Five Trends That Are Encouraging the Adoption of Tech in Higher Education

In recent years, technology has vastly transformed the higher education scene. Colleges across the country have implemented various innovative methods to advance learning spaces, remodel their libraries and bolster campus security. 2017, in particular, has seen laptops, tablets, ebook readers and fitness trackers become must-have accessories for many college students. Even virtual reality has found a place in enhancing the teaching of certain concepts in the classroom.

As manufacturers and developers continue to prioritize higher education, the impact of technology in colleges and universities is poised to become even more significant in the future. Below are five trends that are spearheading the adoption of technology in the institutions of today and tomorrow.

1. Virtual Reality, Augmented Reality, and Mixed Reality

The world is on the verge of major changes regarding how we all interact with our computing devices. Tech giants like Google, Apple, and Microsoft have been consistently investing in new forms of human-computer interaction (HCI) – notably VR, AR and MR – and products like the Microsoft HoloLens are already influencing the types of hardware and software that are in use in colleges.

This trend is even more compelling when we think about combining VR, AR, and MR with other HCI technologies like cognitive computing and artificial intelligence. As HCI continues to gain traction in higher institutions of learning, the future may see the development of more devices and platforms that combine AI with VR/AR/MR for a more comprehensive experience. Holograms could replace physical bodies in classrooms, and students will perhaps be able to pick their preferred learning setting, such as studying by a brook, or in a virtual Starbucks.

2. Simulation-based Learning

Educators are increasingly employing simulation techniques to facilitate active learning through repetitive and thought-provoking practice in safe, life-like environments. These virtual worlds provide to students a unique opportunity to apply knowledge and make critical decisions while incorporating some immediate feedback or reward system, which makes it easier to grasp hard sciences like biology, anatomy, geology, and astronomy.

Drexel University, for example, has collaborated with Tata Interactive Systems to provide a simulation-based learning system for their online forensic students, where they can conduct clinical assessments in the aftermath of a violent crime. A 3D virtual crime scene, complete with clues and continuous feedback, makes forensics fun and exciting.

3. Internet of Things

Although IoT technologies are primarily focusing on the consumer field, higher education holds a lot of untapped potential for the concept. Smart cities and smart campuses, for instance, are areas of keen interest among tech developers. Some systems in colleges, such as light controls, sprinklers, parking space monitors and building alarms are already internet connected and are significantly improving operations. Future iterations of IoT will likely be more intelligent, requiring less human interaction.

The Internet of Things could also motivate higher learning institutions to create IoT degrees and certificates that meet the changing job market. The “new intelligent things” such as drones and robots are expected to motivate the creation of more than 100,000 jobs by 2025. This will likely drive institutions to introduce new programs, similar to the way hacking has presently driven cyber-security degrees.

The Unmanned Vehicle University is among the few institutions addressing the market by offering programs in Unmanned Systems Engineering. With IoT steadily growing its impact on our world, however, it won’t take long for others to follow suit.

4. Digital Literacy

While previous generations of learners first experienced technology at school, today’s students first interact with technology for entertainment and social communication. This path has put  strains on institutions to incorporate college-friendly devices into their education systems.

Because smartphones and computers now feel as natural to students as pens and books, colleges and universities are looking into lessons that encourage them to solve real-world problems using modern technology. In some schools, an English composition course includes creating a blog and reading web scripting, while in others, history students learn how to visualize and map information digitally.

The intent of this approach is to create self-directed learners, who know how to put together the technologies they’re already familiar with to find up-to-date information and create new solutions.

5. Blockchain and Credentialing

Blockchain may not seem relevant to institutions of higher learning until we discuss it around the aspects of badging and credentialing. In essence, Blockchain is shaping up to become the technology that enables students and young professionals to maintain lifelong, cloud-based learner profiles, which can accumulate qualifications and badges based on courses and programs. Employers would then use these profiles to identify their future employees.

Microsoft’s purchase of LinkedIn last year, which had itself acquired Lynda.com in 2015, is proof that learner credentialing via blockchain could take off in the coming years. Now, if a student takes a course at Lynda.com, their LinkedIn profile reflects it.

The push into artificial intelligence by Microsoft and other major companies could play into creating a marketplace where employers easily find qualified and competent employees online. Institutions of higher learning will likely be among the main contributors of data into these profiles.

Final Words

Recent advances in technology, coupled with the escalating demand for quality education are forcing greater scrutiny on the value that institutions provide to students. Consequently, educators are changing the way they teach, strategically incorporating a variety of innovations and team-based methods of delivering content.

If the trends above continue to gain ground, the near future may see even more disruptions to traditional learning experience, with more institutions experimenting and embracing new strategies.

Vigilance Chari currently covers tech news and gadgets at LaptopNinja. She is an International presenter and published author. When not writing, she spends her time as an enthusiastic professional party planner and part-time painter.

3 Creative Ways to Attract Prospective Students to Your College

Higher Education Marketing Challenges

Today in the United States there are approximately 5,300 colleges and universities. With such a large number of schools, todays higher education market has become as competitive and  challenging to navigate as ever.  Traditional marketing techniques are no longer sufficient to attract new students. It is now crucial for colleges and universities to understand and market the importance of innovation, social responsibility, and new technologies to attract the current college-bound generation.

Who is a prospective student?

To effectively attract new students, it’s important to first identify prospective students. There are two types of prospective students– those who are aware of your school and those who are not. Initially the goal is for both types to choose your college/university. And even if the goal is the same, the approach should be slightly different.

What are prospective students looking for?

1. Students aware of your institution most likely have a list of schools and programs they are interested in. The first place they will seek more information is the school’s website. To remain effective, Higher Education website should be:

  • Mobile friendly – most of the times the first interactions with the website happens from mobile devices. Having an easy to navigate mobile friendly website is a key not only for a user, but also for search engines.
  • Easy to navigate – colleges and universities websites usually are quite large and complex. By making sure the website has a clear navigation system with the most important pages no further than 3 clicks away from the home page a search box, and a request form on the homepage provides an easier flow through the website and a better user experience.
  • Informative – when creating content, schools should not forget who they are trying to reach. The content should focus on the reader and provide insightful information, tips, and best practice guides, news and other. In other words, always consider what a student wants to know rather than what an institution wants to inform a student.

2. The next group of students to consider are those who haven’t decided on their top 10 schools and still are looking around. To increase brand and program awareness there are a few things colleges and universities should do.

  • It’s not a secret that Pay-per-click (PPC) is a great channel to use in order to introduce new prospective students with schools and their programs. It works exactly the same way when new brands and businesses want to be found by customers. Google Adwords, Bing, Linkedin, Facebook and Instagram are main channels to go for. By creating a strategic lead generating PPC campaign, universities can increase the number of students signing up for programs or seeking more information.The only drawback of using these channels is the cost.
  • Higher education institutions should also make sure their websites are optimized for on-page SEO.

New ways to attract prospective students

There are many ways to reach future students. Traditional methods such as high schools visits, educational fairs and print material are still very useful way to market colleges and universities.  However, these methods might not be enough to make a university stand out among competitors. To reach prospective students where it will make an impact requires a tailored approach to the incoming students media habits.

  • Snapchat –  not merely a popular social app, Millennials are now using Snapchat as a form of news or following beloved brands. According to Lendedu, an online student loan marketplace, 58% of college students are checking Snapchat first, Instagram second and Facebook last. Snapchat reached a high interest and popularity not only among  users, but also brands and colleges. For example, in July 2017, The University of Wisconsin-Green Bay sent the acceptance announcement to the student via Snapchat with animated video confetti.

Schools can create their own geofilter that allows students to use it when they are on the campus or at specific events. These type of filters appear on the user’s display allowing them to get a closer look at the real life of that school. It promotes brand awareness, as well as serves as a great advertising for school. Snapchat opens a door to promote the schools the best way possible. It can show the unique personality of the school and create a connection with current students, as well as help them keep in touch with alumni.

  • Live Videos –  Blogs and other written content are still relevant and very important for digital marketing. Schools should use as many ways to interact and connect with millennials. Live videos are a great way to do so. It allows viewers immediately engage with current events. A lot of higher education institutions already publish various content to Youtube, but live streaming that functions similar as Snapchat could support the interaction with potential students and alumni right here and right now by showing schools’ events, lectures and other creative content.
  • Influencers – From the recent study millennials rely on word of mouth more than other adults when researching consumer goods. This study could identify millennials trusting only honest and true opinions by the people they respect and look up to.Today there are so many influencers in various areas starting from entrepreneurs to style blogs. Higher education institutions should keep relationships with alumni and try to follow their journey after the graduation. By keeping close relationships with influencers is a way to attract their followers to the school. Schools should organize panel style meetings with influencers where they could share their experiences with audience and answer their questions. This type of relationship would promote different school programs and brand awareness.

Millennials tend to choose brands that have a clear voice, character and are creative. With today’s technologies, social media platforms and apps there are endless ways colleges and universities could promote their school and program, as well as show their personality to prospective students.

 

Martyna's headshotMartyna is a graduate from Vilnius University in Vilnius, Lithuania. With 2 years experience in digital marketing industry, Martyna adds in-depth understanding of on-page and local SEO to the Circa team. Her passion and continual education in SEO initiatives help contribute to Circa’s expanding higher education digital marketing presence.

Blogger Outreach Emails: Persuasive Writing Techniques

As we all know, how something is phrased is often more important than what is actually being said. If you leverage blogger outreach emails as part of link building tactics, chances are you’ve repeatedly tested phrasing to uncover the best subject lines and attention getting pitches. Words jump out at us for various reasons and play on our most primitive instincts and hard-wired responses revolving around emotion. With a better understanding of the power specific words have on human psychology, marketers can use persuasive writing techniques to create new opportunities while having fun testing out key words and phrases in our outreaches.

In this article I will present a few techniques for making your email marketing copy more persuasive and interesting to read.

Using 4 Effective Words

With only a short amount of time and text to capture the attention of a busy reader skimming through emails, it is important to carefully select the words used in a pitch and subject line. Even the most simple words can have a profound effect on our interest in a topic. Below are 4 basic words impacting psychology that you should include in your outreach.

You

Humans are rather narcissistic by nature, so it is easy to understand the importance of this word. We love to read topics that are centered around ourselves or addressed to us specifically. As opposed to making a message seem vague or generic by writing in third person, the use of “you” helps draw the reader in and make it more about them.

Because

Studies have shown that using the word “because” in email correspondence is over 31% more effective when seeking compliance, compared to leaving the word out. “Because” provides a sense of reason and ethos. You are not only telling a person about what it is you are trying to convey, but also why it is important while providing a reason to believe you. In the case of link building, it provides a more persuasive request and adds to the credibility of the pitch.

New & Free

These two words are addressed together because they both speak to the concept of loss aversion. In email outreach we may not necessarily be selling something, so leveraging this word targets the drive in people to acquire something new and for little to no cost. Using words like “new and free” are important because, for lack of better words, it creates a sense of fear of missing out (FOMO) and pushes people to take advantage of what you are requesting, i.e. sharing you link.

The Use of Sensory Words

Research shows that words related to texture activated areas of the brain were more likely to be impactful, even if their use was not related to any actual physical sensation. With our inboxes full of messages to filter through, we are likely to only respond to the ones that strike us as important or appear more memorable.
Using language that taps into any of the 5 senses: taste, touch, sight, sound or smell is likely to help the description of your message seem more tangible and realistic. Sensory words used in email pitches creates a more impressionable experience for the reader.

Storytelling and Striking an Emotional Chord

Incorporating short stories in your email pitch helps make your message more interesting and emotionally accessible, but more importantly, it makes the reader feel as though they can relate to the situation. This helps foster a sense of connection between the reader and the sender while breaking down barriers we create from being bombarded by pointless emails on a regular basis. Since there isn’t a great deal of time to impress the reader, you don’t want to lose their attention, so keep it short and sweet. Incorporate this storytelling method in an area that seems credible, perhaps like a statistic.

Let’s take a look at this example from a pitch aimed to create awareness about the rising cost of high school athletics:

“High school sports participation is at an all time high, but so is the cost, with some parents paying over $650 per child to participate in interscholastic athletics. High school sports offer a variety of long term benefits for kids, from scholastic performance to successful workplace skills later in life. With many families unable to afford the rising costs of athletics, our youth are at risk for a variety of negative impacts.”

While this aims to strike an emotional chord with parents, coaches and teachers, it also works for readers as a whole. No one wants to see youth negatively affected and it make even the average reader feel a sense of emotion and urgency to help by painting a picture of what is at risk for youth.

Our tendency as educated humans is to interact with one another using our “new brains” or more sophisticated language, however, it is in our “old brains” where the majority of our decisions are made. This part of the brain can be triggered using some of the most basic, yet powerful words and phrases for a more persuasive outreach.

16Keilah is a graduate of the University of Idaho. Working as an intern with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.

Increasing Web Traffic: Content Strategies to Achieve Marketing Goals

For the past decade, digital marketing agencies and experts around the world have emphasized the phrase “Content is King,” but even to this day, a majority of marketers still do not understand how to increase website traffic to the content they’ve generated. For this reason, I have decided to tackle the intricate subject of content development and discuss how this can help to drive traffic to your site.

Every website on the Internet creates content that serves a specific purpose related to the site’s marketing objectives. An online content strategy should provide transparency about daily operations, share relevant industry news and allow the company to share their unique story. As we all know, a strategy that incorporates content marketing and link-building can bolster content SERP rankings which in return will increase the amount of organic traffic. My analysis shows that there are four primary types of content marketing objectives a website can optimize for, but the best equation for any website is to use a multifaceted content approach by utilizing each of the following content marketing objectives.

 

Lead Generation:

To reach this objective, content is created based specifically on user-intent searches or an audience that is actively searching the web for information on any given subject. Since the content is built to be extremely relevant to the user’s search, the end goal for this type of content is to collect a lead which usually consists of a visitor’s name and email address.

  • Example search: What is the best car insurance for teenagers?
  • Example content for search: The Best Car Insurance for New Drivers

 

Advertising:

When building a site using a business model based on advertising, content is created for a niche audience with an entertainment purpose. Most of these advertising-based sites implement Google Adsense or native advertising, which pays the web owner through three different methods: cost-per-click (CPC), cost-per-impressions (CPM) and cost-per-engagement (CPE). In order to generate as much advertising revenue as possible, it is imperative that these sites drive high amounts of traffic through their shocking, entertainment articles to increase ad impressions and clicks.

  • Example search: What did Kanye West Talk to Michael Jordan About?
  • Example content for search: Jordan and West Speak on Upcoming Shoe Collaboration

 

Informational:

This type of content objective is used to drive traffic based on informational, educational and newsworthy articles that provide value to the reader. Some of these sites may generate minor income from advertising but that is not their sole purpose. An informative site’s core mission is to bring together a like-minded community of individuals with similar demographics. Once the strong niche community is established, the site can promote new jobs, national events and sponsored posts to this audience.

  • Example search: How do I find a civil engineering job?
  • Example content for search: 10 Civil Engineering Job Hunting Tips

 

Awareness:

To meet this objective, websites create content that provides a behind-the-scenes perspective on daily operations, showcases business transparency and creates a community for social good. Unfortunately, there are very few sites that are created for pure awareness and transparency purposes.

  • Example search: How much pollution do Nike factories create annually?
  • Example content for search: Nike Reduces Pollution by 25% Thanks to Volunteers

 

The Sites We Analyzed:

Through countless web searches and backlink analyses, I found the four best sites that provide unique insights on content marketing and highlight the different SEO and ranking metrics that prove each content strategy works.

Lead Generation: Bankrate

Advertising: Only in Your State

Informational: Education Week

Awareness: Coca-Cola Unbottled

 

Bankrate

bankrate

Bankrate has a major emphasis on lead generation within the automotive loans, mortgage loans and credit card industry. When taking a quick glance at their homepage, you’ll notice topics like “10 Best Tips for Buying a Car” or “Anxious about the mortgage process? Start Here.” As you can tell, each of these topics is built around a user’s intent, and in this case, they are topics that emphasize a purchase that would require a loan. Throughout Bankrate’s articles, their team will include call-to-actions (CTAs) which ask the visitor to conduct a loan or credit card rate search. These CTAs link back to their loan, mortgage or credit card rate calculators. When a visitor fills out the rate calculator form, their information is collected as a lead and then usually sold to a number of loan companies. With Bankrate, creating content that precisely matches the user’s intent, whether it is tips on buying a car or mortgage refinancing, provides the user value with their easy-to-use calculators, which then generates a lead for them.

Site Statistics:

ahrefs-bankrate

13.9 million backlinks

76,200 referring domains

6.7 million monthly organic traffic

1.4 million organic keywords ranking

Top Organic Keyword: “Mortgage calculator” generates 372,110 visits per month

Top Content by Traffic: Bankrate Auto Loan Calculator – 614,400 monthly traffic

Top Content by Backlinks: Bankrate Mortgage Calculator – 95,926 backlinks

 

Only In Your State

only in your state - sedalia, mo

This website was created for entertainment and advertising purposes. Only in Your State has a unique approach on how they create content, but it is apparent that their end-goals for the website was to become an advertising revenue platform. Right when you enter the page, you’ll see a number of banner ads displayed at the top of the page and off to the right-hand side. Only in Your State isn’t focused on advertising a particular product or service, their goal is instead to give the ad position to the highest bidder. But you may be interested in knowing how they drive nearly a million organic visitors a month. Here’s how: their blog is focused on geo-based or localized content within each state, so not only do they produce content related to specific residents within each state, but they utilize “near me” searches as content opportunities. For instance, Only in Your State has created numerous articles on “fireworks displays” you must see in each state.

fireworks

Anytime someone types in the phrase “fireworks near me,” Only in Your State generates a large amount of traffic because they have localized content with high SERPs for searches in every state. Additionally, many residents are passionate about their state and where they live, so they are more inclined to share content that reflects who they are. This is another reason why they are able to generate high amounts of organic traffic and backlinks. Overtime, the more backlinks they receive the higher their domain authority gets and this will increase the number of organic keywords they rank for. As you can see, when developing a site based on the advertising objective, traffic is your best friend. To learn from Only in Your State’s strategy on generating traffic, be sure to create content that is localized to an audience, relates to people’s personalities, provides a laugh and easy to read.

Site Statistics:

ahrefs-onlyinyourstate

131,000 backlinks

5,410 referring domains

875,000 monthly organic traffic

835,000 organic keywords ranking

Top Organic Keyword: “Fireworks near me” generates 2,250 visits per month

Top Content by Traffic: Texas Amazing Beaches – 7,822 monthly traffic

Top Content by Backlinks: The Ultimate Georgia Waterfalls Road Trip – 341 backlinks

 

Education Week

education week

Education Week was created as an informative central hub for all K-12 educational news. EdWeek emphasizes that they are the leading news community for American educators and administrators. Since they are targeting a specific niche, they are able to create personalized high-quality content pieces for the sole purpose of informing this demographic. As they continue to create trust and loyalty as a leading education news source, there will an uptick in the number of repeat visitors and the community will only get stronger. Once established, they are able to start to promoting career fairs, job boards and educational events which is one of their revenue streams. With EdWeek being viewed as a leader in education, they receive higher engagement rates and generate more backlinks from other education and news sites.

Site Statistics:

ahrefs-edweek

6.68 million backlinks

25,300 referring domains

127,000 organic keywords ranking

119,000 monthly organic traffic

Top Organic Keyword Phrase: “No child left behind” generates 14,204 visits per month

Top Content by Traffic: No Child Left Behind Overview – 35,634 monthly traffic

Top Content by Backlinks: Carol Dweck Revisits the ‘Growth Mindset’ – 892 backlinks

 

Coca-Cola Unbottled

Coke-Unbottled

This blog was created by Coca-Cola with the purpose of transparency in addition to creating a community for the millions of worldwide Coke fans. Coca-Cola wants to create awareness on their social responsibility and provide behind-the-scenes access to their products. Their top organic search term is “Coca-Cola Life” which is one of their newest products that uses cane sugar and stevia, so when users search this term, they will find the product information and ingredients. As you can see from the other types of top content by traffic and backlinks, Coca-Cola focuses on highlighting community initiatives such as “Share a Coke” and conservation partnerships that impact the world. When implementing awareness as your main content objective, use the Coca-Cola Unbottled Blog as an example and be sure create content that provides insights your brand’s values and overall mission.

Site Statistics:

ahrefs-unbottled

31,600 backlinks

2,630 referring domains

16,000 organic keywords ranking

24,000 monthly organic traffic

Top Organic Keyword Phrase: “Coca-Cola Life” generates 1,261 visits per month

Top Content by Traffic: Is Your Name on a Coke Bottle? – 6,874 monthly traffic

Top Content by Backlinks: Happy Anniversary: Coke, WWF Celebrate Progress for the Planet – 536 backlinks

 

Conclusion:

As you continue to plan your future content and fill your editorial calendar, remember to first decide what content marketing objective you want to achieve. From there, the subject matter of your content is all based on what industry or niche you reside in. As I mentioned, your website may have one main objective, such as advertising, but that doesn’t mean every post should be created for entertainment purposes. It is smart to diversify the type of content your site produces in order to attract new audiences, generate more traffic and reach the business’s overall goals. Now that you’ve finished reading this article (thanks again!), it shouldn’t take you very long to formulate your next post and start generating traffic.

 

andersonideaAustin Anderson is a forward-thinking, motivated growth marketing specialist. Before joining Circa, Austin built an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in the world of digital marketing and e-commerce. Connect with Austin on LinkedIn and Twitter @andersonidea.

A Guide To Leveraging Reddit For Higher Education Marketers

It’s no secret that social media has become a staple for modern digital marketing, but many marketers often forget to add Reddit to the mix. For those still unaware of this platform, allow me to introduce you to the internet’s most influential users. Although some might wish to write the site off as “just another youth media fad,” it’s not. In fact, since June of 2005, just two years after the origin of MySpace and one year after Zuckerberg’s Facebook, Reddit has become known by its users as “the front page of the internet,” housing over 234 million unique visitors in 2015 alone and nearly 900,000 ever-increasing mini communities or “subreddits.” This isn’t your average social media platform. While Facebook is known for integrating its news with updates from your family and friends, Reddit is a world where originality, wit, and timeliness reign supreme. The tricky part here, however, is that if a Redditor can sense even the slightest hint of click-baiting or cheap sales tactics, they will make sure you know your mistake. In an effort to help higher ed marketers avoid such an awful fate while simultaneously and successfully marketing on a site that hates marketing, here is a quick guide to leveraging the tastemakers of the internet.  

Who exactly are “Redditors?”

Before we get started, as with any marketing effort, you must first understand who it is your marketing to. According to pew research center, the majority these mysterious users are U.S. adults with at least some college education. While 47 percent of the audience is, in fact, international, the remaining 54 percent of breaks down as follows:

  • 67 percent of U.S. adults are male
  • 33 percent of U.S. adults are female
  • 64 percent are 18-29 years old
  • 42 percent have a college degree (compared to 28 percent national average)
  • 40 percent some college (compared to 31 percent national average)

As a result, it doesn’t take much to see that this audience is the perfect demographic for marketers in the Higher Education industry, especially for graduate degrees.

How Reddit Works

Finding the right subreddits to follow

Once you create an account, if you haven’t yet already, the first thing you’ll be prompted to do is to find and follow subreddits. Think of subreddits as the sections of the newspaper. Of course there is always the front page with the most important content, but everything is organized into subcategories like money, entertainment, and world news. The only difference here is that Reddit, again, has nearly 900,000 of these subcategories ranging from “Shower Thoughts” and “Explain Like I’m Five” to “World News” and “Politics.” While it’s nearly impossible to sort through each and every subreddit to find your most important content, Reddit is arguably the best way for content marketers to keep track of all of the most important news without having to read through 50 different news publications.

Pro tip: One way to discover what subreddits are trending over time is to take a quick look at MetaReddit. This site will show you to know precisely which subreddits are trending now and which have had the most growth in the last week and have been trending for the month. Although this will only give you a snapshot view, it’s a much more digestible way to stay on track with trends.

Upvotes, Downvotes, and the Ever-Coveted Karma Points

Unlike Facebook’s reactions or Twitter’s retweets and favorites, Reddit is a system entirely rooted in active voting participation. As you can see below, every post and every comment displays two grayed out arrows to the left of the text.

 

screen-shot-2016-10-05-at-3-48-03-pm

While it’s obvious the top arrow is the upvote and the bottom is the downvote, they do not correspond with how the content is displayed. Rather the user is prompted to vote whether or not the content adds or takes away from a larger conversation. According to proper “reddiquette,” the official guidelines to participation and conduct dictates that a user’s vote should not be based off an emotional reaction but should rather be based on the importance or relevancy of the a piece of content. Clearly, voting is by no means a clear-cut science, but how you vote is important because upvotes and downvote can give or take away Karma points. Why does that matter? Because karma points determine how frequently, if at all, any given user is allowed to post within a subreddit–or how likely it is that your content or post will be view by others. So for content marketers, consider karma points your new gold.

Pro tip: Upvotes on comments are just as important as link upvotes. Not only does this encourage active participation within each post, it prompts Redditors to actually contribute to the discussion in a meaningful way. This is a perfect way for markers, professors, students, and staff to add to educated discussions and lively debates.

How To Market To Redditors Who Hate Marketers

Now that you have a good idea of who your audience is and user basics, the next step is using the right tools to successfully participate in the sometimes-too-honest community that is Reddit.

Be a Redditor first, and a marketer second

While this may seem daunting and/or time consuming, it’s important to remember that Reddit is a community first and foremost. Because Redditors will not hesitate to call a user out if they sense any foul play, it can often be difficult for marketers to find the right balance between community participation and blatant self-promotion. The first step to finding that balance is to remember reddiquette rule number one: always remember to be human. Would you try to clickbait your friends? Didn’t think so. Your one and only mission should be to become a genuine, well-rounded expert in your field.

For content marketers, this means you’ll need to limit your on-brand content to one every ten posts. This sounds tedious, I know, but in the Redditing world you live and breathe by Karma points, and the easiest way to lose them is to spam, click-bait, or self-promote. Limit yourself to legitimize yourself. No one likes a used-car salesman.

For professors or university staff, this should be quite simple to maintain. Ideally, a user profile should represent the ideas of an individual, so for professors with a wide range of research and expertise in their arsenal, Reddit is the perfect space to create and build discussions as I discuss in the last section.  

The trick to Reddit is understanding the Karma system

Especially if your account is brand new, your lack of karma points is like a college student applying to an entry-level job requiring three to five years experience, and in order to get more karma points, you need to share content. It can be a frustrating system, but it’s not impossible. What’s the secret? Reach out to your subreddit’s moderators. If you go to the front page of any given subreddit, you’ll notice that there are a set of rules for subscribers to follow and just below those rules you’ll find a box listing the moderators. These wonderful people are the creators and/or controllers of that particular subreddit. By messaging each or all of these superstar Redditors, you’ll have an opportunity to demonstrate the value of your content and build a mutually beneficial relationship while avoiding your karma problem. For digital marketing experts in the higher ed field, this is far and away the easiest way to publish your content on relevant subreddits without any time restrictions.

Where to find the best ROI on Reddit

As I’m sure you’re well aware of at this point, Reddit is not the quick fix solution to your social media marketing slump. Instead, Reddit is a space for experts to demonstrate their value and educate the public. It’s also a place for internet trolls and endless cat memes, but for our purposes all of that is irrelevant.

To demonstrate thought leadership and expertise in any field with the Reddit community, content marketers, PR professionals, university professors, and university staff members alike can take advantage of subreddits like Ask Me Anything. Just as it sounds, you simply tell the Reddit community who you are and let the conversation flow from there. Additionally, higher ed marketers can hop over to Ask Reddit to ask users direct questions as a free way to gain insight to their core audience. However, the most important way to get the most return from Reddit is to become a part of the community. Without this, you will miss out on the endless possibilities Reddit has to offer.

For more information on leveraging social media, learn how to use Instagram, Snapchat, or Twitter to reach more prospective students.

Tami Cruz of Circa Interactive Tami is one of our in-house social media gurus with a passion for content marketing and public relations. After earning her degree in communication and marketing from the University of California, San Diego, her dedication and multi-faceted skillset for creative marketing strategies has led her to become a crucial team member driven to expanding Circa Interactive’s digital marketing value.

3 Ways Higher Education Marketers Can Leverage the 2016 Presidential Election

We are one month from the first presidential debate, and the 2016 election has already proven itself to be one of the most digitally reported and discussed elections in the history of the United States. In fact, over the past 12 months, Americans have spent over 1,284 years reading Donald Trump related content on social media. As we all know, the internet and social media are changing the way Americans interact with presidential candidates, and this provides an enormous amount of content marketing opportunities. The 2016 Presidential Election creates a variety of opportunities for higher education digital marketers to promote their schools and programs, and I’ve put together three ways that digital marketers can leverage the news cycle to build high quality backlinks. 

Leverage Your Professors

Throughout the election, candidates are asked to provide insight on a number of issues ranging from civil rights to the federal budget to foreign policy. These topics may be the focal point of a professor’s area of expertise which digital marketers can leverage when seeking PR opportunities.

When leveraging professors, it is important that digital marketers clearly articulate the value that professors can provide reporters. Professors are often the thought leaders of their industries and niches and can provide high-level insights that have yet to be published. For example, the release of Hillary Clinton’s Initiative on Technology and Innovation, which places a major focus on investing in computer science and STEM education, provides Circa’s PR team with the opportunity to leverage our engineering, computer science, and other STEM-related professors for articles providing expert commentary on what Clinton’s initiative could mean for the STEM industry, as well as its potential impact on the future of our education system.

Another way to leverage your professors is through HARO. For those that don’t know, HARO (which stands for Help a Reporter Out) is an online service designed to provide reporters with quality sources for upcoming stories and sources with the possibility to obtain media coverage. Those who have signed up for HARO as potential sources receive daily emails featuring a list of reporters seeking quotes or insights for upcoming articles. If an article seems to fit a professor’s area of expertise, all a PR specialist needs to do is respond to the email and pitch the professor by noting the expert angle or insight that she or he could provide to the story.

As campaign coverage continues to gain speed, there will likely be an increase in HARO opportunities with reporters seeking academic or professional insight, so if you haven’t signed up for HARO yet, it is certainly worth exploring.

Create Resources Highlighting the Election

Being one of the key events of 2016, the Presidential Election is a prime time-peg that higher education digital marketers can use in creating resources for their schools and programs. There are a number of different angles to take when creating resources. Some of the most popular include:

  • Blog posts
  • Infographics
  • Videos
  • GIFs

For those that don’t know, visual resources are great for creating informative, yet appealing content, so infographics would be particularly good for highlighting the election. There are a few different ways to highlight the election through infographics, which would include leveraging content on a topic candidates are discussing (Ex. cyber security) or creating an infographic on the election, such as this one on social media and presidential campaigns.

Within the creation process, keep in mind that the main goal of infographics is to build links back to your program, and the best way to build links is to create intriguing content that provides value to the viewer. Sometimes value can come from a unique angle, newsworthy content or reliable statistics; other times it can be through a graph or visual that highlights an intriguing contrast. Either way, be sure that your graphics provide value of some kind so that viewers will be more inspired to share them with their network.

Add to the Social Commentary

Whether it’s a insensitive statement or previously unreleased documents, every day it seems as though there is a new story involving Donald Trump and Hillary Clinton. And while journalists report the initial story, higher education digital marketers have the opportunity to leverage this content and add to the social commentary. For those that don’t know, social commentary is considered an act of expression that comments and thus expands upon a social issue within society. If this sounds complicated, it really isn’t. In fact, adding to the social commentary can be as simple as sharing a news story or quote on social media platforms and asking followers to share their opinions. Higher education digital marketers could also take this a step further by including a quick quote from a professor on the current political issue.

Regardless of what approach is taken, it is important that a call to action (CTA) is included at the end of the social post. This CTA doesn’t necessarily have to be anything complicated, just something to encourage the reader to share their insight or opinion.

If the election coverage continues to progress at its current pace, there may not be a more consistent time peg than the 2016 Presidential election, so digital marketers would be wise to leverage this opportunity as much as possible for their schools and programs. No matter what approach you take, make sure to clearly position your programs and professors as the leaders within their niche. Most importantly, don’t be afraid to be creative and have fun with whatever method you choose.
Have you been leveraging the presidential election in your digital marketing efforts? If so, what has worked for you? We’d love to hear your insight!

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

The Do’s and Don’ts of Student Blogging

Student blogging is an excellent way to get your students involved with working behind the scenes as well as getting real life work experience in the digital marketing, journalism, and communications industry. Running a blog successfully is no easy feat, and student blogging can come with its own unique obstacles and challenges that other blogs of influencers and businesses might not experience. When you are running a student blog, you are not only responsible for creating and publishing content to boost readership; you are employing young adults who are looking to learn and have little experience working with blogs. The purpose of this article is to educate colleges, as well as the marketing directors of those colleges, on the best practices of running a student blog. Below is a helpful list of do’s and don’ts to give you some insight on different tactics or even things you may need to change in your current strategy.

The Do’s

  • Do have a discussion with your marketing team before you get started on any writing. It is entirely possible that your marketing team can even write up a few guidelines to follow.
  • Do find ways to create synergy between the students’ blogging and marketing efforts. One example of this could be to share the marketing content calendar with your students. Make sure that everyone on the blogging team is aware of important deadlines so they can work together successfully to keep processes running smoothly. Another suggestion would be to have weekly meetings where everyone on the blogging team – students and faculty – comes together to discuss the tasks that everyone is working on. Even if it is just a quick half hour meet up, it is good for everyone to be on the same page about what’s going on, so no one is left in the dark.
  • Do give your students an opportunity to provide their insights. This is something important to remember because these students may be able to help you reach future students of the school, as they were just one themselves. Also, providing them this opportunity will give them a sense of pride and authority, which will ultimately motivate them to be more productive and take pride in their work.
  • Do brainstorm different article ideas over a wide variety of topics: opinion pieces, school updates, extracurricular club activities, community news, student or faculty accomplishments, etc. You want to ensure you are not posting too much information on the same topic categories to attract the interest of different audiences within as well as outside of the school. Listen to the ideas of your students. Maybe they can come up with topics that are more out of the box while still being relevant to the school.

The Don’ts

  • Don’t allow bite-sized content similar to what you might see on Twitter or Instagram. That tactic may work for those networks, but keep in mind that a blog is something entirely different and should be treated as such. The blog content on the website should be more substantial with in-depth text and large, clear visuals. If you find that a student is struggling with this and feeling more comfortable with the social media type content, then you might want to consider giving them the opportunity to use their skills on other channels like Tumblr, Snapchat or medium.com to push your existing content.
  • Don’t allow content to be published without an editorial review, including the compliance department. This is a huge no-no. Each and every piece that gets published on the blog should have been edited thoroughly at least twice. This would provide an excellent opportunity to let a student do a preliminary edit before handing it off to the editor for a final check and review. If something gets published and has errors or incorrect information, this will reflect poorly on the school’s reputation.
  • Don’t hide the content too deeply inside the site’s URL structure. Unfortunately, many college websites become so large that sometimes it is easy for content to get buried. If you want blog content to perform successfully, it should be no more than two clicks deep, ideally one click if possible. The deeper your content is, the less important search engines will think it is, and it will become tough for your readers to find it. If you have weekly or monthly newsletters that you send out to an email subscription list, include recent blog posts to keep your readers up to date on new content.
  • Don’t use any images, graphics or videos that you do not have permission to use. It is important to learn and understand copyright laws so that you do not find yourself in any legal trouble. When in doubt, only use content that has a creative commons license with no restrictions or use your original content. Look to your students within the photography and digital design departments of your school to source out this kind of work.

Most importantly, it is key to find the healthy balance of giving your students responsibility as well as maintaining your level of authority over the blog’s entire operation. Always be willing to let them try certain tasks while monitoring their progress and checking over their performance. To be successful in maintaining your blog, you must be able to provide quick and honest feedback in a constructive fashion.

Make suggestions to your students so they can reach their full potential and always be willing to make necessary changes to the blog content when it is needed. Ultimately, the success of the blog will depend on the marketing director and editor in charge.

f91c64abc4dbaa8e6bf536759b968b9b-bpfullThis article is by guest author Chris Hornak, who has been developing digital marketing campaigns for over a decade. He is the CEO and Owner of Blog Hands a service that helps businesses and agencies develop content to tell their story. In his spare time, he loves to play video games and spend time with his friends and family.

5 Reasons Why Digital Public Relations Should be a Part of Your Marketing Budget

Within higher education, digital marketers are lucky, because we have access to professors who are thought leaders on the cutting edge of their respective field. Clearly, professors are incredible resources for their students inside of the classroom, and outside of the classroom, professors function as brand ambassadors for their programs and the larger institution. Of course, marketing teams are aware of a professor’s value in order to attract students, and they build videos and web assets around them to create trust and illustrate value. But when it comes to student generation, are marketers effectively leveraging professors to accomplish larger organizational goals, such as increasing organic rankings, acquiring traffic to their website, and creating new touchpoint? What is clear about higher education digital marketing is that even in 2016, when changes in the SEO and social media industry have forced marketers to rely on the highest quality content, professors are not being leveraged effectively. Here is what they’re missing:

Marketing teams can utilize their professors to acquire more students by leveraging traditional public relations practices for a digital world. This is commonly referred to as digital public relations.

Digital public relations uses the larger media in order build brand awareness, increase the thought leadership for professors and university stakeholders, improve organic rankings, and, ultimately, generate more students. In order to illustrate the importance of digital public relations for higher education digital marketers, I created a list below that focuses on why all higher ed digital marketers should strongly consider incorporating digital public relations into their marketing strategy and budget.

 

1. Digital Public Relations Influences Search Rankings

Digital public relations is the best way to build the highest quality backlinks, which serve as indicators—or votes—that convince Google your site is relevant, trustworthy, and valuable. These indicators will in turn help to place your university program higher up in the search engine results page (SERP). When you land a backlink from a domain authority of a website that is strong, then that helps to strengthen your own website. (The higher domain authority of a website, the more value for Google.) The larger media landscape is one of the best avenues to land high quality backlinks, because they have incredibly strong websites, and they are constantly looking for content.

By leveraging faculty members, a skilled communications team can build stories around professors and pitch them to the mainstream media as sources. It’s very difficult to acquire a profile in the Wall Street Journal or CNN, but a digital public relations team can pitch professors to take part in a larger conversation. For instance, as the news broke on the controversy between the FBI and Apple over an encrypted phone, a digital public relations team can pitch their professors in criminal justice and computer science to provide expert commentary on the story. Reporters will include quotes from the professor, and the public relations team will ask for a link within the article. To see more about our successes, you can read the following article: Tracking digital public relations with SEO goals.

Byline articles are another way to leverage faculty members to create high quality backlinks. (It’s best to have a team who understands how to pitch articles to publications, and it takes someone with a background in journalism or public relations to land these types of opportunities.) In order to build backlinks at high quality publications, the team will pitch article ideas generated in collaboration with the professor to editors. By collaborating with the professor, the team will send an approved article to the editor, and in the bio information on the site, the professor can add the link. The best communication teams provide ghostwriting services.

Expert commentary and byline articles are essential strategies that digital public relations teams implement to reach the highest quality publications, and by landing a link on these sites, it will help build your site’s domain authority as well as send indicators to Google that your site should be higher in the search results. Students will then find your program organically for your targeted keywords, which creates leads without spending any money.

 

2. Increase Brand Awareness

Online education is more competitive than ever, and one way that your program can position themselves in front of your targeted audience is by creating media opportunities at publications with large reaches. By leveraging publications that are trusted, you’ll establish your program as being on the cutting edge of their industries. This will send signals to potential students that not only are the program’s professors actively engaged in the research they’re teaching, but show prospective students that they will be a part of the most relevant conversations and receive an education that will propel their careers. This type of publicity can serve as an opportunity for a prospective student to interact with your brand in a unique way.

While many online programs have marketing strategies that focus on creating interactions with potential students through landing pages, social media, and websites, those brand assets might not initially convert the student because of a lack of clout. Brand awareness and trust can be an issue. Digital public relations begins to create interactions with potential students by leveraging vetted organizations in order to build upon their brand. By interacting with prospective students in a natural way, the message will sink in easier, and the brand assets as well as the larger content marketing strategies will only be strengthened.

 

3. Create a Path for Students

As digital marketers, we’re always trying to imagine the research process of how prospective students come to make a decision about signing up for an online degree program. When a student searches for information about a degree program further along in their decision process, what will they find? Will they simply come across the program’s web assets—or will they find that their program is in the news and that their professors are not just engaging in an academic community, but that they are trying to tell their program’s story to a larger audience?

Digital public relations changes the way that a student researches a degree program by creating a new digital narrative. For instance, a prospective student will benefit by encountering a story about a professor who is quoted in a larger article at the Los Angeles Times, discussing the future of their profession. Perhaps they will remember a professor’s name in the Wired article on the future of 5G technologies. Perhaps students can also come across how a professor is a part of the evolution of digital education and dedicated to creating the optimal environment for students to grow. Or perhaps a prospective student will benefit from seeing a profile highlighting a professor’s advancement in their field based on a new grant. What digital public relations helps with is creating a path, an outline, for students to follow in their research, which illustrates the career options they will have when they graduate.

 

4. Build Relationships with Professors

One of the thoughts that many stakeholders consider when investing in digital public relations is whether or not a marketing team can handle the complex nature of the academic world. In order to have professors invest their time into a digital public relations strategy, they need to trust the team they are working with and know that they will represent their work in the highest regard. So a digital public relations team working in education must have the ability to understand and translate complex academic topics into something that would make sense for the mainstream media.

It’s essential that digital public relations professionals are experts in the art of turning complex academic jargon into something more informal and journalistic. Often, our team has found that professors have no idea how to change their style, so we help them learn to tell their stories in a way that can attract major media outlets. Our team accomplishes this by staying up-to-date on industry trends, interviewing professors the same way a journalist would engage with them, and doing our homework on a professor’s research and background so we can prove to professors that we can not only represent their university but their own personal brands.

But most importantly, we help professors shape their stories outside of academia, and this often creates great relationships with the team and the professor. They value our hard work and expertise, and when professors see their names or bylines in leading publications, they appreciate the value of a larger marketing strategy. Digital public relations benefits both the program and their professors by supporting their research and academic interests. This helps bridge the gap between the marketing team and the individual stakeholders that make up the program. The more a professor’s work is promoted, the more they become thought leaders in their industry, and they will be sought after by other journalists and editors, leading to the opportunity to create new backlinks and touchpoints.

 

5. A Long-term Investment

When it comes to deciding how to spend resources in a marketing budget, the fundamental question every stakeholder wants to know is: What is my ROI? With paid search, a stakeholder in an online program can see how their money is being spent in the short term and evaluate their cost-per-lead as well as their cost-per-acquisition and quickly understand whether or not their strategy is working. While this is an essential part of the larger strategy, a diversified marketing approach will take into account how to leverage all available tactics and try to think about ways to maximize the budget spent on paid ads.

Digital public relations is different than paid search in the sense that it is a long-term approach, and it is essentially free advertising. By building up the number of touchpoints potential students have with your brand as well as the number of backlinks from high quality publications, digital public relations helps online university programs increase their organic rankings, and students will naturally find the degree program without paying for keywords or social impressions. It’s a strategy that pays long-term dividends when it is a part of the larger digital strategy, and it’s an worthwhile investment in the long haul.

To learn more about our digital public relations strategy, see our process here: Circa digital public relations

 

JoeJoseph Lapin M.F.A. is an author, creative director, and journalist, and his writing has been published in the Los Angeles Times, Narratively, Salon, Slate, and more. He is a former adjunct professor at Florida International University, and he has worked on PR campaigns for Ernst & Young, Brentwood Associates, and more.

Writing a White Paper By Repurposing Content

What is a White Paper? What are its Benefits?

Before we get started explaining how to build a white paper, it’s important that we first take a look at what a white paper is, as well as its overall benefits to you and your readers.

A white paper can be considered an authoritative document that guides readers through a complex issue or problem that they may be having. So, for example, in one of our recent white papers, we addressed the complicated issue of figuring out which marketing channel is the right fit for your degree program. Regardless of what problem you choose to cover, you need to make sure that your white paper provides value to readers, whether that’s by providing in-depth insight, answering potential questions, or generating new ideas.

As a whole, white papers can be extremely beneficial, particularly in regards to marketing, SEO, and expanding brand awareness. For example, a great white paper will provide value to your target audience. In return, this value will not only build trust between you and them, but it will also place you as a thought leader in your industry. So the next time that your target audience has a question or issue that they’d like solved, you can bet that they will return back to you for help.

Choosing a Topic

As we discussed in our recent marketing funnel post, creating content, especially white papers, isn’t easy to scale and requires a lot of resources. If you’re wondering how you and your team can make it work, consider this: are you already creating blog posts? If so, you have everything you need to create a great white paper. Easy, right? Of course, there are many different types of content you can create and repurpose, but for simplicity we’re going to focus on blog posts and white papers for now.

Before you jump right in, we need to take a step back to examine what makes a good white paper and ensure your blog content is developed with repurposing in mind. Sure you can create a white paper from just about any post, but to truly be successful, it pays to put in the work upfront before hitting publish on your next post.

So what makes a good white paper, anyways? Here are some tips:

  • Make it informative and helpful
  • Avoid promotional elements. It shouldn’t feel like a sales tool
  • Be sure to include a clear call-to-action at the end of the white paper
  • Link to other resources or blog posts within the white paper that the reader may find helpful
  • KEEP IT SIMPLE: Your white paper should be easy to read, easy to follow, and take the reader no more than five minutes to read.
  • Leverage a professional to copyedit your piece. Nothing looks worse than a comma splice or improper grammer (see what I did there?) in a piece of content representative of your business

When creating blog content, it’s best to focus on ‘list’ style topics that make the repurposing process easier while ensuring that your white paper can be followed step-by-step and as concise as possible. Other types of blog posts that work well as white papers:

  • Survey results
  • Research-focused posts
  • Checklists
  • How-to’s and tutorials

We recently repurposed one of our Higher Ed Marketing Journal blog post into a white paper.
Original blog post
Repurposed into whitepaper

Repurposing Your Content

With over 2 million blog post written a day, you may be asking: How can this much original content be produced and where is it all coming from? As you could probably noticed, both of the blog post and white paper above are practically the exact same content with a minor few edits. Repurposing content is not suppose to be a daunting task. The issue that you may have experienced yourself is that once a blog post goes live, it receives a massive amount of traffic up front, then it slowly dies down over time. Rand Fishkin, CEO of Moz, calls this the Spike of Hope and the Flatline of Nope.

spikeofhope

Think about it this way. In 2014, Clayton Dean, Circa Interactive’s COO, spent a week writing a high quality case-study about one program increasing their lead flow by 902%. Since this post was written two years ago, does that mean it provides no value and should be forgotten? Absolutely not, the case-study needs to be promoted continuously and repurposed a few times throughout the year. By effectively repurposing content, you won’t have to be as worried about the Flatline of Nope because through that repurposed content you will link to your other resources generating a consistent flow of traffic to those pages, too. With repurposed content, you are able to engage potential customers through different touch points that may have not been present before. All of this will allow you and your team to spend less time writing new content and distributing past blog articles.

Let’s pause and quickly review this article. Did you realize that the blog post you’re reading is using the repurposing technique? The original post was published back on December 2, 2015, and then was created into a white paper during January 2016. Now we are repurposing that white paper back into a blog post in order to show you one of the many possibilities available.

This brings me to the next question, how else could this content be repurposed again? There are limitless amount of ways to create new content from old. Think about how a blog post could be created into a Frequently Asked Question document, step-by-step video guide, webinar series or even a email newsletter. So go ahead and examine your past blog content. Find out what type of blog post performed the best and ask yourself can this article be repurposed?

Helpful Resources:

Ultimate Whitepaper Template

Building a Blog Audience with Repurposed Content

23 Ways to Leverage a Blog Post for Content Marketing Success

 

andersonidea

Austin Anderson is a forward-thinking, motivated marketing specialist. Before Circa, Austin ran an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in the world of digital marketing. Connect with Austin on LinkedIn and Twitter @andersonidea.

 

4 Essentials for Innovation in Higher Education Digital Marketing

After graduating college, I left my home state of Iowa and traveled halfway across the country in search of something out West. What exactly – I wasn’t sure. The idea of “just finding a job” didn’t interest me, nor did the idea of saving money (rent is much cheaper in Iowa than California). Therefore, without having a specific job or industry in mind, I decided to base my job search around fulfilling what is most important to me: creativity and innovation. Luckily, I found Circa Interactive, a digital marketing company whose passion is to provide creative and analytical solutions for higher education. Upon joining the team, I have had the unbelievable privilege of collaborating with some of the most innovative, brilliant minds, and through these collaborations, I have made note of four essentials for maintaining innovation within higher education digital marketing.

1. What’s Your Angle?

Our Creative Director, Joe Lapin, is always providing tips on how to write clear and concise pitches for media outreach, particularly by constantly asking, “What’s your angle?” Through his questioning, Joe is illustrating that content–in and of itself–has no inherent meaning; therefore, the job of a writer is to make meaning by positioning content at a unique, engaging angle, especially when you’re asking high quality publications to publish your infographics or other creative content.

In higher education digital marketing, especially on the digital PR and content marketing side, Joe’s question “What’s your angle” is crucial to success. Some of us often forget that our brains are constantly taking angles when they process data or content. And because of this forgetfulness, we sometimes lose sight of our inherent creativity: the ability to choose our angle and shape messaging to highlight certain areas. For example, during my first month with Circa, I was assigned an infographic on bioinformatics. Naturally, I thought the graphic would be great for computer science or bioinformatics blogs. Yet after two rounds of distribution, the graphic had landed only two links. Obviously, I realized that my angle wasn’t working, so our team worked together to come up with a pitch based around STEM education. Through this new angle, the infographic found immediate success.

2. Shape Your Project to Fit Your Goals

Every project, no matter how big or small, has its own requirements. Personally, I like to think of each project as its own unique cookie cutter: each have their various shapes and styles, some of which can be extremely detailed and ornate. For example, as a digital marketer, some projects may require a massive amount of writing (e.g. pitches, press releases, communication with clients, etc.), while others consist more of innovative brainstorming or data analysis.

Sometimes even different stages of the same project can demand distinctly different skill sets. For instance, I’ve observed that the body of outreaches requires a vastly different style of writing than subject line pitches, and in order to maintain innovation, a digital marketer will need to stay as pliable as dough so they can quickly configure their skill set to not only fit but exceed any project’s requirements.

3. Drop the Bricks

Digital marketers can easily find themselves in a funk, especially during extensive outreach for a piece of content that had only a handful of responses. Our team has a phenomenal insight on how to handle these tough situations, as we often tell each other, “Don’t be afraid to throw spaghetti at the wall. If it sticks, great! If not, regroup and throw a new handful.” What we mean here is that you can’t be afraid to try something new (i.e. send new pitches, take a different angle), even if your ideas might not have worked out in the past. You have to drop the heavy bricks of doubt, stress or worry and refresh with something new.

This drop-the-brick concept was an old saying of my former basketball coach. He always told us players that if we made a mistake, just drop the brick and keep playing. If we carried around all our mistakes, then we wouldn’t be free to play at our best because we would be too worried about making another mistake. I’ve notice this same concept transfers quite well into the digital marketing world. Therefore, if an idea doesn’t stick, don’t take it personally. Let it go. Drop the bricks of the past and focus on creating something great, right here and now.

4. Share Your Vision

As digital marketers, a shared team vision is essential to productivity. If team members are unsure why they are doing something, they are far more likely to be uninspired or apathetic. Considering this: Team leaders should establish and share short and long term goals so team members can be confident as to why they are doing even the most menial tasks. Having a shared team vision is also extremely beneficial when it comes to staying focused and finding new ways to solve problems. There may, at times, be opportunities that appear enticing, but if they are outside of the overall vision, they are nothing but distractions that take up time and resources.

The digital marketing field will continue to be governed by the companies that strive to push the boundaries of creativity, innovation and productivity. Therefore, in order to elevate to this level, be confident and flexible. Stay aware of what angle your brain is taking when it is processing information, always try to configure your skills to fit each project and ensure you are communicating with your team to maintain a shared vision. Most importantly, don’t lose your confidence or start doubting. If there are times that you lose focus and doubt your abilities, just drop the bricks, lighten up, and progress forward.

TylerTyler Putz is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.