Content marketing is everywhere these days. That overused phrase, content is the king, remains true even to this days. And in a large number of sectors. But when it comes to the education sector, especially the field of higher education, you might wonder whether content marketing has had any impact there. And one thing is for sure – you are going to feel that this is a sector, which needs a lot of content marketing.
Want to know why?
Just have a look at the websites of some of the major universities. Don’t you think they all look extremely similar? Even the segments or the sections of the websites are the same.
Here are a few examples.
The images are different. The colors are, too.
But what else?
Absolutely nothing. Both the websites seem to have a similar look. All that differs are the shades, the names, the images, and the logos. Remove these and you will find that it will become quite difficult to distinguish between the two.
So, is there any problem with that?
Of course, there is.
Want to know why?
When a student plans to go for higher studies, the first thing she’ll do is decide the place where she wants to study. She might have a number of universities in mind. And this is where the website of the university is going to come in handy. Studies show that the college or university website is the first thing that a student or his parents check when they decide to take admission there. So, it’s quite obvious that the college or university website has to play the major role of attracting the attention of the students to retain them. And for this, it is essential to communicate the USP or the unique selling proposition of the institution with the students. It will help the university to stand apart in the crowd.
How will Content Marketing Help the Institute?
Everywhere, content marketing aims to do a single thing – craft a story that sells.
Because everyone has a story to tell. A story that’s his or her own and one, which is unique.
This holds true even for a university or an institute. And this is where content marketing becomes relevant. The story needs to be told in a compelling manner, so that students feel an urge to join that very university.
So, it’s the story, depending on how attractive and compelling it is,which will ensure increased admission to the university. A research by U.S.News showed that the story marketed by a university played a major role in influencing the students to pick their schools or universities for higher studies.
Use Social Media to the Fullest
Students and parents have lots of questions in their minds when searching for a proper educational institute for higher studies. And the university, which is able to satisfy them by clearing their doubts and providing them with the best answers to their queries will surely stand a chance of winning their hearts too. They’re likely to take admission right there.
So, why not leverage this opportunity?
The best places to do it are the social media platforms.
Remember, almost all the students, when they shortlist your university for admission, are going to check its profile on different social media platforms like Facebook, Stunited, and LinkedIn. So, it becomes much easier for you to connect with them.
Here are a few things that you should do to garner maximum results:
- Publish your contents regularly on the social media pages.
- Offer some behind-the-scene view of the life at the university on the institute's social media profiles.
- Answer all the relevant queries of the students and their guardians, if possible at real time.
It is a good idea to create different pages on social media for various departments of the university. It will help to make the process of finding information simpler for the students and guardians. Through this process, you, on the other hand, will be able to create pages that are more targeted and will deliver better results.
Embrace Content as a Form of Marketing
Marketing is a never-ending procedure for any business. And it holds true for universities as well. For them, it is the best way to ensure that more students get attracted to their programs. Thus, an effective marketing procedure is sure to increase the revenues for the university.
So, are you planning any marketing procedure for the university these days?
If you are, then you just can’t keep content marketing away. From brochures to magazines, from attractive writings in websites to sharing different write-ups in popular external blogs, content can come in extremely handy to spread the word about these educational institutes within a short time. And it holds true for both offline as well as online marketing.
Develop Content that Remains Relevant
Is the content that you had created on the website of your college or university going to have a really long life?
Well, that’s what you need to do. Because that’s the mantra to the long life of the content.
It is essential to ensure that the content that is being developed and shared on the website today will be read with an equal enthusiasm by the potential students and their parents’ even years later. So, what are the most effective content, which are able to attract the attention of your potential audience over the years?
Here’s a quick look at some of them:
One of the most essential qualities of these contents, which remain relevant for a long time, is that they are also shared extensively across the social media platforms. Thus, they even play a major role in spreading the word about the college or university.
Content marketing is fast becoming an extremely important tool in the field of marketing. Its primary objective is to communicate promptly with the target audience. And so, it is relevant to almost every industry, including education. In fact, in higher education, content marketing had been present for a long time. And it’s gaining ground with every passing day as well and, that too, not without any reason. It is one of the best ways to communicate the story about the education institution, which the students and the parents are likely to get attracted to. In turn, the students are likely to choose the institution for higher studies.
Sawaram Suthar is head of marketing at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.