We’ve been working in higher education for more than a decade. Our clients have included private and public colleges and universities, education and student advocacy groups, and an education PR firm.
The University of St. Augustine for Health Sciences (USAHS) is a graduate school for health science careers in nursing, physical and occupational therapy, administration and many other specialties. Their programs are what prospective students are looking for today, but how do you get noticed in a competitive landscape like education? Two words – “content marketing.”
Many schools and businesses think of their websites like Kevin Costner thinks of baseball fields – if you build it, they will come. Most of the time, however, their websites need a little help. That’s where content marketing comes in. Content marketing in education involves using as many channels as needed to capture a prospective student’s interest and drive her to your website where you hope she’ll identify herself and request more information.
Content marketing can be used to communicate with prospective students you already know – email announcements alerting them to your blog posts and newly published articles, for example. It can also be used to initiate contact with prospective students you don’t know – a strategically search-optimized article or blog entry on your website, for example, can capture new leads through search engine listings.
For USAHS, we’re continuously creating and updating content that increases the value, volume and duration of website visits through a range of touch points:
- Website content – updating for voice, clarity and search engine performance
- Blogs and articles – to capture new prospective students and give others a reason to visit the site again
- Email and direct mail campaigns – promote new programs, industry articles and more
- Landing pages – to deliver email and direct mail recipients to a customized experience based on campaign topics