These digital natives are the students of right now and the near future. They spend a significant chunk of their day scrolling through social media and have developed an innate ability to distinguish authentic content from sales pitches. In the competitive world of higher education marketing, how can universities effectively connect with a discerning student audience? The key is in developing compelling content strategies that truly resonate. So, let’s dive in.
Today’s prospects, having grown up in an era of relentless advertising and constant information flow, demand more than just flashy banners and empty slogans. Their ability to quickly identify inauthenticity means that traditional hard-sell tactics are often ineffective. With the majority of their time spent on social media, it’s crucial for higher education marketers to focus their efforts in these digital arenas.
Authenticity is a significant draw for this audience, and they tend to trust brands that are endorsed by their peers. This explains why user-generated content (UGC), memes, and platforms like TikTok are exceptionally popular with Generation Z.
University marketers need to focus on delivering content that is not just specific and genuine, but also extraordinary. Tailoring content strategies to meet these expectations is essential in capturing the attention and interest of potential students in the higher education sector.
Content marketing basics
At the core of any successful content strategy in higher education marketing lies well-defined content pillars. Pillars are crucial for ensuring a balanced strategy that effectively reaches students throughout their academic journey. Ignoring search content may lead to missed conversion opportunities, while overlooking bottom-funnel content like success stories and testimonials can also be a lost chance. Therefore, striking the right balance in content strategy is imperative
These content pillars should mirror the various stages of the marketing funnel, specifically tailored for higher education – encompassing awareness, consideration, application, and enrollment stages.
Effectively reaching and engaging your target audience, means content must address the specific needs and pain points at each stage of the student decision-making process. It’s vital to understand where students seek information at each stage and their preferred communication channels. This ensures that the content format you choose is relevant and impactful. Each piece of content should align with the messaging relevant to a specific consideration stage, creating a clear and compelling narrative.
Higher ed marketing teams should not overlook the trove of resources and content already available within their institution. By strategically repurposing existing content, you can save time and amplify the impact of your marketing efforts – a strategy that is both efficient, effective and easy for your content schedule.