ESM Digital's Higher Ed Marketing Blog

3 Ways to Hit the ‘Refresh’ Button on Your Content Marketing Strategy

As springtime begins to break free from the doldrums of winter, it’s the perfect time to hit the ‘refresh’ button on your school’s content marketing strategy. Start anew with a reboot and redesign of the content on your social channels, websites and blogs to prevent fatigue.

Here are 3 ways to ensure your school’s content marketing strategy stays relevant and fresh to prospects, students and alumni:

Evergreen Content.

It’s time to toss that holiday content that was relevant and fun a few short months ago. Write content on timeless topics that will resonate with prospects, students and alumni for years to come. The content you put out there must be of value to your readers. Evergreen content typically ranks very well in search engines over long periods of time. Even after this content is initially published, traffic to your blog or website is at point where it’s consistently climbing, guaranteeing a greater amount of leads for your school over time.

Consider a Business Blog.

A blog section on your school’s website is a great way to serve fresh, relevant content to a target audience which is interested in learning more about what your school has to offer them. It’s also a great way to educate your prospects, and establish a positive and credible reputation for your institution. A business blog serves as a great resource for content to share across your social channels. In turn, prospects, students and graduates clicking on the links in your social content will land on a site chock full of the information they are looking for.

Responsive Design.

Mobile marketing in the U.S. is expected to generate $400 billion in revenue this year, compared to $139 billion in 2012.  Whether you’re using a content management system or a custom built website, more than half of your web traffic is likely coming from mobile devices. If prospects are viewing your website or landing page on a tablet or smartphone that isn’t mobile responsive, or easy to navigate, they may decide to leave your site in favor of another whose information is more easily accessible on the go.

If your online presence lies dormant or your content is fatigued, your school can lose money, leads, enrollment and revenue. If you’d like to learn the secret to avoiding it, contact Effective Student Marketing for a free consultation today.