How does one determine what content to produce to get the best SEO results while at the same time optimally engaging your target student

1. The 70/20/10 Content Marketing Formula
Slide 1
The 70/20/10 Content Marketing Formula

2. The 70/20/10 Content Marketing Formula
Slide 2
1) The SEO Challenge
2) The 70/20/10 Formula
3) 70%
4) 20%
5) 10%
Overview
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

3. The 70/20/10 Content Marketing Formula
Slide 3
 The big SEO challenge for higher ed institutions becomes
clear once you start examining keyword rankings for their
main academic programs.
 Hundreds, if not thousands of schools, have the same program
names so it is difficult for a school to rank highly for a search like “full
time BA degree in psychology New York” (even with the regional
geographic modifier attached.)
 To rank highly today, and be seen by prospective students in
their early stage web searching, higher ed marketers must
now also produce high quality, engaging, relevant and
recurring content about their academic programs, that
includes related short and long tail keywords.
1. The SEO Challenge
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

4. The 70/20/10 Content Marketing Formula
Slide 4
 This model will help you determine how content can be
focused to get the optimal results on both fronts.
 It was developed in the advertising world to support
balanced content marketing strategy in brand development.
 It was recently highlighted by Coca-Cola when used as part
of a long-term content marketing strategy for Coke but
applies equally well to higher education marketing.
2. The 70/20/10 Formula
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

5. The 70/20/10 Content Marketing Formula
Slide 5
 70% of your content should be low risk, basic information
that talks about the fundamental elements of your program.
 Some people refer to this type of content as link bait. But don’t get
the wrong idea.
 To be successful with the search engines and your prospective
student you must be committed to producing high quality content
even at this basic level.
 You must provide useful articles, with merit, that are on topics proven
to be of interest to your audience.
 This content, with a purpose, should provide basic information and
answer the basic questions about you programs.
 Don’t overthink it, keep it clean, simple and effective and
always link it back to the other basic elements of your
program.
3. 70%
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

6. The 70/20/10 Content Marketing Formula
Slide 6
 The next 20% of the content that you create should be
innovative, responsive content, discussing the same
prioritized topics that you covered in the 70%, but taken to a
deeper level.
 They might be a bit edgier; you might take a unique stance, or
respond to seasonal shifts in the general case.
 This content may also take a different form as ebooks, webinars, or
infographics.
 Deeper discussion of your priority topics provides serious prospects
with more information and more insight into your program’s
personality, as they form opinions about your institution and compare
it to other schools.
 Search engines are exposed to more detailed text covering your key
topics, encountering more synonyms, antonyms, and related long tail
keyword phrases.
4. 20%
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

7. The 70/20/10 Content Marketing Formula
Slide 7
 It is within the final 10 % of your content where you should
proactively and re-actively experiment with your subject
matter.
 It’s where you introduce controversial new ideas, take some risk with
opinion pieces, or experiment with feedback to comments to the
70% and 20%.
 It presents you with the opportunity to learn more about your visitor’s
preferences, win readers, lose readers and celebrate your content
expertise.
 By getting out ahead of your reader with this kind of content you can
test new trends, present new ideas and have a bit of fun along the
way.
 This is your opportunity to do marketing with some flair.
 Just remember not to step out too far outside the range of “normal”,
as defined at your institution.
4. 10%
Source: Higher Education Marketing – The 70/20/10 Content Marketing Formula

8. The 70/20/10 Content Marketing Formula
Slide 8
Questions?
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info@higher-education-marketing.com
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