Why A Content Strategy Matters in Higher Education Marketing

Pete Schauer

Marketing Director

Think content strategies are just for retailers and ecommerce businesses? Content marketing strategies are just as important for your higher institution. By having a clear strategy, you can target prospective students with meaningful, relevant content. It’s even more powerful when the content is delivered in the right moment, such as when a student is looking for information on a nursing or engineering program.

In this post, we’ll explore the reasons why having a content strategy matters for your higher institution. As you’ll quickly learn, content is at the root of it all.

Be There During the Research Phase  

Everything starts with content. Imagine the journey that a typical prospect takes when looking for a college to attend. They turn to the internet to research programs, read about student experiences, view photos and videos of each campus and more. This gives them all the information they need to consider the school or move along.

In order for your institution to be found during the research phase, you need content. Content allows you to share your message, answer questions and nurture prospects through funnel. Because content comes in many forms - infographics, videos, images, articles - it’s possible to appeal to a wide audience.

Capture Attention

You’ve probably read that the average attention span of a human is less than that of a goldfish. It’s not a rumor - it’s fact. According to research from the National Center for Biotechnology Information, human’s have an average attention span of 8 seconds. This means that you have just seconds to capture and hold a person’s attention. It’s not easy.

The best way to attract a prospect’s attention is with a good piece of content. It could be a colorful infographic, a funny meme or a short video. The more engaging and meaningful your content is, the more it will be liked and shared with others. Viral content keeps your institution relevant.

Reach Students in the Funnel

It takes a long time for prospects to convert - college is a major decision! Thankfully, you can use higher EDU content to nurture students through the funnel.

  • Top of the funnel. The “awareness” stage is the perfect time for students to discover general information on your programs. Include keywords that will help the right students find your content.

  • Middle of funnel. The “evaluation” stage is when students are comparing multiple schools to see which one is the right fit. Use your content to hold students in the funnel and show them how you can fulfill their needs.

  • Bottom of funnel. In the last stage, prospects are ready to make a decision. Make it easier for them to convert by providing information on how to fill out an application, answering last minute questions, etc.

Increase Loyalty to Your School

Young students do not choose colleges based on academics alone. They look for the total package - a place where they can learn, grow and have adult experiences. Content lets you cover these bases. You can write a formal article on your programs, share photos of your campus buildings and use storytelling to describe your school’s history.

By delivering high quality content to your audience, you simultaneously increase loyalty. People are more likely to support and stand by the brands they trust. If you can develop this positive relationship with prospective students, they’ll be more likely to keep your school at the front of their minds, even if new schools come along.

Without content, you can’t reach your full potential. Period. To develop a content strategy that produces results for your school, call SEMGeeks today.

 
About the Author: Pete Schauer

Born and raised at the Jersey Shore, Pete Schauer is the Marketing Director at SEMGeeks. He holds a M.A. in Digital Communications from William Paterson University and has 8+ years in the digital space with companies such as Bleacher Report and Social Media Today in addition to SEMGeeks. His background includes creative and professional writing as well as strategic digital marketing communications and management.

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