attract and engage a target audience within the education sector, which may include students, parents and caregivers as its primary audience and teachers and other stakeholders in the education sector as its secondary audience.
This strategy is commonly used by educational institutions, edtech companies, publishers, and other organisations related to education.
Why Is Content Marketing for Higher Education Institutions or Education Institutions Important?
Choosing an educational institution, especially for higher education, is a momentous decision for students and parents, as it will have far-reaching consequences for their future. To attract this group of potential customers, educational institutions should leverage content marketing to build trust and ignite curiosity among prospective students. Without this foundation, students may be hesitant to explore or enroll in the institution’s programmes.
By consistently producing valuable, high-quality content that positions the institution as an industry leader, it enhances its reputation, leading to students actively seeking information about it. This recognition and trust, nurtured through content marketing, will contribute to a more substantial return on investment (ROI).
20 Must-Have Content Topics for Education Marketers
Education marketing strategies employ a mix of digital marketing strategies, traditional marketing methods, and offline tactics tailored to an educational institution’s objectives. Content marketing stands out as a leading strategy, known for its long-lasting and effective impact on enrollment. To maximise its effectiveness, it can be combined with other marketing efforts like organic search optimisation, or search engine optimisation (SEO), search engine marketing (SEM), e-newsletters, video marketing, social media marketing, digital advertising, direct mail and public relations (PR).
What kind of content topics should education marketers focus on then, in order to achieve their objectives of establishing their education institution as an industry authority and attracting potential students? Here are the top 20 content topics that you as an education marketer might want to consider.
1. Programme Overviews
Programme overviews in the context of education marketing refer to detailed and informative content that provides future students and other stakeholders with an understanding of the academic programmes and courses offered by your institution so that individuals can make informed decisions about their educational pursuits. Such content usually includes the following.
a. Admissions Criteria
Information on student recruitment and admissions, such as how to gain admissions to the programmes, test scores, prerequisites, and the application process and deadlines.
b. Degree Requirements
Specific requirements to earn a specific degree, including the number of credits, courses, and any prerequisites needed.
c. Curriculum Details
An in-depth breakdown of the curriculum that includes the core and elective courses, specialisations, and any unique projects associated with the programme.
d. Course Descriptions
Descriptions of the content outline , objectives, and learning outcomes of individual courses within the programme.
e. Faculty and Expertise
Information about the faculty members who teach in the programme, such as their qualifications, research interests, and areas of expertise. It is important to highlight these details to enhance the programme’s credibility.
f. Potential Career Paths
Outline the career opportunities and paths that the programme can lead to, with insights into potential job titles, industries, and employers where graduates can find employment and fulfilment.
g. Internships and Experiential Learning
Information on internships, co-op programmes, or any hands-on learning opportunities associated with the programme, which is critical for students to gain practical experience.
Such information help prospective students understand the structure of the programmes, what to expect, and how each programme aligns with their educational and career goals.
h. Support Services
Information about academic and career support services available to students, such as tutoring, advising, and job placement assistance.
2. Student Stories and Testimonials
Sharing the real-world stories, testimonials and experiences of current students who have achieved success in the programme is an excellent way for an educational institution to build credibility and trust, showcase the impact and value of its programme, and engage with prospective students and their families, most of whom often look for insights from those who have first-hand experiences with the institution. Hearing from real students can create a sense of connection and relatability, and help to build confidence in the institution’s offerings.
Student testimonials, on the other hand, can address common concerns or doubts that prospective students may have. For instance, a testimonial from a student who overcame obstacles can inspire others in a similar situation. Encouraging student testimonials can also create a stream of user-generated content (UGC), which can be authentic and engaging for prospective students.
3. Faculty Spotlights
Highlighting the expertise, achievements, and research of your faculty members can demonstrate the quality of education at your institution and enhance its credibility in the eyes of prospective students and stakeholders, who are more likely to trust an institution with accomplished faculty.
Pushing out such content will also help in talent recruitment, as it will draw talented educators and researchers, who are often attracted by educational institutions with strong faculty.
In a competitive educational landscape, showcasing the faculty’s expertise can also serve as a distinguishing factor, highlighting the distinct strengths and talents that set the institution apart from others.
4. Admissions Guidance
Admissions guidance, an extension of the previous point above (1a), provides essential information and support to prospective students considering enrollment at an educational institution. It covers eligibility requirements, application procedures, crucial documents and deadlines, selection processes, housing details, orientation, and also offers advice on crafting personal statements, interview preparation, and portfolio assembly. This comprehensive resource simplifies the admission process and fosters a sense of institution support, building a positive pre-application rapport with students and their families.
Admissions guidance content can also serve as a lead generation tool. As students access this information, educational institutions can capture their contact details for further communication and follow-up, nurturing the prospect into a confirmed applicant.
5. Scholarships and Financial Aid
Scholarships and financial aid content is a vital resource for prospective students too. It provides information about tuition fees, available scholarships, grants, and financial aid programmes, empowering students to make informed decisions about their education, nurturing their aspirations, and instilling trust in the institution’s commitment to their financial planning and academic success.
6. Campus and Facilities
Providing insights into the campus and campus facilities of an educational institution plays a pivotal role in attracting a wider audience of students. Virtual campus tours and photo galleries serve as windows to the institution’s physical environment, offering a glimpse of its state-of-the-art facilities, well-equipped libraries, cutting-edge laboratories, and picturesque surroundings, much like actual campus visits. This visual content not only immerses potential students in the campus experience but also fosters a sense of connection, even before setting foot on the grounds. It also effectively convey the message that it’s an environment conducive to learning, research, and personal growth, further enticing students to embark on their academic journey within these inspiring settings.
7. Research and Publications
Sharing research findings, white papers, and publications from both faculty and students is a strategic means of positioning the institution as a hub of academic excellence. By disseminating these scholarly works, the institution not only showcases the depth and breadth of its intellectual contributions but also underscores its commitment to fostering a dynamic academic environment. It conveys the message that the institution is not only dedicated to educating students but also actively advancing knowledge and addressing real-world challenges. This type of content not only engages prospective students but also resonates with researchers and scholars, ultimately strengthening the institution’s reputation and authority within its academic field.
8. Career and Job Placement
Providing comprehensive information about career and job placement services is instrumental in helping prospective students envision their professional journeys. Sharing data on job placement rates, internship opportunities, and the array of career services available exemplifies the institution’s commitment to not only delivering a quality education but also facilitating a successful transition into the workforce.
By offering a roadmap for students to navigate their future careers, this content topic demonstrates the institution’s dedication to their long-term success and fosters a sense of confidence that prospective students can embark on a path to a fulfilling and rewarding career with the institution’s support.
9. Industry Insights
Industry insights content provides potential students with information on the latest trends, developments, innovations, challenges, and opportunities within specific fields of study. Such content focuses on topics that directly relate to the courses and programmes offered by the educational institution, and should be kept relevant, aligning with the academic interests of the target audience.
Sharing insights from faculty, industry experts, or researchers associated with the institution showcases the institution’s intellectual and academic authority in specific domains, and can also create networking opportunities for students even before they enrol, which can be valuable for their career development.
10. How-To Guides
‘How-to guides’, or step-by-step guides on various aspects of education, from choosing the right major to preparing for examinations, serve as invaluable resources for students and educators, empowering them with essential information needed for them to navigate the complexities of their educational journey.
Such content not only fosters engagement but also establishes the educational institution or platform as a reliable source of guidance and support throughout the learning process.
11. Student Life
Creating content that revolves around the life of your students, such as event highlights and student activities, will play a pivotal role in showcasing the vibrant and dynamic aspects of your campus. By highlighting the extracurricular activities, clubs, and student organisations that make the campus experience unique, educational institutes can effectively engage their target audience and provide a comprehensive view of the holistic student experience.
Besides showing your institution’s commitment to nurturing well-rounded individuals, such content can also showcase the rich tapestry of opportunities available outside the classroom, communicating the unique culture and community that sets your institution apart from its competitors. This will foster a sense of belonging and encourage prospective students to envision themselves as active participants in a vibrant campus environment, adding a new and compelling dimension to your overall content marketing strategy.
12. Virtual Events and Webinars
Virtual events and webinars, or even virtual tours and open houses provide a platform for real-time interactions, and an excellent opportunity for you to showcase the unique selling points of your education institution. It is also a good opportunity for your institution to engage with prospective students directly, answer their questions, address their concerns and build a sense of community. Such virtual events are more cost-effective than traditional in-person events, and can be beneficial for institutions operating with limited budgets.
These events also provide an opportunity to gather participants’ feedback, which can be used to improve future events and refine marketing strategies.
You can also repurpose the content generated from these virtual events and webinars. For example, recorded webinars can be converted into on-demand videos or written articles, thus extending the lifespan and reach of your content.
13. Industry Partnerships
By highlighting industry partnerships with other organisations, you not only demonstrate your institution’s commitment to providing a comprehensive educational experience but also showcase your dedication to remaining at the forefront of industry trends. Moreover, this offers students unique opportunities for hands-on learning, internships, and exposure to real-world challenges, ultimately instilling confidence in prospective students and laying the foundation for a dynamic and enriching educational journey.
14. Alumni Stories
Alumni stories, which share accomplishments and career paths of your past graduate students, provide real-life examples of the impact of an institution’s education and the success of its graduates, and are one of the most powerful tools you can use in education content marketing.
Some examples of the kinds of alumni stories you can create for your education institution include stories and video content about entrepreneurial journeys, career transitions, global impact, community involvement, educational pathways, student life reflections and positive reviews.
These alumni stories should highlight not only the success but also the personal growth, values, and experiences that alumni gained during their time at your institution. They serve as a powerful tool to build credibility, foster a sense of community, and attract prospective students who can envision their own success stories.
15. International Student Resources
Your education institution can provide comprehensive support for prospective international students by pushing out a wide range of related content, which will ensure a seamless transition to studying aboard. These content could include information on visa assistance, orientation programmes, cultural adaptation workshops, housing assistance, healthcare support, academic support, career services, legal and immigration services, mental health and counseling services, emergency support, language assistance, pre-departure details, and financial guidance.
These resources will not only exemplify your dedication to fostering an inclusive and supportive community but also underscore your commitment to facilitating the academic and personal success of your diverse international student body.
16. Online Learning
Your educational content marketing strategy should also shine a light on the world of online courses, e-learning platforms, and the myriad benefits of remote education at your education institution, showcasing the flexibility, accessibility, and personalised learning experiences that online learning affords.
You can create various types of online learning content to engage students, promote your programmes, and provide valuable resources. Types of online learning content your institution can push out include video lectures, interactive quizzes and assessments, e-books and digital textbooks, podcasts, discussion forums, case studies, Massive Open Online Courses (MOOCs), live streaming events, interactive simulations, learning management system (LMS) content, social media posts and resource libraries.
By diversifying the types of online learning content they create, education institutions can cater to different learning preferences, engage a wider audience, and enhance the overall educational experience for students and prospective learners.
17. Diversity and Inclusion
Highlighting your institution’s commitment to diversity, equity, and inclusion can be a powerful message in today’s education landscape. You can position your institution as a strong supporter of diversity and inclusion by focusing on showcasing your dedication to fostering an inclusive learning environment where diverse voices, backgrounds, and perspectives are not only welcomed but celebrated. In this way, your students are empowered to thrive in a richly diverse world and are prepared for the challenges and opportunities of the future.
Such content could include student stories, inclusive curriculum, cultural events and celebrations, diversity statements, diverse faculty and staff profiles, scholarship opportunities, collaborations and partnerships, research and publications, diversity workshops and training, student organisations and clubs, panel discussions and webinars, and resource guides.
Consistency in creating content that highlights your institution’s dedication to diversity and inclusion is key to effectively conveying your commitment. This content not only attracts a diverse student body but also fosters a more inclusive and equitable learning environment.
18. Industry-Specific Insights
As an education marketer, you should also explore tailored content that speaks to the specific needs and interests of students in fields such as healthcare, technology, business, or the arts. Design your content in such a way that it offers the students a wealth of knowledge and a roadmap to success in their chosen domains.
Examples of industry-specific content that education marketers can create to engage their audience include industry trends reports, expert interviews, case studies, how-to guides, white papers, webinars and workshops, industry-specific blogs, resource libraries, portfolio showcases, business and entrepreneurship guides, artistic showcases, industry events coverage, networking opportunities, career path information, alumni success stories, practical exercises and laboratories, industry-specific competitions and internship and job listings.
Creating and curating industry-specific content not only engages students but also positions your institution as a valuable resource for specialised knowledge and expertise. It demonstrates a commitment to preparing students for success in their chosen fields and helps build a strong sense of community within your educational institution
19. Educational Trends
Showcase your institution’s dedication to keeping its students at the forefront of educational excellence by sharing the latest insights and analysis on educational trends, such as competency-based education, microlearning, and digital badges, underscores our mission to provide students with cutting-edge tools and knowledge.
By exploring these innovations, your institution empowers your students to adapt, thrive, and excel in a dynamic educational landscape. Relevant content types include blog posts, infographics, webinars and podcasts, case studies, videos, e-books, white papers, social media content, roundtable discussions, e-newsletters, event coverage, interactive polls and surveys, resource guides, comparison charts, and others that delve into specific educational trends, explaining their significance, implementation, and potential impact on the education sector.
20. Infographics and Visual Content
Visual storytelling is powerful. It is a strategic approach to simplify complex information and make it readily accessible to your target audience. Visual content such as infographics breaks down intricate concepts, demystify data, and transforms the educational journey into a captivating visual narrative. This makes it more easily digestible and shareable on social media platforms.
Education marketers can create a variety of visual content to effectively convey information and engage their audience, such as statistical infographics, process flowcharts, timeline infographics (to highlight historical development, key milestones, achievements, etc.), comparison infographics (compare different programmes, courses, etc.), educational pathways, topic explanations, career outlook charts, visual research reports, checklists and guides, study tips and techniques, and learning methodologies.
Creating infographics or other visual content on these diverse topics can capture the attention of prospective students, provide valuable information, and enhance the overall educational marketing strategy by making complex information more accessible and shareable.
[Infographic] Summary – Download It Here
I’ve summarised the complete 20 content topics that education marketers can explore in one giant infographic. You can download it below.
Conclusion
Education marketers should tailor their content strategy to align with the preferences and requirements of their specific target audience while highlighting the distinctive strengths of their institutions. Furthermore, it is essential to continually evaluate and analyse the performance of your content. Be ready to adapt and fine-tune your strategy based on these insights, ensuring that your content continues to be engaging and informative for your audience.
Get Started Here!
If you’re seeking an experienced education strategist or an education marketing team to assist you in increasing your social media presence or online presence, or even charting and executing a comprehensive marketing campaign for your higher education institution, tuition or language school, online learning platform, coding bootcamp, STEM education centre, corporate training facility, or coaching business, let’s have a conversation! Feel free to reach out at bei@beithoven.com or via phone at +65-9622-8824.
Related posts:
Content Marketing for Higher Education Institutions: Engaging Your Audience with An Effective Gamepl...
Harnessing the Power of Artificial Intelligence for Education Marketing: A Concise Guide to Boost Co...
The Role of a Professional Marketer or Marketing Agency for SaaS EdTech Businesses: How It Can Help ...
Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing. She mostly writes about visual storytelling, AI art, SEO, social media and China marketing.