About this webinar recording

As the global perspective on test taking changes and schools increasingly focus on recruiting students at the graduate and professional levels, marketers must use new sources of lead generation to meet enrolment targets. More and more, marketers are turning to content marketing to organically capture prospective student information through the use of value-based content like articles, podcasts, ebooks, and webinars.

Content marketing is fuelled by audience insights, but gaining those insights through formal discovery practices (i.e., surveys, focus groups) can be cost prohibitive and time consuming. Enter social listening, which can provide marketers with the real-time audience understanding they need to deliver powerful, relevant content.

In this webinar, you will learn how to find and analyse public online conversations to identify knowledge gaps, popular content types and sources, and develop audience personas to fuel your content marketing.

What will I learn?

In this replay you’ll learn:

• The changes in the higher education sector that are leading more schools to invest in content marketing.
• How to segment social listening data to uncover the insights that inform effective lead-generating content.
• The underrated—and free—social listening platforms that are information goldmines for discovering audience insights.

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