6 Tips to Start and Master Your College’s Blog in 2018

At Circa Interactive we’re fortunate to work with a few outstanding partners. Below, our friends over at Finalsite put together six useful tips for your college’s blog to become successful. Enjoy!

While you already know that your school needs a blog, the usual roadblocks–time and staffing–are probably standing in your way. Whatever you do, don’t allow these to become constraints. Blogging has the potential to grow your school’s brand, engage your community, and recruit right-fit students to your schools, so it’s definitely worth the effort. If you’re ready to dive in to starting your college’s blog in the new year, here are a few steps to guide your success.

1. Determine a Focus for Your College’s Blog

Many colleges and universities don’t blog at all, and those that do often limit themselves to ones written by the college president, department heads and admissions directors–a pretty narrow focus.  Since your blog will be a traffic-driver and will help to fill your recruitment funnel among other things, put the focus on where you shine: your culture. Showcasing what makes you unique, like the programs you specialize in, your awesome students, and incredible careers of graduates allows you to broaden your focus and bring in students, faculty, coaches, current parents, alumni and others to contribute content.

2. Gather a Group of Dedicated Writers

In order to make an impact with your blog, you need to be consistent about posting. And while it seems simple to assign the task to one person to keep the blog’s tone and voice the same, gathering more content contributors makes it easier to produce content on a consistent basis.

To choose this group, start by polling your community. Ask faculty, students, staff, alumni and parents to share their ideas on posts they’d like to write, or topics they think would be beneficial to prospective and current students and their families, or alumni. Current student bloggers are a great source of content (especially English majors!) as it’s a great resume booster for them to see their work published online, so they’ll love to blog frequently. And, prospective students love to hear firsthand from current students.

Vanguard University does a great job of sharing content from students in a variety of stages and programs to give real-life insight into the student experience (and it looks pretty cool, too!).

An example of how to use student contributors for your college's blog.

A Student’s Guest Post on Vanguard University’s Blog

And while you may want to have different blogs for special programs, like study abroad or athletics, these should be maintained in addition to your college’s main blog. Use a tool that lets you categorize your posts so that they can be dynamically published to all related categories, letting you maximize the impact of your content with less effort.

Remember-it only takes two blog posts per week to improve your website traffic!

3. Create a Content Calendar

Once your group of writers is formed, work with them to create a content calendar that works.

Determine which days you want blog posts to be published, which topics are timely, and which topics are evergreen (can be posted any time.) If you’re only going to blog twice a week, take into consideration that Monday mornings rank highest for visits and Thursdays rank highest for social shares, so focus on those days to get the most traction.

4. Determine an Editing Process

At Finalsite, we use the “press call” concept. Each day at the same time, the marketing team receives an email with all the content that’s scheduled for the next day, including blog posts, and shares their edits with our content marketing manager, who inputs them, and prepares content for publishing.  This system works for us, and now our team expects and prepares for press call each day. Your editing team might be made up of content contributors, marketing or admissions staffers, or others with a critical eye.  

5. Write Simply and with Intent

If your intent is to inform, blogs are meant to be easy-to-read, conversational pieces, but your content contributors might be self-conscious about writing. If your blog is simple and written with intent, it will always be well-received.

Here are few tips for making this happen:

  • Write in lists. It makes content easy to digest and gives readers key takeaways.
  • Write your blog post title first (you can always go back and fine-tune it later!) A title gives your post focus.
  • Write in chunks or sections. Blogs shouldn’t be written like an essay, but should be segmented by different thoughts or ideas.
  • Use a textual hierarchy to break up your post and make it easy to read.
  • Numbered posts are really effective: “The Top Five Reasons to Major in Business,” “Three Reasons Greek Life isn’t What Think it is?”
  • Always incorporate photos in your posts. We recommend one image near the top, and several images throughout the post.
  • End all blogs with a call-to-action.
  • Encourage content contributors to be themselves and use an authentic voice.

6. Share Your Post via Social Media and Subscriptions

“Is anyone out there?” It’s a common fear that you and your content contributors could spend hours on posts that no one sees. But when you follow a few simple steps, your blogs will be seen, appreciated, and shared.

First: Create a way for readers to subscribe to your posts via email. This way, they’ll get the blog posts delivered right to their inbox.

Second: Each time you post a blog on your website, share it on your social feeds. This is a pivotal piece for your inbound marketing strategy! You can also share older blog posts that are still relevant on social media, too! Be sure to always include a photo in your tweets and Facebook posts, as posts with images are more likely to get clicked.

Third: Add links to your blog in the online newsletters that you’re already sending. If you have a monthly newsletter that goes out, include this month’s best posts as a way to drive readership and subscriptions.

Fourth: Use blog posts as inbound marketing content. When sending communications to students in the admission funnel, consider which blog posts you have, and use them as your inbound content. For example, if a student wrote a post on their experience as a student athlete, it would be great to share that with all applicants interested in your athletic programs.

 

Pulling it All Together

Your blog won’t appear overnight, and neither will differences in website traffic — so don’t get discouraged. A blog takes weeks to really get up and running and months to really make a difference. However, with the right people and plans in place, it will quickly become a central piece of your inbound strategy and school culture.

For more tips and strategies for a high-converting website, download Finalsite’s eBook “The Ultimate Website Guide for Colleges and Universities.”

 Hadley RosenAfter more than a decade working in schools in roles in the classroom, communications and advancement, Hadley joined Finalsite in 2013 as Marketing and Communications Manager. She loves meeting Finalsite’s amazing family members around the world and learning about trends impacting schools. She’s a big fan of travel to places near and far with her growing family, cooking cuisines of all kinds, and working on her French fluency.

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.