The document discusses how higher education institutions can use digital content offers to attract, convert, and delight prospective students through each stage of the enrollment funnel. It provides examples of different types of content offers like eBooks, webinars, guides, and videos that can be utilized at the top, middle, and bottom of the funnel to generate inquiries, applications, and enrolled students. Tips are also given on testing content offers and setting goals to improve digital marketing and recruitment efforts.

1. PRESENTERS:
Megan Bys
Amanda Tower
KILLER CONTENT OFFERS FOR
HIGHER EDUCATION
WEBINAR | 4.28.16

2. PRESENTERS
2
Amanda Tower | Content Strategist
She works with clients to create compelling web
content and develop effective marketing strategies.
Megan Bys | VP of Content Strategy
She leads content strategy and inbound marketing
consultation to build new websites and innovative
marketing campaigns for our higher education clients.

3. SUMMARY
3
Annual reports. Viewbooks. Direct mail. Tired of the same old song and
dance when it comes to #highered marketing? We are, too.
During the next hour, we’ll cover:
• What are digital content offers?
• How do we use them effectively in higher education?
• What works best for different audiences?
• How do we use them to nurture leads through the funnel?

4. #TBT
4

5. #MAIL #VINTAGE
5

6. WELCOME TO 2016
6
of Internet traffic will be
video content within the
next two years
of communications will
be visual by 2018
of students used social
media when deciding to
where to enroll
Inbound marketing practices produce
more inquires than
traditional marketing
practices

7. CON-TENT OFF-ER
7
A high-value piece of digital content that promotes your
inbound marketing and recruitment efforts.
• Address challenges your audience faces. 10 Tips for Choosing
an MBA Program.
• Build reciprocating relationships.“You give me your contact
information, we’ll provide this eBook.”’
• Help nurture leads through their digital enrollment journey.

8. THE SHORT LIST
8
• Calculators
• Checklists
• Contests and Games
• Courses / Video Tutorials
• Ebooks
• How-To’s
• Interactive Infographics
• Quizzes
• Resource Kits
• SlideShare Presentations
• Templates
• Webinars
• Whitepapers
• Worksheets
• Viewbooks

9. Inbound Funnel
Attract | TOP OF FUNNEL(TOFU)
Users in the Attract phase are just getting to know your brand. Content offersshould be used to bring more qualified
prospectsto your website and collect enoughinformation to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
1
Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook
or submitted an RFI, but you’ll need to continue the engagement to turnthat prospect into an applicant. Content offers
will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
2
Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They may be a student, but
recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going
communication and content offersthat address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
3
RE-AUTOMATE

10. ATTRACT
10
TOP OF FUNNEL (TOFU)

11. DIGITAL ENROLLMENT JOURNEY
HIGH SCHOOL
HENRY
• Is my program of
interest available?
• Where do I want
to live? (location)
• What college is the
right fit for me?
• How will I finance
my education?
• What outcomes will I
see from my
program?
• Is there early
decision available?
• What’s happening on
campus?
• Are there tours or
meetups available?
• What classes will I
take my first
semester?
11
ATTRACT | TOFU CONVERT | MOFU DELIGHT | BOFU
CTA: INQUIRE CTA: APPLY CTA: ENROLL

13. BLOGS
13

14. BLOGS
14
30 DAY RESULTS:
Averaging a new TOFU inquiry each day!

16. EBOOKS
16

17. EBOOKS
17

18. EBOOKS
18

19. VIEWBOOK
19

20. VIEWBOOK
20

21. ATTRACT: TOFU STRATEGIES
• Cast a wide net to capture searches around relevant keywords
and trending topics
• Leverage blog content to generate inquiries through clear call-
to-action buttons and RFI forms
• Earn trust with altruistic, high value resources like eBooks, tip
sheets, checklists and kits that make prospective students’
search easier
21

22. CONVERT
22
MIDDLE OF FUNNEL (MOFU)

23. DIGITAL ENROLLMENT JOURNEY
23
HIGH SCHOOL
HENRY
• Is my program of
interest available?
• Where do I want
to live? (location)
• What college is the
right fit for me?
• How will I finance
my education?
• What outcomes will I
see from my
program?
• Is there early
decision available?
• What’s happening on
campus?
• Are there tours or
meetups available?
• What classes will I
take my first
semester?
ATTRACT | TOFU CONVERT | MOFU DELIGHT | BOFU
CTA: INQUIRE CTA: APPLY CTA: ENROLL

24. GUIDE
24

25. GUIDE
25

26. WEBINAR
26

27. WEBINAR
27

28. CONVERT: MOFU STRATEGIES
• Leverage content offers to fully qualify your inquiries
• Add additional form fields to obtain more information
(Anticipated Start, Company, Title, Education History)
• Showcase outcomes with impactful visual content offers that
tell your story
• Continue to serve as a resource, answer questions and alleviate
barriers to application
28

29. DELIGHT
29
BOTTOM OF FUNNEL (BOFU)

30. DIGITAL ENROLLMENT JOURNEY
30
HIGH SCHOOL
HENRY
• Is my program of
interest available?
• Where do I want
to live? (location)
• What college is the
right fit for me?
• How will I finance
my education?
• What outcomes will I
see from my
program?
• Is there early
decision available?
• What’s happening on
campus?
• Are there tours or
meetups available?
• What classes will I
take my first
semester?
ATTRACT | TOFU CONVERT | MOFU DELIGHT | BOFU
CTA: INQUIRE CTA: APPLY CTA: ENROLL

31. WHITEPAPER
31

32. WHITEPAPER
32

33. WHITEPAPER
33

34. EVENT
34

35. EVENT
35

36. DELIGHT: BOFU STRATEGIES
• Focus on offerings that continue the conversation (both online
and offline)
• Introduce new forms of engagement with high-touch offerings
like tours, meetups and coffee chats
• Create content offers that help prospective students see
themselves on your campus or in your program
36

37. TAKEAWAYS
37

38. Inbound Funnel
Attract | TOP OF FUNNEL(TOFU)
Users in the Attract phase are just getting to know your brand. Content offersshould be used to bring more qualified
prospectsto your website and collect enoughinformation to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
1
Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook
or submitted an RFI, but you’ll need to continue the engagement to turnthat prospect into an applicant. Content offers
will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
2
Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They’re a student, but
recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going
communication and content offersthat address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
3
RE-AUTOMATE

39. TIPS FOR GETTING STARTED
39
• Start with a goal. Do we want to generate more inquiries?
Are we looking to drive more application completions?
Should we focus on melt prevention?
• Recycle, repurpose, reuse.Time is always of the essence
when it comes to meeting your enrollment goals.
• Test out an offer.Test out a content offer or two at various
stages of the funnel to see what works best for you.
Need help with strategy and execution? Contact us.

40. 40

41. 41
Megan Bys
Vice President of Content Strategy
@megancendrowski
megan@convergeconsulting.org
Thank you!
Amanda Tower
Content Strategist
@imatower
amanda@convergeconsulting.org