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.
In this replay you’ll learn:
Liz Gross is CEO of Campus Sonar. Her professional super powers include designing and analyzing market research, applying social media strategy to multiple areas of the business, explaining difficult concepts in simple language, and using social listening to develop consumer insights and assist with reputation management. She received her Ph.D. in Leadership for the Advancement of Learning and Service in Higher Education at Cardinal Stritch University.
Stephen App is Campus Sonar’s Account Executive. A natural marketer and relationship builder, Steve has spent more than ten years in higher education, in both campus and agency environments. At Campus Sonar, Steve works with campus professionals to identify appropriate social listening programs that will help meet strategic institutional goals. An amateur runner, professional donut connoisseur, and staunch defender of the Oxford comma, you can often find him posting Seinfeld gifs on Twitter.
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