Part Two of Three Part Series
Welcome to part two of our three-part series on Content Marketing. Last month, we discussed the start of the prospect’s journey – the awareness stage – where your content must capture your prospective student’s attention. If you missed it, Click Here to read more!
This month we will discuss using content to drive engagement. As your prospective leads continue their journey down the funnel, it’s important to keep them engaged by providing more in-depth answers, furthering your school’s expertise, and nurturing familiarity. By doing so, your school can prepare your prospects to take the next step to become a quality lead.
Engagement: Encouraging your prospects to take the next step with landing pages and other offerings.
The middle of the funnel is the keystone of your prospective student’s journey. It is the bridge that connects awareness to commitment. In this stage, prospects have identified their problems and are considering and evaluating different options. They are aware that you or your competitors could be the solution. Now, they are searching for more specific information about what your school can offer to evaluate their options.
Content that can answer your prospective students’ specific questions will position your school as the best choice and will develop an affinity for your school over your competitors. But simply offering them quality content that answers their specific questions is not enough – you need to be able to measure its engagement and effectiveness. This is where landing pages will become your key to success. Landing pages will become an important tool for your school to use to deliver various types of offerings that will prepare your prospects to take the next steps in becoming quality leads.
Importance of Landing Pages
Including landing pages in your content strategy is crucial for engaging your prospective students. Landing pages allow you to gate your content with a conversion form. The conversion form will require a prospective student to submit their information to unlock your content.
By requiring their information, your school can track many metrics to measure the effectiveness of your content. For example, metrics such as the number of prospective students that visit your site and the number that actually submits their information can provide insight for your content. Appealing content will drive more prospects to submit their information. The rate at which prospects are submitting information in comparison to the number of visitors can be a good indicator of your content’s engagement level.
In addition, the submitted information can be used to create separate nurture campaigns with email marketing or remarketing ads. These additional platforms allow your marketing team to invest their efforts in an audience that has already shown interest in your program.
So, what types of content can you offer on your landing pages?
There are different types of content that can be offered on your landing page to prepare your prospects to take the next steps, but we’ve narrowed it down to five types:
White papers are persuasive and factual reports backed by evidence that inform readers more about a relevant topic. Topics such as how-to guides for online learning, latest developments in an industry, or industry practices can become a great resource for your leads to rely on. This type of content provides additional insight your prospective students may need in order to feel comfortable taking the next step.
- PDF Brochures
An easy-to-read brochure that highlights course curriculum, future career opportunities and application deadlines with compelling imagery can be valuable to a prospect that wants all the information in one spot. Brochures are perfect for combining different pieces of information into one visually attractive file. Prospective students may become overwhelmed and frustrated when looking for information, so providing information that’s easily accessible and easy to share with others may help ease their evaluation process.
- Virtual Classroom Video
Allowing your prospects to try out a class for a program or a recording from one of the courses they’re interested in is a great way to increase engagement. It provides your prospect a realistic experience of what to expect from your school. This type of content can further your school’s credibility and expertise.
- Video Demos
A video demo made by one of your current faculty such as a tutorial on a particular software used in a course would be a good idea. By allowing the prospect to watch the tutorial, your school can showcase its ability to educate and provide a sense of success for the lead. The complementary content can also make the prospect feel like the school is going above and beyond to ensure their success.
- Webinars/Info Sessions
Real-time webinars with your school’s advisors can be an effective way to build rapport and engagement with your prospects. Including additional information about specific courses, benefits of the program, and a Q&A session can help alleviate any frustrations preventing the prospect’s decision. This type of content provides in-depth answers while strengthening the connection between the school and the prospective students.
Incorporating landing pages in your content strategy will enable your school to deliver a wide range of offerings that prepares prospects to continue down the enrollment funnel. Not only will these mid-funnel content strategies engage prospective students – they will position your school as the best choice. What types of content are you currently using or considering?
Check back next month as we discuss ideas for content that can turn your prospective students into enrollments.