Utilizing Student-Created Content in Higher Education Marketing

Utilizing student-created content is a powerful strategy that can greatly benefit higher education institutions.

Student-created content refers to any content that is produced by current or former students of a college or university, including but not limited to social media posts, blogs, videos, and testimonials.

The importance of student-created content in marketing lies in the fact that it is highly authentic and relatable to prospective students.

According to a recent study by the Content Marketing Institute , 86% of consumers say that authenticity is important when deciding which brands to support.

Student-created content provides an inside look into campus life, academic experiences, and the overall student experience at a particular institution, which can be highly influential in a prospective student's decision-making process.

Moreover, utilizing student-created content can benefit higher education institutions in a number of ways. For one, it can help to increase engagement and interaction on social media platforms.

In fact, a survey by the Pew Research Center found that 81% of U.S. adults use social media, making it an important channel for reaching prospective students.

Additionally, incorporating student-created content into marketing campaigns can help to improve brand perception and increase enrollment rates.

Benefits of Student-Created Content in Higher Education Marketing

One of the key benefits of student-created content is that it is highly authentic and relatable.

According to a survey by the Higher Education Research Institute, prospective students place a high value on peer-to-peer recommendations and advice when making their college decision.

By showcasing student-created content, higher education institutions can provide an authentic and relatable glimpse into campus life and academic experiences, which can help to attract and retain students.

In addition, student-created content is often cost-effective and efficient. Rather than spending resources on expensive marketing campaigns , institutions can leverage the power of social media and other digital platforms to amplify student voices and experiences.

According to a survey by the Content Marketing Institute, user-generated content can result in a 29% increase in web conversions compared to campaigns without it.

Moreover, incorporating student-created content into marketing campaigns can help to increase engagement and interaction with prospective students.

A report by the Center for Marketing Research found that user-generated content can generate 6.9 times more engagement than brand-generated content on Facebook.

By encouraging students to share their experiences and perspectives, higher education institutions can create a sense of community and belonging, which can be highly influential in the decision-making process for prospective students.

Finally, student-created content can also enhance an institution's SEO and online presence. According to a report by the Search Engine Journal, user-generated content can increase a website's search engine ranking by 20%.

By incorporating student-created content into their website and social media channels, institutions can improve their online visibility and attract more prospective students.

Types of Student-Created Content

One of the most popular forms of student-created content is user-generated social media content. This can include posts and stories on platforms like Instagram, Twitter showcasing student experiences and perspectives.

According to a report by the Pew Research Center, 71% of U.S. adults use social media, making it an essential channel for reaching prospective students.

Another form of student-created content is student blogs and vlogs. These can be hosted on the institution's website or on external platforms like YouTube and Medium. According to a report by Hubspot, businesses that use blogs generate 67% more leads than those that don't.

By providing a platform for students to share their experiences and insights, institutions can create a rich source of authentic and relatable content that can attract and retain prospective students.

Student testimonials and reviews are also a powerful form of student-created content. These can be featured on the institution's website or on external review sites like Niche and College Confidential.

According to a report by BrightLocal, 91% of consumers read online reviews when making a purchasing decision.

By showcasing positive reviews and testimonials from current students and alumni, institutions can enhance their reputation and attract more prospective students.

Finally, student-produced podcasts and webinars are a growing trend in higher education marketing. These can cover a range of topics, from academic and career advice to campus life and culture.

According to a report by Edison Research, 37% of Americans have listened to a podcast in the past month. By providing engaging and informative content through these channels, institutions can increase their online presence and attract a wider audience of prospective students.

How to Utilize Student-Created Content in Higher Education Marketing

According to a report by the Content Marketing Institute, incentivizing user-generated content can increase participation rates by up to 90%.

By creating a culture of content creation and recognition, institutions can generate a steady stream of student-created content that can be leveraged in their marketing efforts.

Another important strategy is to develop a content curation and moderation strategy. This involves establishing guidelines and procedures for selecting and moderating student-created content to ensure that it aligns with the institution's values and messaging.

According to a report by the Higher Education Marketing Journal, effective content curation can improve engagement rates by up to 25%.

By curating and moderating student-created content, institutions can ensure that it is high-quality, on-brand, and resonates with their target audience.

In addition, it is important to showcase student-created content on institutional websites and social media channels. This can be done through dedicated content sections or by incorporating student content into existing pages and posts.

According to a report by the Pew Research Center, 68% of U.S. adults use Facebook, making it an essential platform for reaching prospective students.

By featuring student-created content prominently on institutional websites and social media channels, institutions can provide an authentic and relatable glimpse into campus life and academic experiences.

Finally, integrating student-created content into marketing campaigns and recruitment efforts can help to amplify its impact.

This can be done through targeted advertising, email campaigns, and other digital marketing channels. According to a report by the Content Marketing Institute, incorporating user-generated content into marketing campaigns can increase click-through rates by up to 300%.

By leveraging the power of student voices and experiences, institutions can create a strong brand identity and attract and retain more students.

In conclusion, utilizing student-created content in higher education marketing requires a strategic approach that includes encouraging and incentivizing content creation, developing a content curation and moderation strategy, showcasing content on institutional websites and social media channels, and integrating content into marketing campaigns and recruitment efforts.

By following these strategies, institutions can create a rich source of authentic and relatable content that can help to attract and retain prospective students.

Challenges and Best Practices for Utilizing Student-Created Content in Higher Education Marketing

One of the main challenges is maintaining quality control and ensuring appropriateness. Institutions need to ensure that the content created by students aligns with their values and messaging.

According to a report by the Content Marketing Institute, 59% of marketers are concerned about the quality of user-generated content.

To address this challenge, institutions can establish clear guidelines and expectations for content creation, and provide feedback and guidance to student content creators to ensure that the content is high-quality and appropriate.

Another challenge is obtaining consent and respecting privacy. Institutions need to obtain consent from students before using their content for marketing purposes, and ensure that their privacy is protected.

According to a report by the National Association of College and University Business Officers, 57% of institutions have policies in place to protect student privacy.

Institutions can also provide clear guidelines to students on how their content will be used, and give them the option to opt-out if they are not comfortable with their content being used for marketing purposes.

Best practices for utilizing student-created content in higher education marketing include providing clear guidelines and expectations for content creation, establishing a feedback and improvement loop for student content creators, and showcasing student-created content in a prominent and authentic way.

Institutions can also incentivize content creation and provide recognition for students who contribute high-quality content.

To Conclude

Utilizing student-created content in higher education marketing offers numerous benefits, including increased authenticity and relatability, cost-effectiveness and efficiency, greater engagement and interaction with prospective students, and enhanced SEO and online presence.

However, there are also challenges to consider, such as maintaining quality control, obtaining consent and respecting privacy, and providing clear guidelines and expectations for content creation.

To overcome these challenges, institutions should establish clear guidelines and expectations for content creation, provide feedback and guidance to student content creators, and showcase student-created content in a prominent and authentic way.

By doing so, institutions can create a positive and engaging environment that encourages content creation and fosters a sense of community on campus.