Education Leaders Insights - Kyle Campbell

This week I sat down and spoke with Kyle Campbell, founder of Education Marketer who has had a great career in education.

Kyle is a consultant, speaker and higher education marketing strategist. He publishes the Education Marketer newsletter and hosts a weekly podcast

We spoke in depth about content marketing and demand gen for universities and education institutions which Kyle is an expert in.

Insights below that were shared by Kyle during our conversation.

Content marketing is of increasing importance for education institutions with increasing competition, increasing paid ad costs and a struggle for differentiation for students when choosing between institutions.

Education institutions can create engaging content but are falling down in creating bespoke content for specific audiences.

Examples of this include institutions creating content successfully on some platforms but failing on others by not making the content unique to that platform.

This includes content being reused across multiple platforms without being adapted to suit the platform and the audience on that platform.

This can occur due to challenges in creating content on that platform such as TikTok which needs a different format than is being used on say Instagram for example.

Content creation strategies need to be defined for the channel and for the audience to be successful in getting engagement.

Too many institutions are relying on paid ads and in a pay-for-results model which leaves the institution vulnerable and overreliant on ad platforms such as Google ads.

Universities and colleges have niche areas for their courses that can help to create niche content for those areas for audiences interested in those topics and courses.

Niche institutes are a good example of education providers that are creating good quality content that is relevant to their audience who is interested in that topic and area of study.

There is a change in learning that is happening and the content institutions create needs to reflect this in terms of reduced barriers, lifelong learning and how they support their alumni.

Different formats of content such as newsletters give better ways to share content and to gain trust and attention from potential students for student recruitment.

AI is removing the content being a differentiator, creating content in volume is easier than ever before and the value of content may be reduced by AI.

The value is in who is publishing the content and how they are making it of value to their audience and becoming an authority people listen to when they publish new content.

The biggest piece of advice Kyle shared is that it is important to share what your education institution wants to stand for so that your audience understands what to expect from you.

If your education institution has an area where you are creating content in a meaningful way and your audience understands what you stand for then your audience will pay attention and respond positively to it.

You can listen to the full conversation with myself and Kyle on the EdUp Marcomm Podcast here - www.edupmarcomm.com