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  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • The Marketing Planning Process...Doing It Right!
        • Managing The Sales Pipeline
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends
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How Content Marketing Can Increase Enrollments, Retention

Nov 21, 2018

College Graduates Ceremony.png

 

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Source: Content Marketing Institute

Differentiating your institution from others can be difficult - especially if you limit yourself to a messaging strategy that is feature-rich and filled with overused terms like "world-class faculty", "staff dedicated to your success" and "convenient, flexible learning".

Content marketing helps you share relevant information in ways that grab the attention and interest of your prospective and current students - and, when combined with the proper offers at each stage of their decision-making process, improve retention and enrollment rates.

Your audience - Gen Z - starts their college selection process long ago.  They are interested in something - maybe it's programming or game design or teaching or nursing or electrical engineering.  Whatever their interest is, they have been online searching for information that helps them learn more about the subject.

Their parents have even gone online to learn more about the cost of college, financial aid, how to save and pay for their child's education.  Heck, they probably headed online for articles about coping with children leaving home and heading off to college.

And you have subject matter experts in your institution on all of these topics.

Now, imagine you create an article or video or short self-assessment for these parents and prospective students that they can find online.  And what if they [ex] subscribe to your engineering department's email newsletter that talks about the latest trends and discoveries your faculty, students and alumni are involved in?

That's how content marketing can work for you.

Appeal to the students based on their interests and passions.  Show them how your students, alumni, faculty have the same interests. The same passions.

That's one effective way to differentiate your institution and programs from other colleges and universities!  And it can be significantly more effective at increasing your enrollments that hoping at some point in their junior or senior year in college they type in the right phrase in a Google search and they wind up on your landing page submitting a request for information that leads to an email that talks about "world-class faculty", "staff dedicated to your satisfaction" and "convenient, flexible learning".

Think differently - what does your target audience get excited about? What are their interests? Concerns? Expectations? 

Now, what can you create that addresses those issues in a way that helps establish a relationship with these people?

 

 

 



Tags: Student Recruitment, Content Markteing, Student Retention
Category: Higher Education Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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