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Webinar Recording

How to use social listening to uncover audience insights for effective content marketing

Hear about real-world examples of student social media updates that can influence your content strategy and marketing efforts on campus.

Register for free

August 15, 2019

4:00 pm

BST

Webinar Recording

How to use social listening to uncover audience insights for effective content marketing

Hear about real-world examples of student social media updates that can influence your content strategy and marketing efforts on campus.

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.

Who is the webinar recording for?

  • Anyone tasked with producing SEO-friendly, lead-generating content for their institution.
  • Those who seek new, creative ways to supplement their traditional audience research tactics and gain a better understanding of their prospective students.
  • Those new to the world of content marketing, social listening, or both - this webinar will provide you with the inspiration and practical information needed to adopt these tactics on your campus.

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Register for free

August 15, 2019

4:00 pm

BST

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Liz Gross & Stephen App

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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