About this course
Beyond being just a buzzword, content marketing in higher education offers important insights into the typical human behaviour and motivational factors along the student recruitment funnel. In practice, it is about creating valuable and relevant content that meets prospective students’ needs and expectations. A thoroughly developed content strategy helps your university to reach international student recruitment goals by positioning you as a trustworthy institution and fostering your brand value.
What you’ll learn
You will learn how a user-centred approach can help you to get the right message to the right people, in the right place and at the right time. This workshop will enable you to understand methods of successfully developing a content strategy (profiling your audience and mapping the student journey) and executing your content marketing plan (scheduling, creating and delivering).
This online course will help you:
- Understand the benefit of a content strategy
- Learn how to use specific tools and techniques in student-centred content marketing such as personas and student journey mapping, and how to develop them for your own institution’s purposes, including ideation and creation with AI tools
- Find creativity and inspiration
- Identify the key success factors for developing your content strategy
Who is it for?
This course provides excellent training for marketing and/or communications professionals and anyone working in international student recruitment in higher education institutions who want to successfully execute a content strategy in order to support their institutional goals.
Meet the trainers
Herwig Dämon
Joanna Kumpula
Course pricing
EAIE member: €95
Non-member: €175
Times
12 Feb: 14:00–17:30 CET
14 Feb: 14:00–17:00 CET
