About the Episode
About the Episode:
Allison and content marketing expert Brian Piper delve into the transformative role of content marketing in higher education. Piper shares his journey from a website developer to a content strategy pioneer, emphasizing the pivotal moments that shaped his career. He discusses the current state of content marketing within the sector, highlighting innovative approaches and common pitfalls. This episode is a treasure trove of insights for marketers aiming to leverage content effectively to engage and inform their audiences.
How-Tos on this Episode:
- Optimize Content for SEO
- Use Data to Inform Content Strategy
- Scale Content Marketing Efforts
- Incorporate AI into Content Marketing
- Create Engaging and Authentic Content
- Measure the Impact of Your Content
The Power of Storytelling in Higher Ed Content Marketing
Brian Piper emphasizes that higher education is uniquely positioned to excel in content marketing due to its abundance of stories, experts, and research. However, institutions often fail to leverage these assets strategically. Success comes from aligning stories with institutional goals, audience needs, and authentic messaging. Purdue University stands out as a case study for its strategic storytelling efforts that reflect its brand mission and values.
By focusing on audience-first content, institutions can forge genuine connections, ensuring that prospective students receive an authentic representation of campus life, research, and outcomes.
Data-Driven Content Creation and Distribution
Data is the backbone of effective content marketing. Brian highlights the role of tools like Google Search Console to identify user queries, keyword opportunities, and gaps in existing content. Data can also guide decisions about distribution channels, ensuring that stories reach the right audiences at the right time.
Institutions should consider tracking user journeys to understand where content falls short and use these insights to optimize content. Additionally, leveraging search data can help align content with the questions and needs of prospective students, parents, and other stakeholders.
The Role of AI in Transforming Content Marketing
AI is a game-changer for higher ed content marketing. From creating audience-specific GPT models to analyzing large datasets, AI can save time, enhance decision-making, and uncover new opportunities. For instance, AI tools can assist in identifying content gaps, optimizing SEO strategies, and generating tailored content for platforms like TikTok and Instagram.
Brian’s experience highlights that AI’s value extends beyond content creation to encompass brainstorming, workflow efficiency, and data analysis. It’s not about replacing creativity but augmenting it with actionable insights.
Lessons from Industry Leaders
Higher ed marketers can learn from brands like Red Bull and Cleveland Clinic, which treat content as a revenue-generating asset. Red Bull’s media-first approach and Cleveland Clinic’s transformation of content into a major revenue stream showcase the potential of strategic content marketing.
Institutions can also look to examples like Harvard Business Review, which has turned academic content into a widely respected media brand. These models highlight the value of treating content as a long-term investment.
Actionable Steps to Get Started with Content Marketing
- Clarify Goals: Align content efforts with institutional priorities, whether that’s boosting applications, increasing yield, or enhancing brand awareness.
- Define Audiences: Understand your audience’s needs, preferences, and challenges through data and research.
- Start Small: Focus on one or two impactful stories that align with your goals and resonate with your audience.
- Leverage Data: Use tools like Google Search Console and analytics platforms to guide content creation and identify opportunities.
- Incorporate AI: Experiment with AI to enhance workflows, analyze content, and identify areas for improvement.
- Think Long-Term: Treat content as an asset and develop strategies to repurpose high-performing pieces across multiple channels.
- Build Internal Expertise: Assemble a team with skills in strategy, content creation, and data analysis. Foster curiosity and a culture of continuous learning.
If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Allison will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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