ESM Digital's Higher Ed Marketing Blog

Why Your Content Needs Context

It’s been almost two decades since Bill Gates coined the phrase “content is king” and prophesized its importance to the internet’s future. Bill was right and content still rules. If your school does not regularly produce quality content, you are missing out on inquiries, referrals and revenue. But it isn’t enough to create great content and send it out randomly into cyberspace. You need to have a content marketing strategy that can be tracked and measured for the results it produces. And all of the content you create needs to be placed in a context that makes sense to your students, grads, future students, and the community at large.

Context ensures that you put the blog post you produce for an HVAC student in front of an entirely different audience than the one that discusses your medical assisting program. It allows you to appeal to the employers you hope will hire your grads through an EBook, while posting fun images on Instagram designed to entice future students onto your campus.

When it comes to your digital marketing, if content is the “what” as in what you are producing, then context is the “where” (and in front of whom) you are distributing it. Without context, even the best content will be hopelessly ineffective. But place your good content in front of the right audience, on the right channel, at the right moment in the decision-making process, all the while providing a pleasant user experience, and you could see amazing results.

Think of your content-context combination in these terms and you’ll hit the sweet spot of success for your programs, your school and your students:

  • Deliver the right message
  • To the Right person
  • At the Right time
  • Across the channels they surf
  • On the devices they use

If you’d like to learn more about how to build a content marketing strategy that will work for you, contact us at Effective Student Marketing for a free consultation now.