This post outlines the function and benefits of content marketing for colleges and universities as they seek to expand their programmatic offerings and recruitment efforts.
“The Future of Nursing” resource articles and brochure (PDF) for the University of Saint Mary
As part of a content marketing initiative I created for the University of Saint Mary’s online bachelor’s and master’s programs in nursing, I came up with the idea to run a three-part series summarizing the Institute of Medicine’s 672-page “The Future of Nursing” report, which has made a huge impact on the entire nursing industry. These articles are available on the website for USM’s online programs and are promoted via social media and email campaigns.
To get further mileage out of this effort, we repackaged the article series as a downloadable brochure, which can be provided to potential students seeking more information.
This page is designed to engage potential leads for the University of Birmingham’s online programs through polls, quizzes, and articles. Online education in the UK is not as common as in the U.S., so the campaign also provides a way to build confidence and familiarity with the format.
And here’s an infographic I helped create for the site illustrating the results of a poll.
This is an advertorial about the online Master of Science in Project Management at Saint Mary’s University. The purpose of this content marketing piece was to promote Saint Mary’s degree as a career-enhancing credential in a rapidly growing field, as well as to highlight its innovative format and portability–the entire program and associated resources are available on an iPad, which is provided by the university.
Johns Hopkins University banner ad
In this description of the online Doctorate in Interdisciplinary Leadership on the university’s website for online degrees, the university wanted to focus on the degree’s interdisciplinary nature and high admission standards by emphasizing the diversity of the curriculum and students’ backgrounds, as well as the level of their professional achievements.
Antioch University banner ads
Below are a selection of ads produced to generate leads for the university’s new online bachelor’s degree programs. The university wanted to reflect their brand as an institution that truly revered intellectual values while underlining the programs’ affordability. Click for gif action.
Click the link for a multimedia page designed to allay prospective applicants’ fears and anxieties about online learning with information about how support resources, faculty members, coursework, and communication translate to the online context.