THANK THEIR BRAIN, THEY DID NOTHING: When a creative person comes up with an idea that is so outside of the box it makes you think, how did you do that? They didn’t really think it up, they just saw something and connected the dots – they are just brilliant copywriters and know what resonates with readers. That is at the core of all copywriting; what will stick with readers and leave a lasting impression that can be associated with your brand.
Why you should care: People write the way they do for a select few reasons: they have to, they’re constrained by a minimum word count, or they feel the pressure from higher-ups to write in a particular style. Creatives are often placed in a box with no room to experiment or grow, but by allowing writers to go outside the box and test new things you open the doors to new forms of marketing that attract unique audiences. Millenials and Gen Z are nothing like baby boomers and generations of the past; they have access to so much content that if you don’t stand out and get their attention, you get lost in the shuffle. If your institution doesn’t give people the space to test new things, your university will fall behind faster than you may expect.
DON’T BE THAT MOM THAT SHARES AND COMMENTS ON EVERY FACEBOOK POST?: Far too often you see the “crazy mom” who seemingly never logs off Facebook and spends her whole day commenting on, and sharing, content. The problem: they don’t actually read the article, they just base everything off of the title. So, let’s say you read the title Broadcast TV Still Tops Digital Video… Yes, that is true, but if a higher ed marketer brings this to you with no context it could completely ruin your enrollment marketing strategy.
Why you should care: Without context you may pursue commercial advertising, spending thousands and thousands of dollars based on this article your “experienced” enrollment marketer brought you. There’s only one problem: You didn’t look at the demographics listed in the article. For undergrad and grad enrollment marketing teams, your audience is on digital far more than any other platform.
YOU SHOULD FORWARD THIS TO YOUR WRITERS?: You have probably heard the news by now that Facebook will be favoring friends and family content before publishers, but you can still maintain engagement. A word from Facebook: get users to mark you as “see first.” This will show your Facebook posts near the top of the user’s news feed no matter what, but it takes loyalty and commitment from the user.
Why you should care: We have had clients come to us and ask “What do we do?” or “How can we prepare for this?” since hearing the news. The answers is simple – create content your audience wants and they will “subscribe” to you by hitting see first and essentially label you as “friends and family.” It all goes back to creating content that has value and is catered to your prospective students, not what you THINK they want but what you KNOW they want based on data-backed decisions.