The document discusses how brand storytelling through content marketing can help colleges and universities thrive. It notes that 182 colleges closed between 2011-2015. It argues that schools that reach their audiences through their authentic brand stories using SEO-optimized long-form articles will be more successful. The document provides examples of how schools can target different stages of the customer journey and answer common questions through branded content to improve search performance.

1. Brand
Storytelling
For SEO
Joshua Dodson
@JoshuaDDodson

2. Bentley University
Director of Digital Marketing
Joshua Dodson
Higher Ed Experts
Course Instructor
@JoshuaDDodson

3. #AMABrandStory
Use this:
And be entered to win a scholarship to
one of my Higher Ed Experts courses.

4. Content Strategy
Brand-based
Through SEO research and data

7. 182 colleges
closed between 2011 and 2015,
affecting more than 43,000
students

9. Content
Marketing
It’s effective and it’s not going away

10. Schools that thrive in
the coming years

11. Schools that thrive in
the coming years
Will reach their
audience through
their brand story

12. Why do stories
matter?

13. Fit
Brand

19. Market Demand

20. Who is shaping
the narrative?

21. Answer audience
questions

22. Degree in ________
Why get a

23. Degree in ________
Why get a
At [my university]

24. Targeting
Each stage of
the funnel
Awareness
Information
Decision
Action

25. Answer
audience
questions
Google Keyword Planner
Ubersuggest

26. The Long Tail = ~70%

27. Average Content Length
of Top 10 Results

30. 0
10000
20000
30000
40000
50000
60000
70000
SNHU
Non-branded online program page search
performance (BrightEdge Data Cube Score)
Change

31. 0
10000
20000
30000
40000
50000
60000
70000
SNHU Liberty PSU DeVry Ashford Capella ASU Phoenix
Non-branded online program page search
performance (BrightEdge Data Cube Score)

32. Lift
67%

33. Lift
67%

34. Tone

35. Length

36. Frequency

37. Examples

38. Southern New
Hampshire
University

44. Bentley
University

46. Memorial
University

48. Vanderbilt
University

50. Babson
University

52. Tell the brand story
In an optimized way

53. What did we discuss?
1 Storytelling must be authentic and
brand-consistent
2 Long-form articles are necessary for SEO
3 Use research to inform the articles

54. Rock
Star

55. You
Thank
@JoshuaDDodson