Content marketing has become an essential strategy for universities to connect with prospective students, engage current students, build their brand, and share knowledge. With so much noise and competition, creating relevant, valuable content allows universities to stand out and fulfill their educational missions.
In an era of information overload, content marketing helps universities cut through the clutter to reach their target audiences. It serves as a useful tool to achieve enrollment, fundraising, and community engagement goals. This article will explore six effective content marketing strategies for universities to consider.
Develop In-Depth Guides
One helpful content type university can create is in-depth guides on topics related to their programs and research. These long-form pieces, such as eBooks, allow ample space to demonstrate expertise in a subject area. For example, a business school could produce a comprehensive guide on entrepreneurship.
These guides should aim to be resources people want to download and refer back to. They can feature university faculty and link to other university content. Driving opt-ins through gated content like guides builds valuable email lists for future nurturing. Overall, in-depth guides position universities as trusted authorities.
Publish Relevant Research
Universities can leverage their extensive research capabilities through their content strategy. Developing original research studies and publishing white papers or reports provides helpful insights for both internal and external audiences.
For instance, a university education department could research and report on emerging teaching methods and best practices. They can promote this content to practitioners in the field of education. Additionally, universities can turn–key findings from a research project into a series of blog posts or social media content. Distributing research beyond academic journals enables wider reach for higher education content marketing.
Profile Successful Alumni
People considering attending a university want to know what graduates go on to achieve. Profiling successful alumni is an effective content area that prospects find reassuring. Interviewing stand-out former students from diverse backgrounds and career paths provides real-world examples of alumni networks in action.
Universities can feature alumni on their websites or in their magazines. For example, an engineering school could profile alumni at top tech companies to discuss how the university prepared them. Storytelling through alumni spotlights brings universities to life.
Create Virtual Campus Tours
Virtual campus tours allow prospective students to experience university grounds without visiting in person. With video campus tours, universities can highlight key buildings, facilities, dorms, athletics, and more. Interactive campus maps also enable virtual exploration.
During the COVID-19 pandemic when in-person tours were limited, virtual tours became even more important for universities. They provided students with a valuable view of campus to inform their decisions. Moving forward, virtual tours continue to serve as helpful marketing assets for recruitment.
Develop Video Content
Video content presents a dynamic way for universities to connect with viewers. Videos can feature university courses, events, lectures, campus amenities, student testimonials, and more. Short videos work well for social media, while longer videos can live on YouTube or university websites.
For example, a university could produce a video series with professors introducing their courses. The music department could record and share videos of their student orchestra performances. Videos bring universities to life in ways other formats cannot. Developing a video content strategy is worthwhile for universities today.
Host Live Events
Hosting live events, both virtual and in-person, provides educational and engagement opportunities for universities. Events allow for showcasing faculty experts, facilitating discussions on key issues, and enabling community participation.
Examples include TEDx talks, panel discussions, book talks, alumni nights, fundraising galas, and campus open-house events. Recordings of events that are gated can also generate lead generation. Additionally, live events supply content universities can repurpose. Overall, events strategically position universities as hubs of learning and discourse.
