The Importance of Content Marketing for Higher Education
You know that feeling when you’re sitting in a lecture hall, glazed eyes staring blankly at the professor? Yeah, we’ve all been there. As stimulating as higher education can be, student engagement remains a huge challenge. But what if content marketing held the secret sauce? Believe it or not, the techniques that make brand content shareable, meaningful, and impactful could be a game changer for student engagement. In this post, we’ll explore how higher education content marketing principles like storytelling and relevance can light a fire under students’ minds and transform the learning experience. Stick around as we unlock a new formula for captivating and connecting with learners in the digital age.
Creating Shareable Content That Engages Students
Content marketing is key to engaging minds in higher education today. Students today consume content across platforms, and they expect information to be delivered in an engaging, multimedia format. Using blogs, social media, video and more, schools can connect with potential students where they are.
Schools that embrace content marketing open lines of communication with both current and prospective students. Through an active blog, social media presence, and email newsletter, schools can share information about campus life, new programs, internship opportunities, alumni spotlights, and more.
Staying engaged after enrollment
Content marketing doesn’t stop once a student enrolls. Schools should continue to provide value through content that enhances the student experience. For example, content on study tips, career advice, health and wellness resources, and opportunities outside the classroom.
Schools may also spotlight professors and their research through content marketing. This helps establish the school as a thought leader in various fields of study and enhances the school’s prestige.
Of course, content marketing for higher education should aim to strengthen brand loyalty and affinity. The ultimate goal is turning students and parents into lifelong advocates for the school. By engaging minds during the college search and beyond, schools can build meaningful connections that last.
Measuring Content Marketing Success in Higher Ed
Focus on visuals
In today’s digital world, students expect content that is highly visual. Adding images, graphics, videos and other visual elements will make your content infinitely more shareable and engaging. Studies show that posts with visuals receive more than double the engagement of text-only posts.
Keep it short
Students have short attention spans, so keep your content brief and scannable. Aim for posts and sections that can be read in 2 minutes or less. Short paragraphs, bullet points and numbered lists are easy to read and share.
Inspire and empower
Share stories and examples that inspire students and give them a sense of empowerment or possibility. For example, profile successful alumni or share a story of a student overcoming adversity. This type of uplifting content will resonate most with students.
Discuss trending topics
Pay attention to topics trending on social media and in the news that relate to students’ interests or fields of study. Discuss these trending topics and current events on your blog to drive engagement. But provide a unique perspective based on your school’s values or areas of expertise.
Offer value
The content that is most shareable offers the audience real value. This could be in the form of useful information, actionable tips, resources, tools or advice. For example, share study tips for exams, provide career or networking advice, or highlight useful tools for productivity or time management.
With highly visual and valuable content on trending topics that inspires and empowers, you’ll be creating content that students want to read and share. And that will lead to greater engagement and reach for your school’s content marketing.
