Planning a website redesign can be daunting. There’s a lot to consider:
What's new, what's next, what's best, and how it all fits in to a successful digital marketing strategy… Get inside our head with these helpful resources—from blog posts to best practices guides—written by our team of experts.
When I talk to higher ed marketing communications professionals about how to create a content strategy, it sometimes seems like we’re talking about Excalibur — some exalted, unattainable relic that, if retrieved, could at last bring peace to the kingdom.
Developing and implementing a content strategy can feel overwhelming to many for a wide range of reasons, be they related to budget, time, staffing, executive buy-in, campus politics, or a perceived lack of knowledge.
“Where do I start?” I’ve heard people ask more than once.
Today, organic search is the no. 1 driver of website traffic, particularly in higher education (and healthcare.) Google dominates all search engines, and search is now a critical element of your visitors’ journeys.
Every organization must invest in ways to improve in their organic search health to not only stay competitive, but to ensure that their audiences can access the web content most relevant to them and when they need it most.
At this very moment, thousands of Webmasters around the world are microwaving sad, lonely Hot-Pockets for lunch.
They deserve better.
This year, you could win a chance to celebrate International Take Your Webmaster to Lunch Day in style with a $100 Visa Gift Card courtesy of OHO Interactive.
Don’t have a Webmaster? You can use your prize to treat your whole team to lunch, or perhaps even to post a LinkedIn ad to hire a Webmaster to celebrate with in 2019.
Google recently announced a new feature that will significantly impact the user journeys of your website visitors. And with 49% of higher education website traffic coming from organic search this new feature may disrupt what we know to be our prospective student journeys.
Building digital marketing capacity in-house is the top skill college and university web teams want according to The State of Higher Education Web Teams survey and the top request we hear from our client partners.
We surveyed marketing and communications professionals at 130 different higher education institutions to better understand the current state of higher education web teams. How are they structured? What skillsets are they adding? Are team sizes growing or shrinking?
We've analyzed the data to determine how higher education web teams are evolving, and what steps you can take to ensure your team is performing to its full potential. By filling out the form below, you'll receive immediate access to a wealth of information including:
The European Union’s General Data Protection Regulation (GDPR) will go into effect on May 25, 2018.
Back in November, Forrester Research predicted that 80% of firms that are impacted by GDPR will not be ready to comply by May 2018. And as of February, only 26% of firms based in Europe said they were compliant.
For many web teams — regardless of the industry — site accessibility remains a reactive issue. Too often, the drive to adjust site content to make it more accessible comes on the heels of ADA (Americans with Disabilities Act) complaints filed against the organization.
While that approach does ensure that the web continues to evolve toward a more accessible space for all users, it also ensures that process will be a slow, uphill battle for both users and content creators.
The ideal approach is to evaluate and adjust your own content proactively.
Personalization is the next tactic in your marketing toolkit, giving you the keys to make one-to-one marketing a reality for higher education. Many marketers are intrigued by the possibility of personalization, but wary of the content demands. But, marketers shouldn't be intimidated. If organizations have a good content strategy with solid content assets, personalization is all about leveraging and reusing these assets.
As marketers, our goal is to build trust with our constituents, and through that, develop a two-way, one-to-one relationship based on loyalty. We need to provide value to our constituents, so that they become our loyal advocates. But to do so, we need to know and understand them — with data at the source of this knowledge.
A website redesign can be an invigorating exercise for a college or university — people are excited about a new look, a new direction, and a new strategy.
But it can also be challenging to find the best way to engage internal audiences throughout the process. Common questions include:
As the marketing technology stack evolves, we have access to more data than ever, and thus more insight into our audiences and their behavior. You have the keys to unlock the future of data fluency in your team and in your organization. But the volume of this data can be overwhelming, as well as the sheer number of metrics available, that seem to be invented daily.
So where should you start? At the core of our entire suite of marketing efforts along the consumer decision journey is your website. So let's start there.
When we audit and review a website before embarking on a website redesign project, we typically see a range of content issues, including:
Haven’t made the move from HTTP to HTTPS yet? You’re not alone, but it’s time.
The good news is that over one-third of the top 1 million websites use SSL by default, an increase of 150% in the last year, according to BuiltWith. The bad news? That still leaves two thirds of the top websites using a less secure protocol.
When we kick off a website redesign project with a client, one of the first things we discuss is an area where the bulk of the work might not happen for months down the line. That’s right, I’m talking about content.
To be frank, it can be a scary conversation. With these kinds of projects, the content expectations can be daunting — especially if you wait to think about it until you are well into the design phase. By that point, a significant number of content decisions have already been made, and you’ll end up in a tight spot if you don’t have a plan for how to address them.
As we head into 2018, it’s time for our fourth annual report on Google Analytics benchmarks for college and university websites. We reviewed traffic from a wide range of college and university websites — graduate programs, universities, liberal arts colleges, adult programs, and law schools — from January 1, 2017 to December 31, 2017. When available, we looked at only external traffic sources to get the best reads on how prospective students and alumni are experiencing the website.
A new year brings new enthusiasm to accomplish some of the biggest challenges in the field of higher education. From artificial intelligence to big data, the industry is being hit with buzzword after buzzword, as we weed through the trends to unearth solutions that will bring the industry to the next level.
With the help of insights from higher ed marketing executives and CMOs, we pulled together a list of digital marketing priorities for the new year.
It can sometimes be difficult to know if the way you’ve structured your team is the “right” way. For most, whether you are meeting your internal goals and rising to the demands of your institution is the only method to measure. There’s no real, concrete way to compare your own structure and your own success against that of the rest of the industry.
We wanted to change that.
With 2018 stretched out before us, it’s time to start filling in those little boxes on the calendar with conferences that offer incredible opportunities for learning, networking, and knowledge sharing among folks from colleges and universities around the world. In 2018, higher education marketers, content strategists, and communication professionals need to make sure these conferences are on their calendars. We’ll see you there!