In our 4 Digital Marketing Imperatives for Education Business we had touched upon the criticality of investing in content marketing. The more quality content one creates, the larger impact it is likely to have on your potential student base. This article explores how effective content can be created and highlights ways and means to bring the content to life.
- Sources of Content
The best source of content for any education institute is the institute itself. The Faculty, the Pedagogy, the various activities being conducted by the institute, the Programs and the institute success stories can be an effective source of high quality content.
Featuring your key Faculty members can be a highly effective way of establishing your institute’s credibility as a center of high quality education. Similarly the Pedagogy itself can be showcased to address the need solutions of potential students. Featuring academic papers published by your faculty could be another exciting source of content. Sit down with your content marketing agency and brainstorm on potential sources of internal content as a starting point.
Broadly speaking an educational institute could create content around the following subject matters:
- Content built around the institute , its infrastructure, its legacy, its call to fame, success stories
- Content built around pedagogy such as faculty, teaching methodology
- Content built around existing students, the institute culture, student events, programs and how students live and study at the institute.
- Content built around thought leadership such as academic papers, opinion articles, interviews, industry event participation, awards, seminars and talks.
The role of a content marketing agency is to sieve through the mass of potential content and set the content framework that would help establish the institute as a premier educational institute. While creating the framework, care must be taken to ensure that the right application of content is made vis-à-vis the planned outcome.
- Content Packaging
Packaging of content refers to the form factor of your content. Your form factor will determine how easy or difficult it will be for your potential students to internalize your content. Unless content is internalized by your potential audience, it is not likely to leave any impact. Your content marketing agency would be able to guide you on this.
Your content packaging could take the form of Visual Graphics, Infographics, Video, Blog Article, White Paper or a case study. It could even be re-constructed into a power point presentation for Slide share. In reality, every single piece of content could and should be re-constructed into different formats to suit different reading consumption habits of your potential students. Remember every platform that you put your content into has its own set of loyal users and your content packaging has to suit the medium and its users.
|Content Type||Preferred Format||Desired Outcome|
|Content about the Institute||Visual format||Improve perceptions about the institute|
|Content around the pedagogy||Showcase formats||Establish & Strengthen academic rigor. Increase desirability.|
|Content around student community||Showcase format||Increase desirability to join and be part of the culture.|
|Thought Leadership Content||Articles, Blogs, White Papers, Webinars, Interviews||Establish superiority over competition|
- Content Distribution
Content marketing is a highly effective way of driving high quality in-bound leads for student admissions. This is because the student is reaching out to the institute after consuming a piece of content that he has read or watched online and has been sufficiently impressed about it to want to reach out to the Institute.
Which is why re-constructing of the content for different social platforms is critical. No one single platform should be used exclusively. A large share of voice is obtained when one uses different social platforms like Facebook, LinkedIn, Twitter, G+, and Instagram. Understand what kind of content and what format to post in each social platform will call for some expertise. By amplifying distribution, one is able to reach newer audiences that otherwise may not have been touched.
Facebook is the obvious choice while addressing youth today. Apart from distributing content on one’s company pages, amplifying the same via calibrated advertising on Facebook can help in bringing your content to a whole new group of potential students. Likewise G+ and Instagram and YouTube are excellent channels of content distribution.
Student Referral also plays an important part in the out-reach of content. Ex-students can be powerful brand advocates for the institute. Set up a comprehensive e-mail campaign strategy to address the present, past and future student community.
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