Educate to Engage - Master Blogging Strategies in Education Marketing

Explore the transformative role of blogs in the digital landscape of educational institutions with our insightful webinar, "Educate to Engage: Master Blogging Strategies in Education Marketing." In this session, we delved into the strategic importance of blogging within inbound marketing, highlighting how educational blogs serve not just as information hubs but as pivotal tools for attracting, engaging, and converting prospective students and stakeholders.

Whether you're looking to initiate a blog for your educational institution or optimize an existing one, the content from this webinar will equip you with the necessary tools and insights to use blogging as a powerful component of your marketing strategy. Engage with educational leaders and marketing professionals through the provided slides as we uncover the dynamics of blogging in education and its impact on community building and thought leadership.

Take a look at the webinar slides now to gain valuable knowledge and strategies to enhance your educational marketing efforts.

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Educate to Engage:
Master Blogging Strategies in
Education Marketing

2. HIGHER-EDUCATION-MARKETING.COM
Our HEM Presenter today
2
Scott Cross
Regional Manager
North America

3. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTINGHIGHER-EDUCATION-MARKETING.COM
HIGHER-EDUCATION-MARKETING.COM
▪The Strategic Role of Blogging in
Inbound Marketing
▪Blogging 101 for Schools
▪Storytelling Techniques
▪Content Creation Strategies for 2024
▪SEO Best Practices for Education
Blogs

Agenda
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The Strategic Role of
Blogging in Inbound Marketing

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Audience Poll #1
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How do you think blogging most effectively contributes to
inbound marketing in education?
A.Attracting more traffic
B.Generating leads
C.Enhancing brand visibility and establishing authority
D.Attracting and educating prospective students
E.All of the above

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What is Educational Blogging?
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Enhance Communication Attract Organic Leads
Encourage Engagement
Community Building
Showcase Thought Leadership
Improve SEO Performance

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Benefits of Blogging
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Improve SEO
Performance
Use keyword-rich content
to improve ranking on
search engines.
Source: Google + Harvard Extension School

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Benefits of Blogging
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Attracting Potential
Students
and connecting with them
Detailed content helps
prospective students find
the program that fits their
interests.
Source: John Cabot University

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Benefits of Blogging
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Drive Traffic From
Social Media
Lead Generation and
Conversion
Establishing Authority
and Credibility
Social media sharing will
lead to
more organic website traffic.
Impactful CTAs will help
you convert organic traffic
into qualified leads.
Establish the institution
as an authority in its field.

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Leveraging Blogs Across
the Education Marketing Funnel
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Consideration
Inquire
Application
Awareness
Blogs attract your
target audience.
Provide detailed content
about specific programs, and
unique educational
opportunities.
Feature CTAs and Q&A
Focus on converting interest
into action.

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Blogging 101 for Schools

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Tips to Start Working On Your School Blog
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1.Determine the goal of your school blog

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Tips to Start Working On Your School Blog
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2. Identify your target audience as well as their interests

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Tips to Start Working On Your School Blog
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3. Develop a unique voice!
Blog guidelines might include the following:

✓Preferred tone and writing style & word choice
✓Content that should be avoided.
✓Length of your blog posts.
✓Preferred spelling and grammar.
✓Use of SEO keywords.
✓Use of SEO titles and meta descriptions.
✓Use of headline tags and keywords within your headlines.
✓Use of images and alt text.
✓Use and placement of a call to action.

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Tips to Start Working On Your School Blog
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4. Create a content calendar

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Tips to Start Working On Your School Blog
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5. Feature relevant images, graphics & videos
Source: The Great Lakes College of Toronto Source: York University

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Tips to Start Working On Your School Blog
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6. Optimize for SEO
✓SEO Keywords
✓Meta descriptions
✓Alt-text
✓Internal linking
✓Mobile optimization
✓Backlinks

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Tips to Start Working On Your School Blog
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7. Create Content Clusters

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Tips to Start Working On Your School Blog
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8. Promote your blogs on social media platforms

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Tips to Start Working On Your School Blog
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9. If possible, boost your blogs on social media platforms

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Tips to Start Working On Your School Blog
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10. Promote your blog on Google Business Profile

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Tips to Start Working On Your School Blog
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11. Use your newsletter to distribute your blog content

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Tips to Start Working On Your School Blog
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12. Repackage and adapt your blog content for social media sharing

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Tips for Collaborating with a Marketing Agency
on Blog Development
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Invite staff members, alumni, or students for insights
and contributions.
Provide access to
essential marketing
materials such as
testimonials,
visuals, videos,
brochures, and
program outlines.
Establish content guidelines, a strategy, and/or brand guide.
Clearly articulate
your goals
regarding SEO.

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Blog Topics to Engage and Educate
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Student Success Stories Student life/activities &
Teaching/Learning
Source: Algonquin Careers Academy Source: Randolph-Macon Academy

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Blog Topics to Engage and Educate
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Program Overviews/highlights Career and Student Resources
Source: Bard College Source: Medix College

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Blog Topics to Engage and Educate
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Wellbeing Resources Student Advice
Source: McMaster University Source: EF/Education First

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How much more leads do companies with blogs generate monthly
compared to those without blogs?



a)10%
b)27%
c)67%
d)58%
Audience Poll #2
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Storytelling Techniques

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Leverage Personal Narratives
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Source: Queen's University Belfast

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Visual Storytelling: A Tool for Enhanced Engagement
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Source: University of British Columbia

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Drive Connection With Emotive and Inspirational Stories
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Source: Concordia University

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Engage With Broader Narratives
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Source: University of Waterloo

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Content Creation Strategies for 2024

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High Authority Backlinks
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Strategy Implementation
Focus on creating valuable
content that serves as
linkable assets:

●infographics
●in-depth research
●visually appealing
materials

These assets are more likely
to attract backlinks naturally.
●Develop relationships with
high-domain-authority
educational websites.

●Participate in industry
discussions.

●Contribute guest posts.

●Use visual content like
videos and charts that are
easily shareable and
link-worthy.

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Elevating E-E-A-T
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Purpose Approach
Google’s emphasis on E-E-A-T
underscores the importance of
content quality and credibility.
Boost your content’s E-E-A-T by showcasing credentials,
providing well-researched and accurate information, and
citing authoritative sources.
Experience
Expertise
Authoritativeness
Trustworthiness

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Using AI Tools for Content Development
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Innovation Benefits
Leverage AI tools to assist in
content creation -
●Generating ideas
●Drafting content
●Optimizing language
●Checking grammar
AI can help streamline the
content creation process,
enhance creativity,
and ensure content
consistency across platforms.

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Long-form vs Short-form Content
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Long-form Content Short-form Content
Focus on in-depth
exploration of topics to
enhance engagement,
improve SEO, and position
your blog as a thought
leader.
Utilize for quick reads, news
updates, and engaging with
users who prefer concise
information.

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Content Clusters & Optimization
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Content Clusters Actualization/
Optimization
Organize your content into
clusters around core topics.
●Boosts SEO
●Creates a
comprehensive
resource hub
●Improves user
experience by making
information easily
accessible
Regularly update existing
content to keep it relevant
and current, ensuring all
posts reflect the latest trends
and data.

This is critical for maintaining
high search engine rankings
and user trust.

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SEO Best Practices for Education Blogs

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Keyword Research and SEO Fundamentals
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Find relevant keywords
Strategically include these
keywords in blog titles, headers,
meta descriptions, and
throughout the content

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On-Page Optimization Tactics
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Ensure the blog is mobile-friendly
Optimize on-page elements to
boost SEO.

●Titles
●Headers
●Meta descriptions
●images (using ALT tags)

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Geo-Targeting and Local SEO
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Use geo-specific keywords.
Tailor blog content to reflect local
news, events, and information
that can attract regional
audiences.
Source: John Cabot University

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Analyzing Metrics
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Google Analytics
Metrics to Monitor
Social Media Metrics to
Check
●Traffic sources
●Behaviour flow
●Bounce rate / time on
page
●Conversions (place a
CTA in the margin of your
blog)
●Engagement rates (likes,
shares, comments)
●Click-through rates (CTR)
●Follower growth

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Key Takeaways

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Blogs enhance communication by providing a
platform where educational institutions can share
updates, insights, and content.
Key Takeaways
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By creating valuable and relevant content,
blogs attract prospective students and their
families via search engines and social media.
Regular publication of fresh, keyword-rich content
significantly improves search engine
visibility and rankings.
Blogs offer an interactive environment
for prospective students to learn more
about programs and campus life.
Blogs serve as a community platform for students,
faculty, and parents to interact and share
experiences, strengthening community bonds.
Educational blogs position institutions as thought
leaders by discussing relevant topics, thereby
enhancing their credibility and attractiveness.
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Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
[email protected]
Erik Fiuza
Europe & UK Business Development
[phone]
[email protected]

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