Content Marketing: Best Practices to Effectively Reach Students - January 27, 2021 - SchoolFinder Group
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Content Marketing: Best Practices to
Effectively Reach Students
January 27, 2021
Agenda
1. Intro
2. 2020 Review
1. A strong year for article views
2. COVID isn’t everything
3. Scholarships and program articles
3. Moving into 2021
4. Content Marketing: Best Practices
5. VIU Weighs In - Christine
6. Next Steps
7. Q & A
info@schoolfindergroup.co in schoolfindergrou
m p
Intro
Logan Bright Christine Johnson
Web Editor Digital Marketing Specialist
The SchoolFinder Group Vancouver Island University
info@schoolfindergroup.co in schoolfindergrou
m p
Intro
This presentation will review the performance of over 2,000 articles posted
across the SchoolFinder Group platform:
https://www.schoolfinder.com/News/Discover.aspx
https://www.scholarshipscanada.com/News/Discover.aspx
https://www.studyincanada.com/News/Discover.aspx
These websites are used by Canadian and international students to find
programs and schools, scholarships, and careers.
In 2020 the platform had over 3 million visits.
We will also look at best practices and hear from Christine Johnson,
Digital Marketing Specialist at Vancouver Island University,
about her strategies and practice.
info@schoolfindergroup.co in schoolfindergrou
m p
2020 Review
A big year for content
Maybe it was COVID moving students online, maybe it was the dearth of
content delivered in other channels, maybe it was the thirst for information
during the pandemic.
Whatever the cause, the result was a huge increase in the consumption of
content on the SchoolFinder Group of sites in 2020:
ü Total article views more than doubles to 1,928,341
ü Average number of views per article more than triples to 873
view / article
info@schoolfindergroup.co in schoolfindergrou
m p
2020 Review
Breaking it down
SchoolFinder Group Platform - Discover Content
2019 2020 % Change 2019-20
Articles Viewed 2,834 2,210 -22%
Total Views 803,863 1,928,341 140%
Average Views / Article 284 873 208%
Articles Created in Year 413 382 -8%
Total Views 263,222 873,808 232%
Average Views / Article 637 2,287 259%
Though we added fewer total articles this year, we saw far more engagement than we
have in the past.
Total content views more than doubled, while the average amount of views per post
tripled.
info@schoolfindergroup.co in schoolfindergrou
m p
Keywords
2020 Review
Top 20 School Related Articles Published in 2020
1. Updated: Applying to Russell Group Universities 11. 2021 World University Rankings: Where Does
in the UK Canada Stand?
2. Updated: How to Apply to Ivy League Schools 12. Applying to a Canadian University is Easier than
3. The Top 20 of 2020 You Think!
4. What Type of Student Are You? Take This Quiz to 13. What's the Weather in London?
Find Out! 14. How to Establish Independence From Your
5. Welcome Back to Canada! Parents
6. Updated: Applying to Post-Secondary Education 15. Many Concordia Programs are Still Open to
in Alberta Applicants!
7. How to Write a Personal Statement for Admission 16. Test Your Canadian IQ with the Canada Day
to Your First-Choice Program Quiz!
8. Updated: Applying to Post-Secondary Education 17. Updated: How to Apply to Ontario Colleges for
in British Columbia International Students
9. Top Tips from Students for Choosing a University 18. The Social Media Dilemma
10.Updated: Applying to Ontario Universities 19. 8 Myths and Facts About Starting University
Through OUAC 20. 2021 Maclean's University Rankings:
Undergraduate Schools
info@schoolfindergroup.co in schoolfindergrou
m p
2020 Review
Top 20 Program Related Articles Published in 2020
1. 2021 Maclean's University Rankings: Nursing 11. Are Co-Op Programs and Internships for You?
Programs 12. Study Science and Medical Engineering in
2. 2021 Maclean's University Rankings: Psychology London
Programs 13. 2021 Maclean's University Rankings:
3. 2021 Maclean's University Rankings: Engineering Environmental Science Programs
Programs 14. 9 Mistakes Most Applicants Make on Their MBA
4. 2021 Maclean's University Rankings: Computer Resumé
Science Programs 15. 2021 Maclean's University Rankings: Biology
5. 8 Facts About Brewmasters: Bringers of Beer Programs
6. 6 Reasons to Consider an MBA 16. There's a Program for THAT?
7. Passionate About the Environment? Here are 10 17. 2021 Maclean's University Rankings:
Programs for You! Mathematics Programs
8. 2021 Maclean's University Rankings: Education 18. Study Chiropractic in New Zealand
Programs 19. VCAD is Now Offering its Art & Design Programs
9. A Quick Guide to Studying Accounting in Canada Online
10. 2021 Maclean's University Rankings: Business 20. Your Last Chance to Apply for Highly Competitive
Programs College Programs is February 1st! [VIDEO]
info@schoolfindergroup.co in schoolfindergrou
m p
2020 Review
Top 20 Scholarship Related Articles Published in 2020
1. Small Scholarships, Big Rewards 11.Finding and Applying to Scholarships
2. 7 Keywords to Include When Applying for 12. Don't Miss Out on Scholarship Money!
Scholarships 13. Your Guide to Applying for Scholarships
3. Scholarships for Nursing Students 14. 5 Myths About Scholarships [VIDEO]
4. How to Pay for Your MBA 15. Scholarships: How do I Know if it's Worth it to
5. Scholarships for Engineering Students Apply?
6. Scholarship Application Checklist 16. International Scholarships at York University
7. What's the Difference Between a Scholarship and 17. International Students, Don't Miss Out on
an Award? Scholarship Money!
8. Scholarships for Business Students 18. Access Over 700 Scholarships with Just One
9. Six Reasons Why Scholarships Might Not Be As Application
Competitive As You Think 19. Financial Resources to Help You Pay for Post-
10.What Does "Financial Need" Mean for Secondary
Scholarships? 20. Getting a Scholarship as an International Student
info@schoolfindergroup.co in schoolfindergrou
m p
2020 Review
Top 20 Career Related Articles Published in 2020
1. Entry-Level Jobs in Essential Services 12. Kick-start Your Career at York University
2. How to Find Your First Job 13. Tips on Building the Perfect Resumé
3. Your Career Might Surprise You! 14. What's Next? Planning Your Career and Getting a
4. CMA Extends Free Career Development Platform Job
5. Advice for a Promising Career in Canada 15. 5 Reasons to Consider a Career in the Trades
6. 4 Career Moves You Need to Make Right Now 16. Build Your Future with Future Launch at Home
7. Want to Study AND Work in Canada? You Can Do 17. Gain International Experience with York
Both! University
8. Working in Canada as an International Student 18. Earn Your Way to New Skills
9. Closing the "Need Experience to Get Experience" 19. 25 Careers in Need of Job Seekers, Part 1: A-D
Gap 20. 3 Steps to Get Robots to Read Your Resume
10.Work Opportunities for International Students
11.How You Can Become a Respiratory Therapist in
Canada
info@schoolfindergroup.co in schoolfindergrou
m p2020 Review
Top 20 Authors By Views
Author Articles Views
University of Waterloo 20 19,582
mycampusGPS 4 12,159
York University 15 11,795
Algonquin College 9 10,462
Centennial College 7 10,053
Vancouver Island University 16 9,937
Concordia University 10 8,598
SAIT 9 7,562
Canadian Gap Year Association 2 7,090
Humber College Institute of Technology & Advanced Learning 8 6,037 In-house
Mount Royal University 8 5,499 content
Unlock your Future 1 5,282
Western University 5 5,096
Les Roches Global Hospitality Education 1 4,647
Tyndale University 3 3,450
Middlesex University 7 3,408
Study and Go Abroad 4 2,855 Logan Bright 99 576,571
Carleton University 2 2,832 Scholarships Canada 23 23,835
Bow Valley College 6 2,690
University of Nicosia - Medical School 4 2,582
info@schoolfindergroup.co in schoolfindergrou
m p2020 Review
SchoolFinder Group Content Review: Our Partners’ Top-
Performing Articles of 2020
We investigate what made these 20 articles stand out and draw clicks from
interested students, and try to learn lessons we can apply to new content
marketing material going into 2021.
https://schoolfindergroup.com/2020/12/17/schoolfinder-group-content-review-
our-partners-top-performing-articles-of-2020/
(A little homework for later!)
info@schoolfindergroup.co in schoolfindergrou
m p2020 Review
COVID prominent, but not overpowering
COVID-related articles made up a total of 18% of views across the platforms.
With so much attention on a single topic, we saw a ton of views come in around COVID.
Still, the pandemic punched above its weight for the year: about 9% of total articles were
about the virus, while earning 18% of the total views.
Scholarships & career info still great ways to reach students
Outside of COVID, focus was still strong on scholarships and career info.
Scholarship articles and career pieces earned about 1,500 views each.
info@schoolfindergroup.co in schoolfindergrou
m p2020 Review
Program content = opportunity? Opportunity!
Category Views Articles Average Views
Program 358,320 104 3,445
Scholarship 469,207 274 1,712
Career 320,465 220 1,457
School 780,349 1612 484
Grand Total 1,928,341 2210 873
info@schoolfindergroup.co in schoolfindergrou
m pMoving into 2021
What should we post, and when?
Program listings for the win
Program listings are the most popular sections of both
SchoolFinder.com and StudyinCanada.com. Articles about
programs work well, too, especially when targeted at particular
audiences.
For example, this piece was written in response to Google
Search Console data on keywords receiving a lot of searches but
few results.
It’s been live about 18 months and has served over 12,000 clicks
to the programs listed within. That’s nearly 700 clicks per month
for a one-time investment!
info@schoolfindergroup.co in schoolfindergrou
m pMoving into 2021
What should we post, and when?
Post early, post often
Content marketing is a soft sell, more about
relationship building and brand awareness than a
direct sales pitch.
To develop credibility with your audience, and
create a trusting relationship, you need to post
regularly.
Develop a posting schedule and stick to it. You
don’t need to post every, just post consistently!
Post a new article as frequently as your resources
allow, and students will come to see your brand as
knowledgeable and reliable.
info@schoolfindergroup.co in schoolfindergrou
m pMoving into 2021
Posting is reposting
Content is multipurpose
Each blog post, news release, interview, how to
guide, and listicle you produce doesn’t have to
have the lifespan of a fruit fly.
Repurposing and reposting material can be done
wholesale with a canonical URL, or piecemeal by
using a line from an article as a tweet, or an
infographic as an Instagram post.
Also, don’t forget to update and rework older
articles that may be out of date. Edit and repost!
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Preparation
Objectives: identify your goals
Audience gaps: identify gaps in your audience’s understanding
Schedule: decide how frequently you’ll post; try to be consistent
Keywords: find valuable keywords that will improve your SEO
Google Trends - https://trends.google.ca/trends/
Answer the Public - https://answerthepublic.com/
Word Tracker - https://www.wordtracker.com/
Keyword Discovery - https://www.keyworddiscovery.com/
Alexa Analysis - https://www.alexa.com/siteinfo
QuestionDB - https://questiondb.io/
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Popular types of content
How Tos and Tutorials
Answer your audience’s questions in clear, direct language
The University Application Process Explained
Lists / ‘Listicles’
Whether ranking or just cataloguing, lists help set audience expectations
5 Strategies for Coping with Stress
Interviews and Stories
Personal narratives and experiences
Co-op Grads Reach Next Steps Despite Pandemic Challenges
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Drafting
Help, don’t sell: focus on readers’ curiosity, not sales message
Write for your audience: write like you speak, not like a poetry professor
Call to action: draft an irresistible CTA that aligns with your goals. Use verbs!
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Presentation
Include images: at least one eye-grabbing pic for
the header (featuring people where possible)
Consider your subtitle: add context to your
gripping headline Broad,
Use white space: bullet lists, subheadings, inline attention
images Headline -
grabbing
Use inverted pyramid: structure your piece like a
funnel, most specific at the end. CTA should tie to Copy
your goal; it’s the next link in the chain you want
your audience to follow CTA
Specific,
targeted
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Images
Generally people are better
than buildings; happy people
are better than sad.
Looking at the clicks over the
last couple of days on 42 18 70
SchoolFinder.com:
Avoid stock photos where
possible, but for
convenience you can
subscribe to a service like
Envato for around 80 78 50
$30/month.
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Presentation examples
White space
Grabby, unusual image
Subheadings
Straightforward title
https://www.schoolfinder.com/Discover/Arti
cle/1/5082/How-to-De-stress-with-Dogs-
and-Cats
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Presentation examples
Clear title
Professional-looking image w/ happy
students
Subheadings
Bullet points
https://www.studyincanada.com/Discover/A
rticle/1/4973/International-Scholarships-at-
York-University
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Posting on the SchoolFinder Group
We’re looking for:
Articles between 300 and 600 words, with a punchy,
informative title, and a subtitle that offers more
context
A grabby, exciting image, ideally featuring a happy
human or two, 880x440 pixels or larger
A few valuable links throughout the piece to support
its claims or offer additional reading
An irresistible CTA (call to action) at the end that gives
your reader their “next step,” to continue learning,
apply for a scholarship, register for an event, etc.
info@schoolfindergroup.co in schoolfindergrou
m pContent Marketing: Best Practices
Analysis
Track your links: UTMs help you monitor audience flow
Measure your stats: reduce bounce rate and increase time on page
Iterate: adjust your strategy based on results. Writing is rewriting
If you don’t have access to Google Analytics for tracking, consider a URL shortening
service like bitly.com: it will record the time and location of each click, though for
more advanced info you’ll need to sign up.
info@schoolfindergroup.co in schoolfindergrou
m pVIU Weighs In
Strategies for content development:
Once a year we get together to make a content calendar & set goals
We add/edit the calendar as needed (ie. we keep it really flexible)
We’ve started working with groups outside of Marcomm (ex. Financial aid,
students, etc.)
Christine Johnson
info@schoolfindergroup.co in schoolfindergrou
m pVIU Weighs In
Popular content tends to answer big broad questions,
such as:
How do I pay for school?
How do I decide what to study?
What kind of job can I get in the end?
Christine Johnson
info@schoolfindergroup.co in schoolfindergrou
m pVIU Weighs In
Examples of popular content pieces:
Financial resources to help pay for post secondary
7 ways a student job can transform your university experience
Building Better Virtual Study Habits
Christine Johnson
info@schoolfindergroup.co in schoolfindergrou
m pVIU Weighs In
Example
info@schoolfindergroup.co in schoolfindergrou
m pNext Steps
Trending Articles / Most Viewed Articles
Keep an eye on your performance
We launched a new feature in the sidebars on each of the
three sites: Trending Articles and Most Viewed Articles.
Trending Articles highlights the most popular pieces
posted within a 30 day rolling window
Most Viewed Articles highlights the most popular pieces
of all time
Trending is responsive to reader interest in new posts,
while Most Viewed keeps evergreen material readily
available. Together, they help bring focus to the can’t-
miss articles for those exploring the Discover sections
across the three sites.
info@schoolfindergroup.co in schoolfindergrou
m pNext Steps
2021 Content Calendars
Consult the content calendars
We’ve got two year-round content calendars
available, one for domestic students, counsellors,
and parents (SchoolFinder.com), and another for
international students (StudyinCanada.com).
Each has multiple topic ideas for each month of
the year, centred around the student cycle;
everything from admissions advice to midterm
study strategies.
When in doubt, check out the calendars for
inspiration.
2021 SchoolFinder Content Calendar
2021 StudyinCanada Content Calendar
Also check out our content planning template!
info@schoolfindergroup.co in schoolfindergrou
m pNext Steps
In Summary
Engaging students with content marketing
Students are looking for answers to important questions, and seek the advice of experts on
platforms like SchoolFinder
Content marketing lets you reach your audience where they are and communicate with them
directly
Creating content doesn’t have to be difficult or time-consuming
With the right plan, a small investment, and leveraging resources available to you or your team,
you can connect with students when they’re looking for answers
Start simple and build your practice
Develop a schedule for posting material on your school’s blog, the SchoolFinder Group, social
media, and other channels. Use the content calendars to help plan, and post consistently to
keep your audience relationships strong
info@schoolfindergroup.co in schoolfindergrou
m pQuestions?
Read and learn more at:
https://schoolfindergroup.com/guides-research-
and-more/
Contact us directly at:
info@SchoolFinderGroup.com
info@schoolfindergroup.co in schoolfindergrou
m pYou can also read
