The Content Campus
How universities can create a content-first strategy, build an actionable audience and design their own (low competition) route to market.
1# Content marketing is a strategy.
Yet, 9/10 of the posts you read about HIGHER ED content marketing suggest tactics:
*user-generated content
*video marketing
*posting times
Try telling that to MIT:
MIT Technology Review generates $2.7m annually through paid subscriptions, sponsorships and live events. It’s a media company OWNED by the university.
The publication:
*drives demand for MIT programmes
*promotes university research
*is read globally
Content marketing isn’t just a strategy.
For higher ed - it’s a business model.
2# The prospectus isn’t dead
Print is still a great opportunity for marketers.
Over the last two years, we’ve seen brands shutter their print programmes in favour of going digital.
In a lot of cases, this makes sense.
If you’re a university, nobody wants a publication that’s a printout of your website.
Argos got rid of its catalogue.
So did IKEA.
But we shouldn’t throw out print entirely - the medium has unique properties.
If a website is about “leaning forward” and getting things done, then a magazine asks us to lean back and discover a topic.
Your state of mind becomes contemplative, rather than prescriptive.
This is why I struggle with prospectuses being handed out at UCAS fairs - because it doesn’t play to the medium’s strength.
It’s the equivalent of walking into a car showroom and being given a book on every car the seller has.
It’s too broad.
Used this way, print becomes THE MOST expensive method to say “hello” to a student you’ll probably never hear from again.
Why not invest further down the funnel, once your audience is engaged?
Aston University does this.
For three years they have provided a print magazine for applicants called New Student.
It’s written by current students and managed by the marketing team, covering topics like mental health, studying at university and living on campus.
Critically, those who receive New Student are MORE LIKELY to accept their offer too.
How about that?
While some of Aston’s competitors are putting course brochures in the mail, it’s sharing a publication that makes a meaningful difference to its acceptance rates.
Print is still in the mix.
3# The Content Campus model
For context:
*I regularly speak with higher ed leaders about content marketing strategy.
*have worked in the HE sector for around 10 years.
*run a content-first business.
3 reasons how content marketing works for higher ed:
3# The Content Campus model
For context:
*I regularly speak with higher ed leaders about content marketing strategy.
*have worked in the HE sector for around 10 years.
*run a content-first business.
3 reasons how content marketing works for higher ed:
-
A challenge for content marketers is finding credible subject experts.
Higher ed has CORRIDORS of them.
With access to thought-leaders, content marketers can focus on what they are good at:
- crafting a POV
- telling stories well
- building an audience -
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
-
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
18# Content marketing is a strategy.
Yet, 9/10 of the posts you read about HIGHER ED content marketing suggest tactics:
*user-generated content
*video marketing
*posting times
Try telling that to MIT:
MIT Technology Review generates $2.7m annually through paid subscriptions, sponsorships and live events. It’s a media company OWNED by the university.
The publication:
*drives demand for MIT programmes
*promotes university research
*is read globally
Content marketing isn’t just a strategy.
For higher ed - it’s a business model.
2# The prospectus isn’t dead
Print is still a great opportunity for marketers.
Over the last two years, we’ve seen brands shutter their print programmes in favour of going digital.
In a lot of cases, this makes sense.
If you’re a university, nobody wants a publication that’s a printout of your website.
Argos got rid of its catalogue.
So did IKEA.
But we shouldn’t throw out print entirely - the medium has unique properties.
If a website is about “leaning forward” and getting things done, then a magazine asks us to lean back and discover a topic.
Your state of mind becomes contemplative, rather than prescriptive.
This is why I struggle with prospectuses being handed out at UCAS fairs - because it doesn’t play to the medium’s strength.
It’s the equivalent of walking into a car showroom and being given a book on every car the seller has.
It’s too broad.
Used this way, print becomes THE MOST expensive method to say “hello” to a student you’ll probably never hear from again.
Why not invest further down the funnel, once your audience is engaged?
Aston University does this.
For three years they have provided a print magazine for applicants called New Student.
It’s written by current students and managed by the marketing team, covering topics like mental health, studying at university and living on campus.
Critically, those who receive New Student are MORE LIKELY to accept their offer too.
How about that?
While some of Aston’s competitors are putting course brochures in the mail, it’s sharing a publication that makes a meaningful difference to its acceptance rates.
Print is still in the mix.
Measurement
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
1# Content marketing is a strategy.
Yet, 9/10 of the posts you read about HIGHER ED content marketing suggest tactics:
*user-generated content
*video marketing
*posting times
Try telling that to MIT:
MIT Technology Review generates $2.7m annually through paid subscriptions, sponsorships and live events. It’s a media company OWNED by the university.
The publication:
*drives demand for MIT programmes
*promotes university research
*is read globally
Content marketing isn’t just a strategy.
For higher ed - it’s a business model.