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9 Higher Ed Digital Marketing Objectives for 2019

January 04, 2019

As we dive into a new year, we recognize that higher ed marketers face huge challenges as well as huge opportunities to expand the reach of their brands and drive enrollment. But the wisest marketers know how to prioritize, influence, and advocate for marketing, based on where they see the opportunity to create the most value for their universities.

As we plan for 2019, here are the digital marketing priorities for leaders in higher education digital marketing and CMOs this year.

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8 Must-Attend Conferences for Higher Education Marketers in 2019

January 02, 2019

Each year, higher education marketers have dozens (perhaps hundreds) of higher education marketing conferences to choose from. Depending on your budget, you might only be able to attend a small handful — or even just a single conference. So it’s important that you get the most out of the event.

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10 Higher Ed Website Personalization Ideas & Examples

December 20, 2018

For the last four years, we’ve been developing and implementing website personalization campaigns for colleges and universities. The impact of these campaigns is two-fold — increased audience engagement and increased inquiries, applications, and deposits:

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Market Like a Pro: Building a Marketing Technology Stack in Higher Education

December 07, 2018

The marketing technology — or martech — stack refers to the integrated collection of software tools that digital marketers employ to deliver and optimize a comprehensive customer digital experience. The marketing technology stack typically spans across the website, email marketing, personalization, social media, and analytics.

As competition for students increases, universities and colleges need to consider implementing a higher education marketing technology stack to provide a full view of the prospective student journey and to optimize prospective student outreach.

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Four Data Sources to Guide Effective Higher Ed Digital Storytelling

November 28, 2018

When you think about digital brand storytelling at a college or university, you may initially think about stories of outstanding individual achievement: faculty conducting groundbreaking research, students having enriching learning experiences, or alumni making a meaningful impact on the world.

But beyond the incredible individuals who comprise your incredible institution, there is a different story lurking — in the aggregate.

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Nuggets from HighEdWeb 2018: Web Content Strategy, Accessibility and SEO

November 13, 2018

Whatever you’re searching for in a conference, you can find it at HighEdWeb. Opportunities to connect with old friends, lively after-hours events (#karaokeplane), and innumerable sessions that cover every aspect of higher education digital marketing. But throughout the conference, HEWeb organizers remind attendees to keep their eye out for the golden nugget — a highly coveted, inspiring piece of information that you can take home.

In Gold Rush California, there were more than one.

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How Website Personalization Can Increase Undergraduate Enrollment

November 02, 2018

Diverse. Connected. Early-adopters. Image-driven. Fiscally conservative.

Numerous lists across the internet simplify prospective Gen Z undergraduates into pithy attributes. Identifying these qualities might be helpful when thinking about how to shape messages for this audience, but they do little to help understand what Gen Z wants and expects from their online interactions.

We need to dig beyond the monikers to understand their desires.

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Jumpstart Your Website Project with a Content Strategy Plan

August 24, 2018

Planning a website redesign can be daunting. There’s a lot to consider.

The more clear-eyed you can be heading into the redesign effort, the more focused it will be and the more likely you will be to achieve success. One of the best ways to gain this clarity is by prioritizing content strategy ahead of the redesign itself.

While content strategy should be a core thread running through any website redesign project, there’s a lot of content work you can do well before a redesign gets underway to more fully inform what that effort should look like.

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Three Pillars of a Successful Higher Education Content Strategy

July 27, 2018

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.

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SEO Checklist for Higher Education

July 13, 2018

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.

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