Higher Ed Content that Stands the Test of Time

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Higher Education Marketing

Education

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 1
Go Evergreen! Higher Ed Content
That Stands The Test Of Time

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 2
1) What makes content Evergreen?
2) Topics For Evergreen Content Development
3) Targeting Student Personas
4) Providing Actionable Advice: “How To” & “Top 10”
5) Examples of “How To” & “Top 10”
6) Supporting students versus program promotion
7) Examples of supportive evergreen content
8) Subtle branding, higher impact
9) Evergreen branding example
Overview
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 3
1. Substantial Evergreen Content Should Be:
Evergreen
Content
Timeless
Consistently
Actionable
Enduringly
Informative
Perpetually
Relevant
Endlessly
Search-worthy
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 4
2. Topics For Evergreen Content Development
 Finding funds for school
 Coping with exam stress
 Starting the year off right
 Connecting with college resources
 Selecting the right program
 Succeeding at group work
 Improving communication skills
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 5
3. Targeting Student Personas
 Understand your target audiences
 Isolate concerns
 Identify motivations
 Anticipate interests
 Shape Evergreen content around
 these insights
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 6
4. Providing Actionable Advice: “How To” & “Top 10”
 Short lists are easy to scan and absorb
 Quick tips and guidance supports lead generation
and helps current students
 Easy to update periodically
 Can be in the form of videos, blogs, articles
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 7
5. Examples of “How To” and “Top 10”
University of Alberta: Social Media Sharing
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 8
Evergreen examples
John Cabot University: Blog Content
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 9
Evergreen examples
Everest College: Website Content
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 10
6. Supporting Students Versus Promoting Programs
 Higher ed evergreen focuses on student needs & success,
rather than overtly promoting programs
 Makes an emotional connection by providing pertinent
information with a broad appeal & lasting relevance –
helping serve current students and generate new leads
 May include FAQs, Testimonials, Industry Resources, Career
Guidance, Tutorials
So urce: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 11
7. Examples of supportive Evergreen content
Academy of Applied Pharmaceutical Sciences: Publishing Student Testimonials
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 12
8. Subtle Branding Makes Higher Impact
 Evergreen content is highly student-centered, so
subtle branding is best
 Consistent visual branding helps schools “show, not
tell” about their commitment to students
 Using strategically placed logos and coordinated
colours aligns evergreen content with its source: a
trustworthy, supportive college
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 13
9. Evergreen Branding Example:
Niagara College: FAQ
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 14
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