Inbound Marketing 101
Inbound marketing is the continuous creation of relevant and high-quality content, such as PR2.0 assets, social posts, blog posts, videos, ...
Inbound Marketing in Higher Education
All but the most elite colleges and universities must deliberately choose to create and maintain a brand that appeals to ...
Audience Personas
Inbound marketing aims to build a connection between you and your readers. It’s a good idea to think specifically about ...
Analytics
Analytics are one of the most powerful tools in an inbound marketer’s toolbox. By closely monitoring the content that produces ...
Blogging
Most institutions incorporate some element of user-generated content, often blogs, into the enrollment portion of the primary .edu site. Blogs ...
Branding
Rather than creating a brand, a smart college or university must uncover a brand that already exists as an intrinsic ...
Content
Inbound marketing is the effort to tell a compelling story to right-fit audiences, encouraging them to engage. Every word and ...
Content Curation
Marketers often struggle with the amount of content required to support an inbound initiative. Content curation provides one way to ...
Conversion
In higher education, a prospect converts to an applicant, an applicant converts to an enrolled student, a student becomes an ...
Design
Design is the visual manifestation of your brand. Content may be king, but it’s often design that makes a first ...
Editorial Calendar
Inbound marketing requires great writing, strong messages, a vivid brand and a lasting commitment from an institution. It also requires ...
Evolution
As communicators, we know that we’re one voice among many, and maintaining a single voice takes constant vigilance. Inbound marketing ...
One of the hallmarks of a successful inbound marketing program is the ability to get the right message in front ...
Inbound Links
Search engine visibility is a critical way to get your message in front of key audiences, the primary aim for ...
Keyword Guide
Inbound marketing is all about content: blog posts, social posts, ad copy and all the other pieces of the puzzle. ...
Long-Tail Search Terms
A long-tail search term is a descriptive phrase comprised of three or four words often specific to a program or ...
Long-Term Relationships
In higher education, objectives for relationships are often measured in short phases. You want prospects to apply, admitted students to ...
Mobile
A significant portion of all web traffic comes from mobile devices. Having a web presence appropriate for use on mobile ...
Non-Traditional Students
Non-traditional students include part-time students, adult learners, online or distance education program participants, and others. How do you bring them ...
Paid Advertising
It’s not always possible to get ranked in the organic results for all of the keywords you wish to “own.” ...
Pinterest visually communicates the brand essence of an institution to prospective students and other key audiences. It gives viewers an ...
Responsive Design
Your website is central to inbound marketing and research tells us that a majority of high school students are accessing ...
ROI
As we all face increasing pressure to do more with less, it’s critical that we hold ourselves accountable for the ...
ROI of Inbound Marketing
Traditional marketing relies on intercepting prospective contacts with advertising, direct mail, etc. Inbound marketing earns trust by providing valuable content ...
Search Engine Optimization
In order to put your inbound content to work, readers first need to be able to find you, frequently by ...
Social Media
In order to effectively communicate for your institution, you need to seek out and build relationships with the people who ...
Storytelling
Stories present undeniable and irresistible proof that your students thrive — academically, professionally and otherwise — long beyond graduation. They ...
Target Audience
It’s tempting to try to be everything to everyone — to present a different “self” to each of your many ...
Viral Marketing
Every communicator, inside or outside higher education, would like to launch the next viral sensation. But in truth, nobody can ...
Website
While a website might be the most important marketing and branding tool at the disposal of a college or university, ...