Content marketing doesn’t just help you collect leads, it allows you to nurture them too.
Once a lead has requested more information, purchased a product or downloaded material, you can follow up with additional content that provides more information about their interest. It’s the “here, take a pamphlet” equivalent for digital marketing. Audiences are likely to at least glance, and potentially dig right into it if the content is engaging and useful.
While follow-up content can be used to nurture leads in many industries, like healthcare or not-for-profit, we’re going to focus on higher education. Here are five ways types of content that universities have used to engage leads after they’ve requested information via email.
5 Follow-Up Content Ideas
Give a prospective student a glance inside the classroom with content that describes one particularly interesting class within their major of interest. Describe the learning material and the class structure, but also dig to find the classes most alluring feature. Is it relevant to recent news? Is the material applicable to different majors or personal experiences? Is the the class that students like the most?
Send students a news story that inspires them to learn more about a particular subject area and industry. You could even supplement your own content with articles or videos from trusted news sources, a tactic used by many brands outside of higher education.
Tell the mini-stories of current students, describing their field of study, how they got into it, what they plan to do with their degree and, most importantly, emphasize what they think is unique about the school.
Alumni profiles make for great content for interested students. Tell the stories of alumni working in their industry, focusing on what they studied and how their education is giving them an edge. Also take a look at their exact professional role so students can find out if it’s right for them, and if it is, then they can get excited about it and have something to work towards.
While the main selling point of a university is the degree and the knowledge acquired, schools also focus on selling the experience. It’s not all about the end result. And at universities the in-class experience is often dictated by the professors. Position your professors as people that heighten that experience—mention their impressive credentials, their familiarity with the subject and related industry, and try to align their personal traits with your university’s brand.
The Impact of Content in Lead Generation
What makes content marketing so effective is that it can influence prospects at any point in their decisions making process.
The same article or video could be used to attract a lead, nurture them and even help convert them.
Consider the various selling points of your institution and turn them into content. They can be useful at several stages of the lead generation process. Often year after year.