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Using Epic Content Marketing in Higher Education

UNIVERSITY OF ROCHESTER

OCTOBER 17, 2023

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What is content marketing?

Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and

engage a clearly defined and understood target audience—with the objective of driving profitable customer action.

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DON’T FORGET!!

CUSTOMERS DON’T CARE ABOUT YOUR PRODUCTS OR YOUR SERVICES!

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Content focus

  • Inform
  • Entertain

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Why content marketing?

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Principles of content marketing

Fill a need.

Be consistent.

Be human.

Have a point of view.

Avoid “sales speak.”

Be best of breed.

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The content marketing process

Identifying the goal or objective

Defining the audience

Understanding how the audience decides

Choosing your content niche

Developing your content marketing mission statement

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Content is an asset

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Content is an asset

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Content as an asset

  • Content has long-term value
  • Content creates content

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Audience

“I am not the target for my content.”

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Personas

Priority initiatives

Success factors

Perceived barriers

Decision criteria

Buying process

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Content niche

Strive to be the best

Start small enough to become a trusted expert

Start with your best customers

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Content marketing mission statement

“Our institution is where [audience X] finds [content Y] for [benefit Z].”

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Content marketing mission statement

Epic content marketing is impossible without a clear and formidable why

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Owned land vs. rented land

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Content types and channels

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Content types and channels

Start with one…

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Content promotion

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Content performance and optimization

Look at your data

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Typical IA

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Pillar pages

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Pillar pages

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Search Quality

Evaluator Guidelines

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EEAT

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Questions?

Brian Piper�

bpiper2@ur.rochester.edu

https://brianwpiper.com/

@brianwpiper

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Speaking, workshops, consulting

Content marketing, content optimization

AI, Web3, data/analytics

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