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Content Marketing for Colleges

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Content Marketing for Colleges

  1. 1. 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
  2. 2. What to Expect <ul><ul><ul><li>How do we currently get found? </li></ul></ul></ul><ul><ul><ul><li>Creating great content </li></ul></ul></ul><ul><ul><ul><li>Getting found </li></ul></ul></ul><ul><ul><ul><li>Being worthy </li></ul></ul></ul><ul><ul><ul><li>What happens next? </li></ul></ul></ul>
  3. 3. Student Search Has Changed <ul><ul><ul><li>Student Lists </li></ul></ul></ul><ul><ul><ul><li>Attend College Fairs </li></ul></ul></ul><ul><ul><ul><li>International/Domestic Visits </li></ul></ul></ul>
  4. 4. New Ways They Find Us <ul><ul><ul><li>Search Engines </li></ul></ul></ul><ul><ul><ul><li>Content Sites </li></ul></ul></ul><ul><ul><ul><li>WOM/Viral </li></ul></ul></ul>
  5. 5. How Do We Currently Get Found?
  6. 6. Traditional Methods (Push) <ul><ul><ul><li>Brand Recognition </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Print </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Fairs </li></ul></ul></ul>
  7. 7. New Methods = Content (Pull) <ul><ul><ul><li>Viral – Lip Dub </li></ul></ul></ul><ul><ul><ul><li>Offers – White Papers, Videos, Quizzes </li></ul></ul></ul><ul><ul><ul><li>Engagement – Community </li></ul></ul></ul>
  8. 8. “ 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
  9. 9. How Do We Create Great Content?
  10. 10. Know Our Audience* <ul><ul><ul><li>* As much as we can </li></ul></ul></ul><ul><ul><ul><li>College as personal choice (Identity) </li></ul></ul></ul><ul><ul><ul><li>Factors we can’t immediately change </li></ul></ul></ul><ul><ul><ul><li>Who are we looking for? </li></ul></ul></ul>
  11. 11. Who Is the Audience? <ul><ul><ul><li>Students & Parents – but what about them? </li></ul></ul></ul><ul><ul><ul><li>Targeting by Segmentation </li></ul></ul></ul><ul><ul><ul><li>Key Influencers at Key Times </li></ul></ul></ul>
  12. 12. What Are They Looking for? <ul><ul><ul><li>Majors? </li></ul></ul></ul><ul><ul><ul><li>Financial Aid? </li></ul></ul></ul><ul><ul><ul><li>Student Activities? </li></ul></ul></ul>
  13. 13. How Do They Want It? <ul><ul><ul><li>Old vs. New School </li></ul></ul></ul><ul><ul><ul><li>Tech Savvy </li></ul></ul></ul><ul><ul><ul><li>Socially </li></ul></ul></ul>
  14. 14. They Have It! Now What? <ul><ul><ul><li>Offers & Conversion Forms </li></ul></ul></ul><ul><ul><ul><li>Keeping them Engaged </li></ul></ul></ul><ul><ul><ul><li>Trying not to inundate </li></ul></ul></ul>
  15. 15. Great Content First… <ul><ul><ul><li>Content Greatness </li></ul></ul></ul><ul><ul><ul><li>Anything Can Work </li></ul></ul></ul><ul><ul><ul><li>Clear Calls to Action </li></ul></ul></ul><ul><ul><ul><li>Limit Noise/Confusion </li></ul></ul></ul>
  16. 16. Who Creates This? <ul><ul><ul><li>Faculty </li></ul></ul></ul><ul><ul><ul><li>Staff </li></ul></ul></ul><ul><ul><ul><li>Students (prospective, current, alumni) </li></ul></ul></ul><ul><ul><ul><li>Vendor </li></ul></ul></ul>
  17. 17. What Should We Create? <ul><ul><ul><li>Define based on audience research </li></ul></ul></ul><ul><ul><ul><li>Listening strategy </li></ul></ul></ul><ul><ul><ul><li>Address a known problem </li></ul></ul></ul><ul><ul><ul><li>What do you want to be known for? </li></ul></ul></ul>
  18. 18. Not Special Project Based <ul><ul><ul><li>Web Page Content – majors/admission </li></ul></ul></ul><ul><ul><ul><li>Home Page – Clear, easy, calls to action </li></ul></ul></ul><ul><ul><ul><li>Consistent </li></ul></ul></ul>
  19. 19. Great Content Marketing Examples
  20. 25. How Do We use Great Content? <ul><ul><ul><li>Brand Awareness & Inform </li></ul></ul></ul><ul><ul><ul><li>Strategic & Proprietary </li></ul></ul></ul><ul><ul><ul><li>Lead Capture </li></ul></ul></ul><ul><ul><ul><li>Contest </li></ul></ul></ul>
  21. 26. Getting Found
  22. 27. Organically <ul><ul><ul><li>SEO – know your keywords </li></ul></ul></ul><ul><ul><ul><li>Page Title, Headers </li></ul></ul></ul><ul><ul><ul><li>URL </li></ul></ul></ul><ul><ul><ul><li>Images </li></ul></ul></ul><ul><ul><ul><li>Limit Reliance on Assets </li></ul></ul></ul>
  23. 28. Get Linked <ul><ul><ul><li>Great content </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>WOM </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul>
  24. 29. Provide Community <ul><ul><ul><li>Create opportunities </li></ul></ul></ul><ul><ul><ul><li>Provide niche cliques </li></ul></ul></ul><ul><ul><ul><li>IRL events </li></ul></ul></ul>
  25. 30. Getting Found - Paid <ul><ul><ul><li>PPC Campaigns – Learn from Key words </li></ul></ul></ul><ul><ul><ul><li>Segment and target your market </li></ul></ul></ul><ul><ul><ul><li>Sponsorships count </li></ul></ul></ul>
  26. 31. Do Something Different <ul><ul><ul><li>UCG Campaigns </li></ul></ul></ul><ul><ul><ul><li>Easter Eggs and Trivia </li></ul></ul></ul><ul><ul><ul><li>Make Someone A Celebrity </li></ul></ul></ul><ul><ul><ul><li>Use your Mascot </li></ul></ul></ul>
  27. 32. After Being Found <ul><ul><ul><li>Engage - Find out more </li></ul></ul></ul><ul><ul><ul><li>Personalize- Where are they in the process </li></ul></ul></ul><ul><ul><ul><li>Nimble, Authentic and Attentive </li></ul></ul></ul><ul><ul><ul><li>Offers </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul>
  28. 33. Questions? Jessica Krywosa Director of Web Communication, Suffolk University http://doteduguru.com/ http://krywosa.com http://twitter.com/jesskry

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