HOW TOPIC CLUSTERS CAN INCREASE PAGE TRAFFIC: Topic clusters are sets of web pages within your website that are organized around a specific topic. A main topic, oftentimes outlined in a ‘pillar page’ (long form resource), is surrounded by subpages that cover a subtopic related to the main topic. A hierarchical URL structure (/pillar-page/subpage) and internal linking are key; every subpage should link back to the pillar page, and the pillar page should link to every subpage. While it may seem simple, organizing content in a topic cluster format could lead to a 1000% increase in page traffic.
Why you should care: While most large institutional websites are created with a hierarchy in mind (a program page may be your pillar page with FAQ, financial aid, and application deadline subpages), smaller institutions often don’t have a hierarchical website with clear topic clusters. Enrollment marketers using content marketing as a recruitment tactic should also consider creating topic clusters by turning long-form content (like an eBook or guide) into a topic cluster and using blog content as supporting subtopics.
58% USE SOCIAL MEDIA TO LOOK UP SCHOOLS THEY’RE CONSIDERING? Social media has a growing role in admissions and recruitment. In fact, a recent study by TargetX found that 58% of prospective students use social media to research the schools they’re considering. In the report, 17% say social media is extremely influential to their decision while 61% say they are at least somewhat influenced by their social research.
Why you should care: With over half of all prospective students taking to social media to learn more about their future school, it's crucial to share visual snippets of student life, campus, academics, school pride, clubs, and other features of your school that make it unique. It’s also important to note how social media is used at different points of the prospective student’s journey. When deciding on where to apply, a college’s Instagram feed, the Instagram feed of other students at the college, and the college’s page on LinkedIn are most influential according to TargetX’s report.
SPOTIFY ACQUIRES MEGAPHONE: Megaphone, a podcast production, monetization, and analytics company, has recently been acquired by Spotify. Spotify has its own proprietary Streaming Ad Insertion (SAI) capabilities which allows advertisers to target listeners with ads served in real time based on the artists that they follow, their zip code, gender, and other demographics. This acquisition will allow third-party podcast publishers on Megaphone to access Spotify’s SAI capabilities and the rich targeting information Spotify can provide. Spotify’s podcasters, on the other hand, will get the ability to “opt in” to having their shows monetized thanks to Megaphone’s platform.
Why you should care: Spotify’s acquisition of Megaphone could make podcast advertisers' lives easier because it increases the number of podcasts available to advertisers and the data/insights that can be collected. If you’re an enrollment marketer running a podcast, it will become much easier to monetize your episodes. If you’re an enrollment marketer looking to run ads on relevant podcasts, this acquisition will make it easier to find advertising opportunities with better targeting and analytics.
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