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