Do you remember researching colleges when you were a senior in high school? You don’t have to be long graduated to know that the college research process is very different today than in years past. No longer are books, magazines, and brochures the first line of information for students. Today, most communications take place on the internet.

As you consider your college’s website, realize that much of your traffic is simply looking for information. Visitors aren’t ready to apply – they may not even be ready to talk to anyone. Thankfully, your school’s content strategy can help with top-of-the-funnel leads. With the right content, you can attract potential students and nurture them through the enrollment journey.

6 Key Pieces of Content for Higher Ed Marketing

Below are six pieces of content that your higher education marketing teams should be utilizing.

1. Campus News

Campus news is a great way to get prospects interested in your school. Students choose their college based on various factors, and campus life is one of them. Share big events such as exciting wins, theater productions, academic achievements, and more. Students enjoy seeing what’s important to your school and where they might fit in.

2. Career Guides

The purpose of going to college is to prepare for a rewarding career. Show students how your school can help them plan for their futures. The best way to do this is by creating a short guide or checklist that is included on your landing page. As you build a list of prospective students, you can nurture them with relevant content based on their areas of study.

3. Student Stories

Ask current students to contribute original content that can be posted to your blog or newsletter. This will offer a unique perspective that new students appreciate. As much as your admissions, enrollment, and marketing departments study students and your school, they’re not living the college life. This is why content often falls short.

4. City Information

Share information about the town or city your college is located in. This gives students and families a better idea of where they will be living. Write reviews about nearby attractions, popular restaurants, and hotels. Also share information about local businesses, as students may be able to find part-time work or internships here.

5. Alumni Achievements

Prospective students like to see what alumni have done, as this is where they picture themselves being in 4-5 years. Highlighting success stories and achievements gets students excited for their own futures. The best place to connect with alumni is on social media. If you don’t have one already, start a LinkedIn page or Facebook group specifically for alumni.

6. Extracurricular Activities

If students get accepted to your school, they’ll want to know what types of activities they can participate in. Include content on your website that details your clubs, sports teams, committees, and activities. By creating this content, you can target specific students who are interested in sports and other extracurricular activities. Plus, it’s always a great move to show off your school spirit!


To create effective content, put yourself in the readers’ shoes. Many of the visitors coming to your site aren’t ready to fill out an application. All they want is to get a better understanding of your school, programs, and campus culture. By including the above six types of content in your higher ed marketing strategy, you can appeal to visitors and nurture them through the enrollment funnel.