Adding podcasts to your digital asset mix – and how to leverage them

You don’t have to be intimidated by podcasts. In fact, creating them and leveraging them may be easier than you think. Read on for some tips on developing this unique and sustainable form of content to add to your school’s marketing strategy.

It may seem that everyone (including your competition) is jumping on the podcast bandwagon. And to some degree, that is true. Giving your students multiple ways to connect with your brand can benefit your school. Podcasts can be crucial to your media mix because they are:

Personal and emotional

Easy and inexpensive to produce

Evergreen

Accessible and convenient

Unique and engaging

So, you’ve decided that you’d like to brave the waters and try something new with a podcast. But where do you start, what tools will you need and how can you add it appropriately to your school’s digital library?

The tools you need

To create a podcast, here is what you’ll need to get started:

A good microphone kit: Try one that is portable with easy set-up and dependable audio quality so you can record in a noisy setting like a classroom, on the phone with an alum or in a quiet office with an admissions director.

A program for editing audio content: There are several free versions available or you can purchase one for podcasters of all levels online. This type of software will allow you to edit your voice and clean/organize content the way you want it.

A way to post it online: Your school may already have a cloud-based hosting site, but if not, you can usually set up a basic account to post and archive content.

Content ideas

Higher education is ripe with ideas for podcast content. Since pursuing a degree is such a personal decision, your prospects will appreciate your efforts. Give them information they can use to evaluate whether your program is right for them. Here are some ideas:

Interviews with current students on immersions, clubs, projects, coursework, internships and plans after graduation.

Discussions with alumni on ROI, meaningful moments from the program, how their network has helped them in their career path and leadership lessons.

Q+A sessions with faculty giving a deep dive into topics from a specific course, i.e. finance, marketing, leadership, international business, etc.

A counseling session with recruiting staff that debunks admissions myths, gives advice on the application process or offers insight on choosing the right program for you.

A catch-up conversation with your dean.

How to leverage podcasts in your school’s marketing

Once you’ve created your podcasts, it’s important to post them on your website in a central repository. Whether it’s your newsroom or a dedicated podcast page, having them in one spot will help with search value. You can also weave them into different pages throughout your site — especially the admissions sections — to create more engagement.

Here are some additional ways you can use podcasts:

Share on social media with a teaser and link to the podcast.

Summarize the podcast content in a blog and the link to it for reference (this helps with SEO).

Send them out in admissions emails as they are relevant to the topic.

Post them on your YouTube channel with an accompanying slideshow.

As you are searching for ways to strengthen your higher ed digital advertising and marketing content, podcasts can improve your searchability, reach and access to prospective students. Find more ways to leverage this content by contacting GPRS. We can help you weave this content into your existing marketing strategy and grow your prospects with meaningful content that tells your school’s story.

BY Anthony Campisi | April 8th, 2020

Leveraging alumni stories to boost your digital strategy

Every graduate program claims to have rigorous academics, highly regarded faculty and fantastic employment or advancement opportunities. But how do you prove that your institution is worth the investment and that students can anticipate the success they’re seeking? This is where the stories of the students who have benefited from your program and have gone on to do great things can help your digital strategy. Prospects want to see real people that they can relate to and stats that predict desirable future outcomes.

Your school’s brand identity is shaped by how you tell your story. Profiling alumni can be one of the most powerful forms of storytelling. Learn how you can use these stories and their content to boost your digital strategy.

How alumni stories shape your brand

When alumni have shaped the world around them, you want people to know about it. Successful alumni profiles can:

Give credibility to your program
Showcase the broad and impressive network prospects can connect with
Allow prospects to see themselves as part of your program
Give current students and alumni a sense of pride
Continue alumni engagement, especially if you use a reward system when you feature their accomplishments
Add authenticity and a unique perspective that prospects trust
Highlight academic excellence with awards and achievements

There are many ways you can use this content to boost your digital strategy. In creating personal content, you can showcase diversity, highlight different programs, and give your marketing a unique look and feel. Take it a step further and make content interactive using podcasts, video or an audio interview tied with a slideshow.

Try these tips for a varied format that will appeal to different demographics:

Switch up the format, i.e. use an interview Q+A style, record a video, create a podcast with a member of your recruiting team interacting with a former student.
Use photos, but keep them within a consistent brand look and feel
Use the alumni as brand ambassadors who agree to interact with students

Find ways to weave alumni stories into your marketing mix

To strengthen your digital presence, you can write about alumni in a blog. Optimize the blog with key search terms and phrases that would usually be hard to work into web content. Since blogs are more conversational, you may find that optimized phrases and questions like “Why is an MBA right for me?” or “My Executive MBA return on investment,” are easier to weave in. Be sure to include accomplishments and awards in social media as messages of congratulations which can not only increase engagement, but also give prospects something to aspire to. And as you’re developing content for your website, digital (and printed brochures) and email marketing, find ways to drive click-throughs with compelling tidbits from success stories.

Choose your alumni wisely

Using alumni at large, recognizable corporations with notable titles are great. People who have won awards, contributed to significant industry innovations or are in the news are always great choices. However, you do not have to have superstar or famous alumni to make an impact in your messaging. And in fact, having the right mix of alumni stories is important so that you don’t intimidate some of your prospects. Try profiling those who have inspiring stories, have switched careers, have made significant gains in leadership skills or who have contributed to their communities and the school.

One caveat

Be sure to monitor the alumni you are using to represent your brand. Try to avoid the political landscape and negative news coverage. Keep them on your radar for when they switch jobs, and be aware of any abrupt exits from companies that could signal issues. Remember the goal is to highlight a desirable path and showcase alumni that are in alignment with your values as an institution.

As you are looking for ways to develop and utilize alumni stories to strengthen your school’s higher education brand, communication and digital advertising, GPRS can help.

Month: April 2020

Insights from the Higher Ed Experts