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Elliance, a higher education inbound marketing agency, has worked with many colleges to increase visibility, traffic and reputation through top Google rankings for their blogs. Read more to find out how we have helped our clients.
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Great content is the lifeblood of successful college brands. Use the anatomy of a content ecosystem to create a memorable college or a university brand.
What’s the difference between a college with a surplus of applications and one with an unacceptably high acceptance rate? Sometimes, it’s curiosity and nerve. Adversity — brought on by geographic isolation, shifting demographics, living in the shadows of giants, deep-pocketed for-profits and other Goliath competitors — can inspire a college and university to challenge assumptions and try new approaches to gain an unfair competitive advantage. We call these schools underdog brands — and salute the leaders willing to rethink the potential of a school website, blog, and social channels. Underdog brands evolve from thinking of marketing assets as a fixed cost — an unwelcome guest knocking at the budget door — to seeing its potential to enlarge the vision and change institutional culture. Underdog brands tend to serve a lot of first generation in college families and students who are willing to try harder. These students are unafraid to roll up their sleeves and get things done, and are eager … Continue reading
The primary goal of digital content marketing is to earn attention and grow brand reputation by providing valuable content – that informs, persuades, engages and delights prospects and customers. However, delivering on this goal has turned into an all-out arms race, with three distinct generations of content marketing. First Generation: Core Content In the beginning, marketers equated content with website copy and photography. Copywriters and storytellers elevated the website copy – presenting the facts and persuading the prospects with engaging content; professional photographers were hired to lift the website experience with beautiful imagery that told visual stories. Core Content = Copy + Stories + Photographs + Press Releases. Second Generation: Enhanced Content Once parity was achieved in basic content, marketers expanded the concept of content to include blogs and juiced up the copy, photographs and blog posts with keywords to secure page 1 rankings on Google. Enhanced Content = Core Content + Blog Posts + Social Media Posts … Continue reading
Creating a well-thought-out content release plan can help you get the most exposure for your content marketing efforts and ensure that your hard work pays off.
Content marketing is in a state of constant flux. To reach potential students, best practices in higher education marketing dictate being everywhere; Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube and SnapChat, right? Well, no. Yes, the number of ways consumers can access information, and thus make a purchasing decision, has grown exponentially. The days when a university only bought a billboard, some television commercials and used direct mail are long gone. Websites, email, digital ads and sharing content on social sites are used in addition to the older forms of marketing. But, that doesn’t mean you should just throw the same content everywhere. Instead, universities must make their content interesting, useful and at times, entertaining. This only happens if you focus on your customer’s needs rather than your own interests. That’s where John Deere enters the picture. They published a magazine, called The Furrow, in 1895. The goal was to sell farm equipment and they did this by sharing stories farmers … Continue reading
Are you still debating whether blogging is beneficial or not? Here are four reasons why blogging matters for inbound marketing strategy.
Inbound marketing, as defined on the Elliance Higher Education Inbound Marketing Flashcards website, is the continuous creation of relevant and high quality content, which helps to build strong, authentic connections with existing networks and helps to extend those networks through social sharing and conversations. In this definition lies the key to why inbound marketing is crucial for a higher education institution. Content creation for the sake of content will do nothing for brand or reputation building, SEO rankings or increasing social sharing. It’s more than just satisfying search engine bots — it’s also creating stories for people — that people want to read. Content has to be created with a goal in mind. For example, an inbound marketing campaign for a college can be crafted around telling stories – student stories, alumni stories, faculty stories – all of which tell a higher brand story. Student stories will inspire prospective students, allow them to visualize what their life will be … Continue reading
With much excitement, we are launching the first inbound marketing web resource for higher education marketers and enrollment marketing teams. It’s free and comprehensive. As the old era of traditional college search comes to an end, inbound marketing heralds the new era of authentic, high-quality, content marketing that deepens brand trust, secures SEO rankings, and fosters social sharing with the spirit of attracting more of right-fit prospects. Colleges are not only recruiting students to meet their enrollment goals, they are also recruiting future brand ambassadors and life-long donors. The Inbound Marketing For Colleges Flashcards website includes five sections: audiences, strategies, tactics, tools and ROI, so those working in higher education marketing can understand how inbound marketing works. Inbound marketing is magical because it’ll impact the shape of the admissions funnel and student life cycle in four different ways: Because prospective students will discover the college using Google search, it’ll bring seekers and right-fit prospective students to your website. These prospective … Continue reading
With the holiday season in full swing and 2014 right around the corner, many of our clients and prospective clients are thinking about enrollment for the coming fall. Although your incoming students for 2014 may (and should!) be a top priority, I’m going to suggest that you look a little bit further. It’s not too soon to start thinking about your incoming students for 2015. I’m sure you already know that paid marketing techniques can be activated quickly and to great effect. But the combination of inbound and paid marketing is even more powerful. Inbound techniques help build strong relationships and support organic search engine rankings. And our information shows that four times as many visitors click when search results appear in both organic and paid results. But that magical combination of paid and inbound marketing takes time. Unlike paid marketing, inbound is a process that must be created and nurtured over time, slowly helping you build credibility, trust, and … Continue reading