The 2023 Engage Summit brought together industry experts to explore the latest strategies for unifying the student experience. Enrollify founder Zach Busekrus took center stage, sharing insights on the next wave of higher education content marketing. His presentation introduced actionable strategies to help institutions meet evolving student expectations through innovative content approaches.

From leveraging creators to integrating AI tools and building owned media channels, Zach outlined the transformative steps institutions can take to create meaningful connections with their audiences. These tactics enhance engagement and support broader enrollment and retention goals.

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What is Content Marketing in Higher Education?

Content marketing in higher education involves creating and distributing valuable, relevant content to attract and engage prospective students, alumni, and other stakeholders. Unlike traditional advertising, content marketing focuses on building trust and delivering value through storytelling, educational resources, and authentic narratives. It’s not just about promoting programs — it’s about connecting with audiences on a deeper level.

Key Strategies for Effective Higher Education Content Marketing

Develop a Clear Content Marketing Plan

A robust content marketing plan serves as the foundation for success. Begin by identifying institutional goals, audience personas, and measurable outcomes. Align your content strategy with broader enrollment and retention objectives to ensure consistent impact.

Create Content for Every Stage of the Student Journey

Prospective students have diverse needs at different points in their journey. Create awareness-stage content like blogs and social media posts, consideration-stage resources such as program guides, and decision-stage materials like testimonials and webinars.

Use Data-Driven Insights to Optimize Content

Leverage analytics tools to track audience engagement and content performance. Use these insights to refine strategies, ensuring that content resonates with prospective students and achieves desired outcomes.

Leverage Social Media Platforms Effectively

Social media remains a powerful tool for connecting with prospective students. Tailor your approach to each platform’s strengths: Instagram for visual storytelling, LinkedIn for professional connections, and TikTok for creative, short-form engagement.

Engage Alumni and Current Students for Authentic Stories

Authenticity is key in content marketing. Feature alumni and current students in your campaigns to provide relatable and inspiring narratives that prospective students can connect with.

Best Practices for Content Creation

Focus on Storytelling

Stories resonate. Highlight student success stories, faculty achievements, and community impact to build emotional connections with your audience.

Prioritize SEO for Visibility

Search engine optimization (SEO) ensures your content reaches the right audience. Conduct keyword research to identify high-impact terms and optimize your content’s metadata, headers, and internal links.

Use Visual and Interactive Content

Incorporate videos, infographics, and interactive tools like virtual tours to capture attention and keep audiences engaged. Visual content is particularly effective in illustrating complex ideas and fostering deeper connections.

Challenges in Higher Education Content Marketing

Limited Resources and Budget Constraints

Higher education institutions often operate under tight budgets. Maximizing impact with limited resources requires prioritizing high-ROI initiatives and exploring cost-effective tools like AI for content creation.

Maintaining Consistency Across Platforms

Consistency is essential for building trust and brand recognition. Develop a content calendar and guidelines to ensure your messaging remains uniform across websites, social media, and other channels.

Future Trends in Higher Education Content Marketing

The landscape of content marketing is constantly evolving. Institutions should prepare for the following trends:

• Personalization at Scale: Tailoring content to individual audience segments will become increasingly important. AI tools can help automate this process.
• Micro-Content for Mobile Audiences: Short, impactful pieces designed for mobile consumption will continue to grow in relevance.
• Content-as-a-Service Models: Institutions may begin offering premium educational content as standalone products, opening new revenue streams.

Conclusion

Higher education content marketing is a dynamic field, requiring adaptability and strategic vision. By embracing storytelling, leveraging data, and adopting new technologies, institutions can create meaningful connections with their audiences. These efforts ultimately support enrollment goals, enhance institutional reputation, and strengthen community engagement.

Frequently Asked Questions

What is the ROI of content marketing for higher education institutions?

Content marketing delivers measurable ROI by driving website traffic, increasing inquiries, and improving enrollment rates. Analytics tools can help track key performance indicators, such as lead generation and conversion rates.

What tools are best for managing higher education content marketing campaigns?

Popular tools include:

• CRMs like Element451: For comprehensive campaign management and analytics.
• Canva: For creating visually appealing content.
• Hootsuite: For social media scheduling and monitoring.
• Google Analytics: For tracking website traffic and user behavior.

By combining strategic planning with the right tools, higher education institutions can maximize the effectiveness of their content marketing campaigns.