Press releases and perfunctory social media posts don’t lower it anymore. In this point in time, each group (not simply increased schooling) is combating for consideration. Every group is combating for eyeballs.
Over the years, we’ve labored with increased schooling establishments from group schools to high tier universities. One of their main problem’s is the way to take the wealthy, in-classroom, on-campus, and now-increasingly-digital studying setting and make it accessible, significant, and related to those establishments’ broader constituents. This is the place content material advertising and marketing for increased ed comes into play.
It’s one of many causes that I’m teaming up with Tom Ellett, Senior Associate Vice President of Student Affairs at New York University and Jenna Rutschman, Director of Marketing & Communications at University of Arizona, College of Social & Behavioral Sciences to deliver a panel on doing this work successfully to SXSW Edu.
If this can be a matter that pursuits you, please take one minute (I promise!) to up-vote our panel proposal for SXSW Edu 2020. It will permit us to provide extra content material like this for you! Thirty p.c of the consideration standards is participation from the general public, so YOUR VOTE is important to our capability to proceed within the panel course of.
With this problem in thoughts, I wish to share 4 superior increased schooling content material advertising and marketing examples. These are the ways in which schools and universities are utilizing content material advertising and marketing to succeed in essential audiences.
Higher Ed Content Marketing Example #1: NYU’s “Where RA Now” Podcast
Leveraging Niche Communities—Target the Human Networkers
Resident assistants (RAs) oversee a number of dozen college students inside residential communities at schools and universities. As Senior Associate Vice President of Student Affairs at New York University, Tom Ellett has labored with 1000’s of RAs over time and is aware of how essential they’re in supporting college students inside their private and educational lives. Tapping into this present group of extremely motivated present and former college students, Tom launched a podcast referred to as, “Where RA Now,” that pairs a present RA with a former RA to discover the abilities that former RAs (now profitable alumni of NYU) leverage of their each day lives. Full disclosure: I’ve been a visitor on the present.
What I like about this podcast is that it isn’t making an attempt to go after a broad viewers. Rather, it’s specializing in an influential area of interest group throughout the big behemoth that’s NYU (with greater than 500,000 alumni). As content material creators, you already know it’s so essential that your content material is very related to your viewers, and that normally means being focused. By focusing this podcast on a singular group that has broad affect, Tom and his workforce are in a position to create content material that builds affinity via reminding alumni (and present college students) of the RAs in their very own lives.
Higher Ed Content Marketing Example #2: University of Arizona’s Videos About Majors
Facilitating Student Decisions: Make It Easy to Take Information In
For nearly everybody, choosing a serious is a major resolution in the middle of one’s faculty/college expertise. Of course, most colleges have guides on their web sites (and generally nonetheless in print) from the division explaining the necessities, expectations, and experiences of the foremost, however in right now’s high-speed, always-on, digital setting, is that this nonetheless one of the best ways to serve this essential info to college students?
The University of Arizona’s College of Social & Behavioral Sciences* is a singular faculty inside this massive college. “The people college,” SBS focuses on disciplines that discover folks and the way in which they work together with the world. However, this focus space could not really feel significantly intuitive to an undergrad freshman, so their workforce has created a brand new collection of short-form movies that discover every of SBS’s majors: not solely how present college students really feel about them, however new college students could be stunned to study, and the way these majors profit alumni out in the true world.
Although every one is brief, they pack a ton of helpful, participating info and have actual members of their group, sharing their tales. This collection is simply getting began, so I—for one—am trying ahead to seeing how they carry out as extra college students have interaction with them within the 2019-2020 faculty 12 months.
Higher Ed Content Marketing Example #three: Indiana University’s “Pride of IU” Microsite
Drawing in the Community: Tap into Personal Pride
When it involves fundraising, it’s vital for increased ed organizations to faucet into broader communities: supporters, followers, and alumni. Therefore, it’s important for them to guarantee that these communities are engaged and within the work that’s being produced on account of their involvement.
Indiana University’s* “Pride of IU” microsite does a superb job of taking a journalistic strategy to exploring the traditions, improvements, and experiences that IU is powering on-campus and off-campus. By exploring the why and the way of its work, as a substitute of the same old “announcement” publish, it provides its group an actual stake within the affect of and which means behind its work.
Higher Ed Content Marketing Example #4: Concordia College’s #AlumniFeature Series on Instagram
Going Small for Big Impact: Tell Micro-Stories
No matter the model or trade, the overwhelming majority of our audiences are now not coming to manufacturers’ owned properties to expertise their content material. Therefore atomizing content material natively on social media is a important a part of manufacturers’ content material advertising and marketing methods.
Concordia College in Moorhead, MN is doing this nicely via its Instagram web page, which prominently options the faces and personalities of its group on an ongoing foundation.
Its #AlumniFeature collection showcases intimate portraits of their alumni out in the true world, making it straightforward for potential, present, and previous group members to narrate to those people—and the Concordia group as a complete. They acknowledge that Instagram is now as a lot a micro-blogging web site as it’s a picture web site, they usually’ve leveraged each points of this channel in an efficient and interesting manner.
Do Us a Favor
If you wish to see extra digital advertising and marketing and content material advertising and marketing examples from increased schooling, please take a minute to up-vote our panel proposal for SXSW Edu 2020—and in case you have case research you’d like us to contemplate for that panel or future content material, drop us a notice! Again, 30% of the consideration standards of the SXSW Panel Picker is participation from the general public, so YOUR VOTE is completely important, and we recognize your time.
*These colleges are Convince & Convert shoppers.