Higher Ed Content MarketingTrends to WatchYear in Review

The 2015 Higher Education Marketing Journal Year in Review

By January 12, 2016 No Comments

Here we are, back to work in 2016. The Higher Education Marketing Journal (HEMJ) had a momentous 2015, seeing a double in the number of subscribers. We are working to continue to create engaging and actionable content in the coming year to exceed the growth we have seen in the past few years. It has been a productive year at Circa Interactive, and we are happy to highlight our successful posts and content from 2015.
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Our HEMJ subscribers range from university marketing departments and leadership to some of the top digital marketers in the industry.


To highlight our successful HEMJ posts from 2015, I’ve separated them into the following categories:

  • Organic Social Media
  • Social Media Marketing
  • Content Marketing
  • Digital PR
  • Student Generation
  • Online Learning

Our content team has built upwards of 30 articles this year describing various facets of higher education Internet marketing. The following are links to our popular posts in case you missed them!

Organic Social Media

Boosting Social Media Image
As the online education industry continues to grow, we’ve seen an increase in demand for a strong social presence for university programs and colleges. Social programs across various platforms work to dish out information surrounding degree programs, faculty, current students, alumni, and the larger program-specific industry. Regardless of the social platform, imagery is essential for engagement. Our head designer, Jordan Opel, describes how to create a custom image to build awareness for a university event.
Speaking of spectacular imagery, is your university program on Instagram? There are endless content ideas to share through this platform such as current students, research equipment, faculty highlights, and more. Our very own Audrey Willis offers six tips to boost your university’s Instagram presence.
Once your social platform is established and content created, the next step is to build engagement. Tami Cruz offers four strategic tips to boost your college’s social media engagement. Want to know who’s killing it at content and engagement? Public relations manager Caroline Khalili shares her five personal must-follow university social accounts.

Social Media Marketing

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When it comes to student acquisition in higher education, social media marketing is an increasingly valuable tool. The potential audience size and very detailed targeting features allow for effective spending of marketing budgets. Our paid search manager Andrew Glasser paves the way in this category with an insightful post into maximizing Facebook Ad performance.
With the growth in targeting abilities and tracking, Facebook has become a very strong contender for marketing dollars in higher education. While Andrew dissects the account specifics, our lead designer, Jordan, works on the creative front of Facebook advertising with this well crafted post describing how to construct a Facebook promoted post.
Just as important as Facebook advertising in higher education is the limitless abilities to target potential students through Linkedin’s robust marketing platform. Earlier this year, our CEO Robert Lee laid out his insights into Linkedin’s targeting with his post, “5 Ways to Target Potential Students with Linkedin Paid Ads.”
Facebook and Linkedin advertising have been open to the public for a few years now, but a more recent addition to the marketing field is Pinterest advertising, which opened reservation-based Promoted Pins on January 1, 2015. Our digital marketing intern wrapped up his time at Circa with a walkthrough of driving students to a university with Promoted Pins.
Whether you are pushing your social media marketing budget toward Facebook, Linkedin, Twitter, Pinterest or the various other platforms, our paid search manager has you covered. Here’s Andrew’s powerful marketer’s guide, “A Higher Education Marketer’s Guide to Conversion Rate Optimization: Paid Social.”

Digital Public Relations 

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We are happy to have introduced our newest service offering to our higher education clients in 2015: Digital Public Relations. This tactic combines traditional PR, SEO, Branding, and Student Acquisition and is a powerful strategy in the current online marketplace. The newest member to our PR team is George Bradley, a digital marketing specialist out of the UK. By creating content for a variety of degree programs, George is on the forefront of industry news and his latest post offers his top four online tools to discover content for a university PR strategy.
A valued tool that our PR team frequently leverages to pitch programs, professors, and content to journalist and editors worldwide is CisionPoint. Cision has recently merged with Vocus and is a database of contacts and outreach platform that is leading the future of digital PR. Don’t have experience with Cision? Our social media and PR intern Sarah Song put together a step-by-step beginner’s guide to Cision at the start of 2015.

Content Marketing

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Content marketing has proven to be a valuable tool in digital marketing. Within the realm of higher education, there is a wealth of opportunity to produce consumable and engaging content to appeal to large audiences. Here at Circa, we create many different styles of content including videos, whitepapers, professor profiles, and infographics. Our marketing director and content marketing specialist, Frederic Lee (yours truly), put together two round-ups of his favorite higher education infographics in the industry: best health infographics and best business infographics in higher education.
We also released our very own infographic titled, “Creative Ways to Make Higher Education More Affordable.” This graphics aims to shed light on the opposite side of the college tuition rise debate by showing examples of ways universities are saving money. Take a look and feel free to share!

Student Generation

RETARGETING IMAGE
When it comes down to it, we are in the business of student generation. We aim to match potential students with the appropriate university program to meet and exceed their goals. Our COO, Clayton Dean, offers a decade of experience in student generation and shared his knowledge through two priceless posts in 2015.
Clayton’s first post is helpful for those university marketing departments who are struggling with where to push their marketing dollars. He offers two powerful ways to generate more leads on a limited budget. His next post points out a far too familiar scenario: A potential student visits your landing page, fails to convert, and goes on their way never to be heard from again. To tackle this issue, Clayton lays out 5 Reasons Why Setting Up Retargeting is Essential for Your Higher Ed Marketing Strategy. In addition to our COO’s valuable student generation posts in 2015, we published a contributor post from Josh Haynam, co-found of Interact. In this article, Josh introduces leveraging quizzes in higher education lead generation.

Online Learning 

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The Higher Education Marketing Journal covers a large scope of online marketing tactics and strategy. Some of our most successful posts are high level articles about the online education industry and are written by our most experience contributors. CEO Robert Lee offered his insights on a market feasibility study to understand demand for an online program while our top contributor, Scott Levine, built two powerful posts that demonstrated his expertise in the industry.
Scott’s first post lays out a prescription for success for online nursing degrees and acts as a guide to those looking to push an RN-BSN online. Scott’s second post is a clever remake of Stephen Covey’s, “The Seven Habits of Highly Effective People.” By applying this post to the higher education industry, Scott created, “The Seven Attributes of Highly Effective Online Degrees.”

More to Come in 2016

As we pave our way into the New Year, expect to see consistent content being added to HEMJ from our variety of employees and contributors. If you’d like to see us tackle a specific issue relevant to you, don’t hesitate to comment below or send us a message here. We wish all of our subscribers the best in 2016!
Follow me on Twitter for more updates: @FredHigherEd


FreddieFrederic Lee has four years experience in higher education content marketing and SEO. Working with Circa Interactive, he has gained valuable experience in paid search, analytics, SEO strategy, and client management. Frederic excels in process optimization, strategic content marketing, and management of Circa Interactive’s successful internship program.
 

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