CAPITALIZING ON GEN Z CAPITALISTS: A 2019 survey of children between the ages of 12 and 17, 75% said they wanted to be YouTubers (Harris Poll and Lego). In the list of top 10 jobs kids want, YouTuber and blogger/vlogger beat out jobs like doctor, athlete and lawyer.
A quick dive into SEMRush, an SEO and keyword research tool, shows that the search volume of keywords related to the "creator" theme are growing year over year. It's clear that Gen Z is not only a generation growing up in the Zoom era, but also the creator and influencer era. Take Lottie Smalley as an example. Now 22, Lottie began her YouTube channel at the age of 13 and has 80,000 subscribers. Her LinkedIn achievements include partnering with Adidas, Neutrogena, Glossier, NYU Summer Housing, and more.
If you're an undergraduate enrollment marketer, now is the time to begin the process of catering to this audience in your brand positioning and incorporating target keywords in your content strategy. Here are the key takeaways for universities who want to stay on the cutting edge and compete with the Lambda Schools of the world:
1) Take a look at your brand positioning
- Does your unique value proposition include impressive career placement rates? Does your institution strive to provide channels for creative expression while nurturing student ideas for startups and side hustles? Make sure your comm flows and digital ads all reflect the spirit of entrepreneurship you want to be known for.
2) Tie your content into these search trends
Ranking for keywords like "best MBA programs" or "MBA programs near me" is a monumental task, as the competition is so fierce. But niche keywords like "study entrepreneurship" and "best majors for entrepreneurs" are much easier to win on. Develop content around these terms and connect them with your majors, programs, and school culture.
Shameless plug 🔌 We talked about these trends in the context of community colleges in this Fanatical Fridays podcast episode. FRIdeas host Zach Busekrus also goes into more detail in FRIdeas #38: 6 Search Trends That Every Higher Ed Marketer Who Cares About “Being Different” Should Be Aware Of.
🎁 BONUS TOPIC 🎁
IS YOUR CONTENT WORKING FOR YOU? You have a consistent blog, you're pushing out program guides and relevant eBooks, and you write everything with SEO best practices in mind. But how is your content performing? What terms are you ranking for? It may be time to invest in one (or more) of these 16 content marketing analytics tools in a recent HubSpot guide. Track your keyword performance over time, look into which web pages receive the most organic traffic, and more. Then, adjust your strategies based on the performance data and your content strategy will continue to become more effective over time.
Shameless plug 🔌 Check out our SEO tips you can implement quickly (even if you're a beginner!) in our blog, "SEO Hacks for Higher Ed Marketers with Little-to-No Time, Money, or SEO Knowledge."
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Each week, The Enrollify Podcast equips you with insights into how the latest trends in marketing and technology are affecting enrollment managers. Every episode is designed to inspire new, creative ideas for how to optimize the resources you have to generate the results you need.