YOUR PREMIUM CONTENT MIGHT BE HELPING YOU LESS THAN THAT UNPAID INTERN: All of those guides, eBooks, and infographics that you have hiding behind forms are not helping your website’s SEO. HubSpot details what a pillar page is and how it can help your site’s SEO in a variety of ways. This post also introduces topic cluster methodology and discusses what’s new and next when it comes to optimizing your content for the search rankings of tomorrow.
Why you should care: The idea of “removing the form” can be terrifying to some enrollment marketers. Afterall, if you remove the form, how are you supposed to capture new prospects? HubSpot argues that it’s not necessarily about ditching the form, but about reimagining the traditional landing page. It’s becoming more and more important to expose some of the premium content behind your form on a dynamic pillar page that will help dramatically boost your SEO and convert leads that are more qualified (yes, the number of leads may go down, but the quality of those leads will go up).
SNAPCHAT APPEARED TO BE SUFFERING FROM SENIORITIS, BUT THEY’RE COMING BACK IN A BIG WAY: Snapchat knows its appeal mostly lies with Millennials and Gen Z, so they are adding college newspapers under the Discover tab of their application. Snap has been pushing to make changes that will differentiate themselves from the likes of Facebook, Instagram, and Twitter – no pun intended (okay, maybe it was).
Why you should care: Two-thirds of Americans are getting their news from social media, and this new update is a huge “win” for higher education marketers. This is Snap’s first real attempt to enable enrollment marketers to expose the content that their university has to offer. This new feature has the potential to increase website traffic, expose your institution's brand to a wide variety of new prospects, and enable your enrollment team to attract, convert, close, and delight prospective students with digital stories.
LINKEDIN IS ALMOST AS HOT AS GEORGE CLOONEY: LinkedIn used to be the ugly duckling of the major social apps, but after being acquired by Microsoft they have changed for the better. LinkedIn’s main change, and the reason they are growing, is because content marketers have “found their happy place.” LinkedIn, unlike Facebook and Twitter, is a more professional network that aspires to be known as “a place where learning happens and insights are gathered.”
Why you should care: Many people believe LinkedIn is for more established and professional members of the workforce, but that just isn’t true. The two biggest age groups are 25-34 and 18-24, respectively. Putting out relevant and informational content on LinkedIn can drive high-quality traffic to your site and using LinkedIn ads could be a great way to increase your inquiry pool.