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eBook - Content Marketing: Doing It Right
Many colleges struggle to improve student recruitment and retention performance - Content Marketing: Doing it Right explains how ‘content marketing’ needs to be part of your college's marketing communications efforts, and that success comes from your ability to provide your audience with fast, easy, convenient access to the right information at the right time via the right channels so they can take the desired next step with you. This means shifting the focus from “creating content” to “providing your audience with the right message and offer at the right time via the right communication channel(s) in order to motivate the right action.”
Some may argue this is a subtle difference but when you witness so many talking about “What content do we need to create” rather than “what does our audience need now in order to move forward with us”, you quickly realize the difference is not subtle and marks the difference between an organization that “creates stuff” versus one that “effectively and efficiently enrolls and retains students.
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