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The content marketing formula

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How does one determine what content to produce to get the best SEO results while at the same time optimally engaging your target student

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The content marketing formula

  1. 1. The 70/20/10 Content Marketing Formula Slide 1 The 70/20/10 Content Marketing Formula
  2. 2. The 70/20/10 Content Marketing Formula Slide 2 1) The SEO Challenge 2) The 70/20/10 Formula 3) 70% 4) 20% 5) 10% Overview Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  3. 3. The 70/20/10 Content Marketing Formula Slide 3  The big SEO challenge for higher ed institutions becomes clear once you start examining keyword rankings for their main academic programs.  Hundreds, if not thousands of schools, have the same program names so it is difficult for a school to rank highly for a search like “full time BA degree in psychology New York” (even with the regional geographic modifier attached.)  To rank highly today, and be seen by prospective students in their early stage web searching, higher ed marketers must now also produce high quality, engaging, relevant and recurring content about their academic programs, that includes related short and long tail keywords. 1. The SEO Challenge Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  4. 4. The 70/20/10 Content Marketing Formula Slide 4  This model will help you determine how content can be focused to get the optimal results on both fronts.  It was developed in the advertising world to support balanced content marketing strategy in brand development.  It was recently highlighted by Coca-Cola when used as part of a long-term content marketing strategy for Coke but applies equally well to higher education marketing. 2. The 70/20/10 Formula Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  5. 5. The 70/20/10 Content Marketing Formula Slide 5  70% of your content should be low risk, basic information that talks about the fundamental elements of your program.  Some people refer to this type of content as link bait. But don’t get the wrong idea.  To be successful with the search engines and your prospective student you must be committed to producing high quality content even at this basic level.  You must provide useful articles, with merit, that are on topics proven to be of interest to your audience.  This content, with a purpose, should provide basic information and answer the basic questions about you programs.  Don’t overthink it, keep it clean, simple and effective and always link it back to the other basic elements of your program. 3. 70% Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  6. 6. The 70/20/10 Content Marketing Formula Slide 6  The next 20% of the content that you create should be innovative, responsive content, discussing the same prioritized topics that you covered in the 70%, but taken to a deeper level.  They might be a bit edgier; you might take a unique stance, or respond to seasonal shifts in the general case.  This content may also take a different form as ebooks, webinars, or infographics.  Deeper discussion of your priority topics provides serious prospects with more information and more insight into your program’s personality, as they form opinions about your institution and compare it to other schools.  Search engines are exposed to more detailed text covering your key topics, encountering more synonyms, antonyms, and related long tail keyword phrases. 4. 20% Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  7. 7. The 70/20/10 Content Marketing Formula Slide 7  It is within the final 10 % of your content where you should proactively and re-actively experiment with your subject matter.  It’s where you introduce controversial new ideas, take some risk with opinion pieces, or experiment with feedback to comments to the 70% and 20%.  It presents you with the opportunity to learn more about your visitor’s preferences, win readers, lose readers and celebrate your content expertise.  By getting out ahead of your reader with this kind of content you can test new trends, present new ideas and have a bit of fun along the way.  This is your opportunity to do marketing with some flair.  Just remember not to step out too far outside the range of “normal”, as defined at your institution. 4. 10% Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula
  8. 8. The 70/20/10 Content Marketing Formula Slide 8 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+

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