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A content marketing matrix for higher ed

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  • 1. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 1 A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 2. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 2 1) Your Content Strategy – A Matrix? 2) Entertain 3) Inspire 4) Educate 5) Convince 6) Conclusions Overview Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 3. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 3  Creating fresh, relevant web content every week, as you implement your content strategy, is probably one of your greatest challenges.  The toughest part of the process is often coming up with a good content idea and making the decision how to implement it.  Writing to the different stages in your recruitment funnel, establishing awareness with you target audience through to their decision to register is essential. extremely emotional in theirs, and everybody else in between.  This “content marketing matrix” infographic asserts how different types of content format can be best applied across a two dimensional matrix.  There are four distinct categories: Entertain, Inspire, Educate and Convince. 1. Your Content Strategy – A Matrix? Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 4. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 4  Content that entertains your prospective student audience competes with a lot of other forms of very slick content, so roll up your professional marketing sleeves when you tackle this category.  This viral video is a great example of an institution explicitly planning to entertain their audience, capturing that content and then promoting it.  Of course you can’t guarantee virality but if the content is good, you’ve got a shot at it.  Since published in late August this video has had close to 1 million views on YouTube. You have to admit it is entertaining! 2. Entertain Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 5. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 5  Inspiring an target audience is a very serious challenge.  The University of Toronto’s “Boundless” campaign, has accomplished this reasonably well.  This ambitious campaign presents a whole range of celebrity graduates of the university and quite sincerely tugs at your heartstrings with respect to the potential and hope that these individuals (and by extension U of T graduates) can bring to the world by following their chosen passions.  Inspirational content like this is particularly key to connecting with emotional decision makers in the later stages of their buying process. 3. Inspire Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 6. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 6  Educating prospective students about their institutions is the meat and potatoes quadrant for higher ed.  There is still lots of opportunity for you to produce basic “educational” information in the expected formats but keep in mind that emerging technology based tactics offer new ways to provide the traditional information that prospect students need to make their application decisions.  Campus visits and tours will always remain a key component in a student's decision process.  LinkedIn University pages are another example of emerging tech-based “education” tools. 4. Educate Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 7. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 7  Content for the Convince part of the spectrum is where a lot of schools have not spent a lot of energy.  Part of this lies in the historically prevalent attitude that colleges and universities were not in the business of selling themselves.  This is changing, given the pressures of reduced government funding, competitive recruitment practices, online education, etc.  Marketers should spend more time here, honing their skills in communicating their institution's unique value proposition, distinguishing their institution's brand, and selling the features and benefits of their school. 5. Convince Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 8. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 8  So, as you face that regular challenge of “the blank page” and creating that next piece of content marketing, cast your eyes over the content matrix, target a particular persona, and pick an awareness stage and emotional type to help you find a new idea and an appropriate format that can help you meet your current marketing priorities.  It will help you produce these new ideas while at the same time diversifying your target funnel stage and emotional type. 6. Conclusions Source: Higher Education Marketing – A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince
  • 9. A Content Marketing Matrix for Higher Ed: Entertain, Inspire, Educate and Convince Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+