How To Build A Diverse Content Marketing Strategy That Engages Potential Applicants
Student recruitment is getting tougher. Increasing competition. More channels to cover. Generation Z entering Higher Education with different wants, needs and drivers.
To stand out, universities must have a practical and diverse content framework that connects with prospective students and showcases the unique academic and social opportunities available. It should also provide a platform for universities to effectively communicate their values, mission and the institution's advantages.
At Organic Content, we developed the MUSE content framework, which stands for:
Motivational
Useful
Shareable
Entertaining
The MUSE content framework gives our clients simple guidelines that enable them to develop compelling content marketing strategies or communications plans that deliver results.
This article explores the human psychology behind MUSE and why it works for student recruitment. The MUSE framework also works for businesses recruiting or engaging any applicant, for example, an organisation hiring or onboarding a staff member, as it is essentially a way for any brand to think strategically about social media, website or email content.
Motivational content
Universities looking to recruit new students must create content that appeals to and motivates them. Students are looking to be inspired by the content they consume. It's one of the reasons they go on social media platforms in the first place! This is an important point. You don’t control the social media networks. Therefore you need to play by their rules and the expectations of your audience.
Prospective students want to feel like they can achieve their goals and dreams if they attend university. Creating motivational content helps give prospective students the confidence they need to pursue higher education whilst also providing a unique opportunity for universities to differentiate themselves from other institutions by showcasing their values and qualities.
Additionally, content encouraging students to develop their skills, challenge themselves and ultimately reach their potential can be incredibly powerful in helping universities stand out from the competition. If done well, motivational content that resonates with students can create an emotional connection with them and you can begin to build a lasting relationship.
Useful content
Choosing a university is challenging at times. So you need to help applicants throughout the process. Producing useful content can attract new students by showing them what they can gain and achieve by attending your university.
You can start to prove to applicants that you genuinely will support them (think 'show, not tell') by giving prospective students helpful content that provides them with information on available resources, potential career paths, and other opportunities they should take advantage of.
Once again, helpful content can help a university build a relationship with an applicant/potential student by providing them with the information they need to make the best decisions for themselves and their future. By creating genuinely helpful content, universities can effectively communicate their values and demonstrate to prospective students why they should choose their institution.
You should also make helpful content for other key influencers like parents, guardians and teachers.
Shareable content
Want to reach a wider audience? With social media platforms like TikTok, Instagram and YouTube, universities can reach potential students worldwide.
By creating exciting and shareable content, universities can draw more attention to their institution and gain more interest from prospective students (without spending budget on ads).
When people share university content or user-generated content from your current students and alumni, they are essentially endorsing it and giving it credibility. This type of engagement is invaluable for universities looking to recruit new students.
When we say shareable content, we mean any type of content, such as text, images, video and audio, that can be shared online via social media and other websites. Shareable content is intended to be seen, liked and shared by a broad audience. The critical thing with shareable content is that it must be engaging in its own right. So when you take your branding away, it should add value to the audience without needing extra context.
Shareable content includes blog posts, infographics, videos, pictures, memes, quizzes, quotes and interactive content.
Entertaining content
TikTok and vertical video is here to stay. Investing time and effort in vertical video and short-form content is vital to attract applicants and engaging with them throughout the recruitment cycle.
Even though universities may not see themselves as 'funny', entertaining content attracts new students because it makes a lasting impression on them. Humorous, creative and engaging content can help universities stand out from the competition and create an emotional connection with applicants and prospective students.
Additionally, entertaining content can once again help universities demonstrate their unique values and qualities in a memorable and appealing way. By creating content that is both informative and entertaining, universities can effectively communicate their message and make an impact on prospective students.
Examples of entertaining content for universities could include:
Creating a lip-sync battle
Hosting a virtual challenge like a dance challenge
Playing a game of trivia
Producing a tutorial or educational video
Recording a vlog of the student experience
Sharing a student-friendly recipe
Showcasing the fun talents of students on campus
Doing a behind-the-scenes look at a class or sports clubs and society events
Time to find your MUSE
We developed the MUSE content framework to provide our clients with easy-to-understand guidelines that help them create a content marketing strategy or communications plan that delivers results.
If you want to diversify your content so it’s more engaging, need to reach more prospective students organically, or are looking to improve conversion rates with applicants - then get in touch with us today!
