Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Strategies for Creating High Quality Content for

Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Introduction

Strategies for the first objective 1. Break down your total audience into customer personas and

create customized content for each of them.2. Create content that is targeted at individuals at the multiple entry

points of your recruitment funnel.

Strategies for the second objective 1. Configure Google Analytics2. Use the Google Adwords Tool3. Use Q&A sites like LinkedIn Answers or Quora

Overview

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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When you are creating content for your blog you have two very important audiences to keep in mind:

the prospective student & the search engine spider.

So you have two objectives:

1. For the student, you want to create engaging, relevant content that will be of interest, and use, to your target audience so that they will take notice of your school, want to learn more about it and hopefully, consider attending.

2. For the search engine spider, you want to create relevant, keyword-rich documents that will increase your organic ranking for your priority short and long-tail keyword phrases, therefore increasing the likely number of prospective student visitors to your website who are searching on those keywords.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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1. Break down your total audience into customer personas and create customized content for each of them.

2. Create content that is targeted at individuals at the multiple entry points of your recruitment funnel.

Here are two strategies to help tackle the first objective of creating high quality content targeted at your student audience:

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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1. Break down your total audience into customer personas and create customized content for each of them

Customer personas are “fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.”

Here’s an example of a student persona:

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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1. Break down your total audience into customer personas and create customized content for each of them

With this type of detailed persona of a hypothetical student in hand, it’s much easier to identify:

unique topics that this “individual” will find interesting and useful.

Brainstorm to generate topics based on their demographic characteristics and psychographic needs and develop your content for them, in as direct, and as personal a way as you can.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Select topics and generate content that is targeted at the interests and needs of individuals entering your recruitment funnel at its different entry points.

For example: information package request, open house, campus tour, etc.

2. Create content that is targeted at individuals at the multiple entry points of recruitment funnel

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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For example: Create a blog post with copy, pictures & visiting student’s

comments, describing in detail the most interesting stop on your campus tour.

Target topics, places and things that a prospective student at the tipping point of entering your recruitment funnel can relate to.

Try & mentally step into their shoes. ask yourself what questions they have in their minds at that moment & write about it.

2. Create content that is targeted at individuals at the multiple entry points of recruitment funnel

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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In the graphic below you can see some examples of how different formats for content might be applied to address the changing requirements of a prospective student, as they move through their “buying cycle”.

2. Create content that is targeted at individuals at the multiple entry points of recruitment funnel

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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Now let’s consider strategies for identifying topics for content development motivated by our SEO priorities

1. Configure Google Analytics

2. Use the Google Adwords Tool

3. Use Q and A sites like LinkedIn Answers or Quora

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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1. Configure Google Analytics

Why?

• to track your internal site search and identify the most common queries that visitors make when inside your site.

• How will it help you:

• This list of search topics is an excellent place to start writing about.

• It provides value to your visitors by creating content that pre-empts their need to go any further looking for information and beefs up your SEO for these key topics all at the same time.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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2. Use the Google Adwords Tool

• Why?

• to identify topics related to your main targeted keywords that have the most traffic volume and then write about them.

• Adword’s Keyword Tool will also:

• provide an almost endless list of variations on keywords, providing you with suggestions for related phrases that can be great inspiration for a new angle or new approach to a priority topic that you want to write about.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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3. Use Q&A sites like LinkedIn Answers or Quora• Why?

• to see what kinds of questions are being asked about the topics that relate most directly to your type of programs and start to write about them.

• When you create your website content you should always write first & foremost for your target audience, human that is.

• Don’t try to write specifically for SEO because it will sound like it and be ineffective on both sides of the fence.

• Use the optimization strategies we have talked about here to focus your editorial plan on the best topics, and your SEO rankings will take care of themselves.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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What other strategies do you use to generate ideas for your posts?

What works the best for you?

Please pass along your ideas and we’ll certainly share them with all of our other readers.

Source: Higher Education Marketing - Strategies for Creating High Quality Content for Lead Generation in Higher Ed

Strategies for Creating High Quality Content for Lead Generation in Higher Ed

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