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Content Marketing: Attract Learners the Easy Way

October 29, 2017

For a learning institution, connecting with potential students and establishing a sense of trust and engagement is an important part in helping them on their vocational journey. And as the traditional ways consumers read content evolve, new marketing strategies are needed to better connect with potential customers. One of the more effective ways you can connect with your learners is by adopting a content marketing strategy.

Content marketing is an effective way to humanise your institution and personalise the way you interact with current and prospective students. Instead of just pitching to them, you can use a content marketing strategy to give a message about your services, and provide answers to their burning questions.

But what is content marketing?

Content marketing is a strategy where a brand shares quality, informative, and entertaining content as a way of engaging with consumers and establishing a sense of trust.

The first—and possibly most important—step in creating an effective content marketing strategy is to identify the needs of your potential students. Have a think about some common questions or concerns which often plague learners when considering enrolling with your institution. What are the main hindrances to beginning their learning journey? Try and identify areas where you could put their minds at ease by providing helpful information.

Once you have identified the gap in knowledge which may cause some indecision in prospective students, think about the most interesting way you could answer it for them.

Drake University's Pinterest covers everything from eating healthy to decorating a dorm.

Brand Touchpoints

Consider the channels potential students use to connect with your brand, and look for areas where you could provide helpful information in an engaging way. Do you have a newsletter or blog where an informative article could be posted? Could a simple infographic posted to your Facebook page highlight the employment rate of your institution to a student who is concerned with career options?

Find creative ways to share content. If you need some inspiration, check out the way NASA uses Snapchat as a fun way to share their projects and knowledge with the general public.

Or for something more relevant, it's worth noting how these universities use content marketing to attract learners. For more help on getting started with content marketing, head to Content Marketing Institute.

Sharing information through your content is a non-intrusive way of connecting with potential learners, providing them with information at their convenience. Every RTO should be using content marketing to engage with potential learners, and build a sense of trust which will ultimately help the learner on their vocational journey.

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