Ask anyone how life is going, and the likely answer will be something along the lines of “Good, but really busy.” We live in a world where everyone seems to be overworked, underslept, and constantly “busy.”
Considering this cultural reality, it’s no surprise that the majority of business professionals consider blogging a luxury that they simply don’t have time for — even despite the massive amount of data available today that suggests 93% of companies that blog increase lead generation.
What’s interesting though, is that some of the busiest people out there — business superstars like Neil Patel, Penelope Trunk, and Seth Godin for instance— realize that the best way to accomplish their goals of attracting new prospective consumers to their company’s website is to blog.
So why do some of the busiest people in Corporate America find the time to blog and why should you as an enrollment manager do the same? Because they’ve realized these three things.
1.Blogging is the Fastest Way to Grow Your SEO Rankings
“SEO is a race, not a sprint.” — Neil Patel
Everyone wants their website to “show up first on Google”, but many don’t understand the correlation between blogging and SEO rankings. As Google continues to adjust the way its algorithms rank search results it’s no longer enough to buy your way to the top of search results (hint: Google favors organic content over paid ads).
In order for a business — or in our case an institution — to get to the top, Google wants valuable and resourceful content associated with your brand to increase your search rankings organically. As it turns out, blogging is a very effective way to do just that as regular blogging increases an institution’s indexed pages by 434%!
2. Blogging Increases Your Credibility as a Thought Leader
“Blogging is good for your career. A well-executed blog sets you apart as an expert in your field.” — Penelope Trunk
Millennials — also known as your primary target demographic — value authenticity like no other generational cohort before. Millennials consume media that is relevant to their needs and wants like it’s water. When Millennials consider the pursuit of a degree — whether it be their first, second, or tenth degree — they look to the internet to help answer questions like when to go to school, where to go to school, what academic program would best suit their lifestyle, etc.
By regularly blogging under both institutional and personal profiles (think: publishing a blog post under an enrollment managers author profile) you begin to develop a reputation as a thought leader in the mind of the prospect.
By writing content that focuses on solving your prospect’s problems — things like affording higher education, going to a private vs. public institution, going across the country for college, etc. — and tap into not just demographic segmentation but also psychographic segmentation, you become an authority in the mind of a prospect. Blogging enables you as an enrollment manager to win this kind of clout.
3. Blogging Helps Drive Your Overarching Inbound Marketing Strategy
"Be genuine. Be remarkable. Be worth connecting with." — Seth Godin
Blogging helps drive your entire inbound marketing strategy (think: Social Media, Content Marketing, Email, and SEO strategy all-in-one). For example, you can “repackage” blog posts into shorter bites for Facebook, and share key insights, quotes or headlines on LinkedIn and Twitter.
All these will improve content discoverability and enhance your institution’s brand reputation. Publishing a weekly blog post on Facebook and Twitter not only increases your social reach and interactions, but your blog viewership, subscribership, and share-ability.
Finally, you’ve got to remove any negative feelings you might have of blogs — we’ve come along way since the blogosphere consisted merely of mom-bloggers and foodies. Blogs have become the first point of intersection for brands and consumers (read: institutions and prospective students!).
You can’t think of blogging as just “another thing to get to” on your to-do list. You’ve got to think of your blog as not just a platform that introduces a prospective student to your institution for the first time, but an educational space that answers questions and addresses concerns of your ideal students.
Looking for some tips on how to launch a blog and inbound marketing strategy for your institution?