John Wilford is founder and managing director of Rave

Inbound marketing is the new technique that could radically improve student recruitment. Inbound marketing builds upon content marketing by adding lead tracking and nurturing. A lead is someone who interacts with you website.

A survey of newly enrolled students across four different colleges found that websites are the number one source of information about a college during the research stage of the decision making process. Therefore it is crucial that your college is found quickly when people search using Google, Bing and other search engines. Recent changes to search algorithms by the leading players, most notably the Hummingbird update by Google, is biasing search results towards those sites that have high quality, regularly updated content.

Essentially content marketing helps you be seen by your audience and helps you to engage with them. For colleges, that means increased awareness of your offering and greater enrolment rates.

Inbound marketing takes content marketing one step further by using processes and techniques to gather information about visitors to your website and turn them from just site visitors into engaged contacts through to brand advocates.

Creating meaningful content can be a challenge for in-house marketing teams, which is why many outsource the creation of content from specialist agencies. Content needs to be relevant and well written and many search engines value good quality English. College's are not short of content, there is a wealth of high quality content, but it needs sifting, prioritising and writing in a way that search engines will find.

So let's assume we have content, or a plan to get the content, how do we publish this content?

Marketing automation platforms

There are many channels to get content seen by your target audience, including blogs, website pages, emails and social media platforms. However this is fraught with problems. Each communication channel has historically required different systems, such as a website content management system (CMS), a social media platform and an email broadcast tool. This proliferation of systems complicates the process and adds time and inefficiency.

In recent years marketing automation platforms have emerged which bring together every aspect of digital marketing, giving marketers great control in publishing content. Examples include the market leader, Hubspot, and other solutions providers including Marketo and Pardot.

Essentially, in one cloud-based system, you can rapidly publish content and measure the impact that this content has. In a matter of minutes it is possible to create a campaign, build an email and send it to only relevant people, create a landing page with a smart data capture form and populate social media.

In essence, inbound marketing delivered through marketing automation will increase web traffic, attendance at open events, and applications. It will also improve applicant to enrolment conversion rate by ensuring regular communication.

Rave is an approved implementation partner for Hubspot, the world's leading marketing automation platform. For a demonstration or for more details This email address is being protected from spambots. You need JavaScript enabled to view it..

John Wilford is founder and managing director of Rave, a specialist marketing agency providing strategic advice, creativity, media planning, social media and campaign execution to many FE colleges and sixth form colleges

You may also be interested in these articles:

Register, Login or Login with your Social Media account:


Advertisers

Advertiser Skyscrapers

Video Advert

Newsroom Activity

Ahlan Safety commented on 5 ways to keep your Company safe 3 hours 44 minutes ago

Workplace health and safety is very important part for every business. I read these 5 steps, So I...

Ahlan Safety commented on 5 ways to keep your Company safe 3 hours 45 minutes ago

Workplace health and safety is very important part for every business. I read these 5 steps, So I...

I really enjoy to read this article. I want to...

Latest Education News

Further Education News

The FE News Channel gives you the latest education news and updates on emerging education strategies and the #FutureofEducation and the #FutureofWork.

Providing trustworthy and positive Further Education news and views since 2003, we are a digital news channel with a mixture of written word articles, podcasts and videos. Our specialisation is providing you with a mixture of the latest education news, our stance is always positive, sector building and sharing different perspectives and views from thought leaders, to provide you with a think tank of new ideas and solutions to bring the education sector together and come up with new innovative solutions and ideas.

FE News publish exclusive peer to peer thought leadership articles from our feature writers, as well as user generated content across our network of over 3000 Newsrooms, offering multiple sources of the latest education news across the Education and Employability sectors.

FE News also broadcast live events, podcasts with leading experts and thought leaders, webinars, video interviews and Further Education news bulletins so you receive the latest developments in Skills News and across the Apprenticeship, Further Education and Employability sectors.

Every week FE News has over 200 articles and new pieces of content per week. We are a news channel providing the latest Further Education News, giving insight from multiple sources on the latest education policy developments, latest strategies, through to our thought leaders who provide blue sky thinking strategy, best practice and innovation to help look into the future developments for education and the future of work.

In May 2020, FE News had over 120,000 unique visitors according to Google Analytics and over 200 new pieces of news content every week, from thought leadership articles, to the latest education news via written word, podcasts, video to press releases from across the sector.

We thought it would be helpful to explain how we tier our latest education news content and how you can get involved and understand how you can read the latest daily Further Education news and how we structure our FE Week of content:

Main Features

Our main features are exclusive and are thought leadership articles and blue sky thinking with experts writing peer to peer news articles about the future of education and the future of work. The focus is solution led thought leadership, sharing best practice, innovation and emerging strategy. These are often articles about the future of education and the future of work, they often then create future education news articles. We limit our main features to a maximum of 20 per week, as they are often about new concepts and new thought processes. Our main features are also exclusive articles responding to the latest education news, maybe an insight from an expert into a policy announcement or response to an education think tank report or a white paper.

FE Voices

FE Voices was originally set up as a section on FE News to give a voice back to the sector. As we now have over 3,000 newsrooms and contributors, FE Voices are usually thought leadership articles, they don’t necessarily have to be exclusive, but usually are, they are slightly shorter than Main Features. FE Voices can include more mixed media with the Further Education News articles, such as embedded podcasts and videos. Our sector response articles asking for different comments and opinions to education policy announcements or responding to a report of white paper are usually held in the FE Voices section. If we have a live podcast in an evening or a radio show such as SkillsWorldLive radio show, the next morning we place the FE podcast recording in the FE Voices section.

Sector News

In sector news we have a blend of content from Press Releases, education resources, reports, education research, white papers from a range of contributors. We have a lot of positive education news articles from colleges, awarding organisations and Apprenticeship Training Providers, press releases from DfE to Think Tanks giving the overview of a report, through to helpful resources to help you with delivering education strategies to your learners and students.

Podcasts

We have a range of education podcasts on FE News, from hour long full production FE podcasts such as SkillsWorldLive in conjunction with the Federation of Awarding Bodies, to weekly podcasts from experts and thought leaders, providing advice and guidance to leaders. FE News also record podcasts at conferences and events, giving you one on one podcasts with education and skills experts on the latest strategies and developments.

We have over 150 education podcasts on FE News, ranging from EdTech podcasts with experts discussing Education 4.0 and how technology is complimenting and transforming education, to podcasts with experts discussing education research, the future of work, how to develop skills systems for jobs of the future to interviews with the Apprenticeship and Skills Minister.

We record our own exclusive FE News podcasts, work in conjunction with sector partners such as FAB to create weekly podcasts and daily education podcasts, through to working with sector leaders creating exclusive education news podcasts.

Education Video Interviews

FE News have over 700 FE Video interviews and have been recording education video interviews with experts for over 12 years. These are usually vox pop video interviews with experts across education and work, discussing blue sky thinking ideas and views about the future of education and work.

Events

FE News has a free events calendar to check out the latest conferences, webinars and events to keep up to date with the latest education news and strategies.

FE Newsrooms

The FE Newsroom is home to your content if you are a FE News contributor. It also help the audience develop relationship with either you as an individual or your organisation as they can click through and ‘box set’ consume all of your previous thought leadership articles, latest education news press releases, videos and education podcasts.

Do you want to contribute, share your ideas or vision or share a press release?

If you want to write a thought leadership article, share your ideas and vision for the future of education or the future of work, write a press release sharing the latest education news or contribute to a podcast, first of all you need to set up a FE Newsroom login (which is free): once the team have approved your newsroom (all content, newsrooms are all approved by a member of the FE News team- no robots are used in this process!), you can then start adding content (again all articles, videos and podcasts are all approved by the FE News editorial team before they go live on FE News). As all newsrooms and content are approved by the FE News team, there will be a slight delay on the team being able to review and approve content.

 RSS IconRSS Feed Selection Page