Posts in Education

the OU and Channel 4

How higher education providers are marketing to new students

Brochures and pamphlets were once the main source of information for potential new students.

Now with many higher education providers taking steps towards digital transformation, and students naturally looking online to research educational courses - other forms of marketing are taking precedence.

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It's time to reinvent the HiPPO

The acronym HiPPO carries a negative connotation, but it doesn't have to. Going forward, it can be a beacon of positivity.

Here's why.

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Eight reasons why content strategy should be central to every marketer

Today’s information-hungry consumer is not happy to be spoon-fed advertising or ‘hard-sell’ articles.

Instead, they are looking for a more value-led approach to content.

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A complete guide to SEO for university websites

Digital marketing and SEO are becoming a higher priority now that universities are finding that they live in a much more competitive environment.

Historically universities haven’t prioritised ranking their courses highly in search engines.

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art and anarchy in british comics header image

How to deal with 150m pieces of content? A Q&A with the British Library

We've written previously about the challenges of information architecture at the British Library.

And now we've caught up with Head of Digital and Marketing Operations, Graham MacFadyen, to get some fascinating insight into how the organisation prioritises content and measures success online.

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Five bad habits that digital marketers should avoid

Digital advertising remains very much a blend of art and science utilizing the flywheel effect of technology.

Within the art comes a lot of human decision-making fueled by data, intuition, or speculation.

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How to generate higher education leads using personality quizzes

99% of prospective students are on Facebook. Quizzes are huge on Facebook. 

So if you put two and two together, it's obvious that higher education marketers should use quizzes to generate new student prospects. 

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How running my own publishing startup taught me more about content than any normal job

In May last year I decided to take three months out to focus on a publishing startup project.

I'd been freelancing for about 18 months as a content strategy consultant, but I was finding it a little frustrating not technically being or feeling in charge of a publishing operation.

Often what I advised wasn't carried out, and I felt like I wanted to better put what I was learning about the industry to better use.

While this is a blog about what I did and what happened, the lessons I learned in the period were invaluable, and I think anyone involved in content marketing could benefit from them.

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How the new EU VAT rules and MOSS affect you

Controversial new EU VAT regulations came into effect on 1 January 2015.

How do they affect your business?

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The complete guide to using quizzes in your marketing strategy

In January 2014, no one had ever heard of Playbuzz, a website that creates viral content, mostly quizzes.

By May of the same year, Playbuzz.com was receiving 45m unique visitors each month. 

In this post I go over the insider tips for how to create and implement quizzes into your marketing plan to achieve that kind of results on your site. 

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When can Facebook advertising challenge Google?

As Google approaches its 16th birthday, it is virtually impossible to question its value to online businesses.  

Over the last decade, companies from almost every sector have used the search giant to grow and reach customers that were previously inaccessible.

But with costs and competition rising, when can we look to Facebook as a real alternative?

I thought it would share some of my experiences to help invest your budget in the most effective way.

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Online purchase maze

The real reason your marketing costs are increasing

If you ask anyone in the industry what the biggest trends and challenges of the last 12 months have been you will receive a range of answers.

Chances are the answer will involve ‘not provided’ and content marketing if you are speaking to someone working in the SEO field.

If you are talking to someone with a PPC focus they will probably cite PLAs or rising CPCs.

If it’s a social guy you’re chatting to he will tell you how his channel is finally starting to deliver an ROI.

They will probably all talk about the phenomenal growth in mobile and tablet usage.

What there seems to be very little discussion about right now though is the marked increase in the amount of times potential customers visit your site before committing to a purchase.

This is partly influenced by the changes in device usage but is also symptomatic of changes in user behaviour – price comparison, voucher usage, and the convergence of offline and online worlds all contribute to this trend.

The challenge it creates is how to limit the amount of times we are paying to bring these same users back to the site, and how to pay as little as possible each time.

It’s a challenge which affects everyone working in digital and will hopefully drive more unified strategies, and make us all work closer together.

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