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Mastering Content Marketing in Higher Education
Graeme OwensHigher Education Lead, Linkedin Marketing Solutions
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The Michelin Guide
L a u n c h e d i n 1 9 0 0
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The student journey has changed dramatically
TIMELINE
Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2016
Top influencers on student decision making
PRESENTPAST
Institution website
Family/Friends/
Peers
Institution website
Family/Friends/Peers
Professional Networks
Personal Networks
Reaching students earlier in the decision journey is critical
Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2016
develop their short list before reaching out to a
school representative
72%
make the prospects’ short list
ONLY 3 SCHOOLS
end up enrolling at a school from their
short list
93%
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Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer
action.
C O N T E N T M A R K E T I N G I N S T I T U T E
Your goal might touch any part of the funnel…or beyond
Increase awareness and consideration
Brand
Monetize content directly
Profit Center
Generate quality applicants
Demand
Reduce churn and increase upsell
Retention
Learn about our audiences to improve
our offering
Insights
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Your goal might touch any part of the funnel…or beyond
Brand
2.5 million subscribers to Red
Bulletin, which runs at a profit
Profit CenterDemand Retention Insights
The Furrow has 2 million subscribers, 90%
of whom rely on it as their sole source of
industry information
SecurityIntelligence.combecame the #1 driver of
marketing-generated opportunities for the
security division
Customers who subscribe to thinkMoney Magazine
trade at a 4x higher velocity
4.5 million moms subscribe to
BabyCenter.com and generate countless
insights for marketing and product
How can you use content to win with your students and stakeholders?
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1. Embrace the entire student journey
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Most Higher Ed content is bottom-funnel
Examples:
• Applications
• Online brochures
• Program overview webinars
Map your content to the decision stage
AUDIENCE MINDSET JOURNEY STAGE CONTENT EXAMPLES
• She dreams of owning a home, but isn’t sure it’s the right time given other priorities and concerns
• She wants to buy a home, but doesn’t know what to look for in a mortgage or where to start
• She has a home in mind and is ready to buy a mortgage, but she’s unsure about specific features
• [Blog Post] “Top 10 Mistakes Newlyweds Make”
• [Infographic] “Should I Rent or Buy?”
• [Blog Post] “How to Tell a Good Mortgage from a Bad One”
• [Video] “15 vs. 30 Year Mortgage: What to Consider”
• Mortgage calculator• Online brochure w/consultation offer
Source: https://the-content-strategist-13.docs.contently.com/v/contently-content-methodology?mkt_tok=eyJpIjoiTkRFek1ESmtaakExT1RNNSIsInQiOiJhbVhlVzN2OHdSQ1NWMkZJZ0MwUGtjRjhPMDJhNEtHTVc0OGhhR2JPRjMybVU5M3VHNGVKeFF2U2x2cEVIamk1SHB6Zm1oeXlUZEZqVTF5QjZ0VmlXNnVsVWNCMXl6cVFMUm8raEl1VUNxbz0ifQ%3D%3D
Awareness(Ungated)
Discovery
Selection(Gated)
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What works with prospective students?
InspiringHelpful Entertaining
• Career Development• Leadership• Study tips
• Innovation• Student Stories / Alumni• Business Leaders
• Unique Stories• Humour /Creativity• Current Events
Top 30 Sponsored Content Posts in Past Year (EDU)
Who’s doing it well in Canada
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2. Put the audience first
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Your content sweet spot resides at the intersection
of 3 key questions
1. What does this audience
want?
3. Where is the untapped
opportunity?
2. What are we experts in?
Use these sources to find your sweet spot
1. What does this audience
want?
3. Where is the untapped
opportunity?
2. What are we experts in?
• Conversations with students and prospects• Conversations with admissions advisors• Inbound keyword research• Website analytics
• Your people• Your unique POV• Your history• Your curriculum
• Competitive content audits• Trending Content• Editorial brands• Keyword research
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Who’s doing it well
3. Repurpose and reformat
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Vox.com realized ‘the interview wasn’t the only story we had’
Longform Profile
Use the turkey slice approach to maximize your content
SlideSharePresentations
Webinars
Infographics
Videos
Blog Posts / Sponsored Content/
Whitepaper, Report, etc.
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How this works in practice
• Blog post 1
• Blog post 2
• SlideShare
• Social post 1• Social post 2
• Social post 3• Social post 4
• Social post 5• Social post 6
4. Don’t drop the ball on distribution
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“Content is king but distribution is the kingdom.”
D E R E K T H O M P S O N , A U T H O R , H I T M A K E R S
Packaging is a critical part of branding
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The same is true for content
Imagery is the biggest factor in engagement – so make sure yours is differentiated
Visuals are the new headlines
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There is very little visual content differentiation in higher ed
Who’s doing it well
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Outside your space, brands are going all-in
5. Be Scrappy
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Hack #1: Shoot your own photos
Hack #2: Use templates
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Hack #3: Use free or nearly-free tools
Canva.com
Always be optimizing
Version A: Image featuring device Version B: Image featuring person
160% Higher CTR
289% Higher CVR
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Always be optimizing
Version A: “Guide” Version B: “eBook”
95% Higher CTR
“This work comes out with the century. It will last as long.”
A N D R E M I C H E L I N , 1 9 0 0
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Thank You!
Content Resources:Executive Playbook for University LeadersContent Best Practices for Higher EducationConnected School Playbook
Getting Started Guides:Linkedin Insight TagMatched Audiences: Website RetargetingLinkedin Lead Gen Forms