Content Marketing for Colleges

Content Marketing for Colleges: Drive Search Results & Boost Admissions Jessica Krywosa Director of Web Communication, Suffolk University http://doteduguru.com/ http://krywosa.com http://twitter.com/jesskry

What to Expect
How do we currently get found?
Creating great content
Getting found
Being worthy
What happens next?

Student Search Has Changed
Student Lists
Attend College Fairs
International/Domestic Visits

New Ways They Find Us
Search Engines
Content Sites
WOM/Viral

How Do We Currently Get Found?

Traditional Methods (Push)
Brand Recognition
Email
Print
Advertising
Fairs

New Methods = Content (Pull)
Viral – Lip Dub
Offers – White Papers, Videos, Quizzes
Engagement – Community

“ Content marketing is the marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience. The objective – driving profitable consumer action.” - Joe Pullizzi, Junta42

How Do We Create Great Content?

Know Our Audience*
* As much as we can
College as personal choice (Identity)
Factors we can’t immediately change
Who are we looking for?

Who Is the Audience?
Students & Parents – but what about them?
Targeting by Segmentation
Key Influencers at Key Times

What Are They Looking for?
Majors?
Financial Aid?
Student Activities?

How Do They Want It?
Old vs. New School
Tech Savvy
Socially

They Have It! Now What?
Offers & Conversion Forms
Keeping them Engaged
Trying not to inundate

Great Content First…
Content Greatness
Anything Can Work
Clear Calls to Action
Limit Noise/Confusion

Who Creates This?
Faculty
Staff
Students (prospective, current, alumni)
Vendor

What Should We Create?
Define based on audience research
Listening strategy
Address a known problem
What do you want to be known for?

Not Special Project Based
Web Page Content – majors/admission
Home Page – Clear, easy, calls to action
Consistent

Great Content Marketing Examples

How Do We use Great Content?
Brand Awareness & Inform
Strategic & Proprietary
Lead Capture
Contest

Getting Found

Organically
SEO – know your keywords
Page Title, Headers
URL
Images
Limit Reliance on Assets

Get Linked
Great content
Email
WOM
Social Media

Provide Community
Create opportunities
Provide niche cliques
IRL events

Getting Found - Paid
PPC Campaigns – Learn from Key words
Segment and target your market
Sponsorships count

Do Something Different
UCG Campaigns
Easter Eggs and Trivia
Make Someone A Celebrity
Use your Mascot

After Being Found
Engage - Find out more
Personalize- Where are they in the process
Nimble, Authentic and Attentive
Offers
Analytics

Questions? Jessica Krywosa Director of Web Communication, Suffolk University http://doteduguru.com/ http://krywosa.com http://twitter.com/jesskry

Content Marketing for Colleges

by Jess Krywosa on Aug 18, 2010

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Content Marketing for Colleges — Presentation Transcript