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 […]
Find Meaning in Your Social Media Analytics
Does anyone feel that the current crop of social media apps and tools resembles the produce section at your local supermarket? There are so many social media channels to choose from and just like fruit and vegetables, you need to choose the right ones for a delicious dish. Core social media platforms Facebook, Twitter and […]
One of the best gifts that I ever received was a copy of the book How to Take the Fog Out of Writing by Robert Gunning. At the time, I was just two years out of college with a tendency for verbosity, $10 dollar words and copy that often well exceeded my allotted word count, […]
Most people draw a clear line between conventional marketing of products and services, and social marketing, which broadly defined applies marketing principles to change human behavior in order to improve health or benefit society. But what happens when you bring a social issue forward that almost nobody knows even exists — one that goes to […]
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 […]
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 […]
Search is one of the most frequently used online tools among US adults. A 2012 Pew Internet Survey found that 91% of adults use search engines to find information on the Web. This survey also revealed that younger and more educated people, meaning current or prospective college students, are most likely to use search engines. […]
Unfortunately for higher education marketers, there is only so much program-specific information a University can espouse before its branding message becomes just another noisy, unrecognizable foghorn on the mist-cloaked, higher-ed seas. To differentiate your school’s programs, brand and message, consider marketing sideways. “Use a peripheral but more human and interesting component of your brand to […]
What are some factors to keep in mind when making the decision to invest in higher education digital marketing channels?