Because Algorithms Don't Study – People Do!
In educational content marketing, data and analysis are absolutely crucial. Tools like Google Analytics, SEMrush, and keyword analysis provide us with invaluable insights into what users are searching for and how they navigate the internet. These tools allow us to understand which topics attract attention, which queries appear most frequently, and which content is the most effective. Without data, our actions can only be based on guesses.
But analysis alone is just the beginning. True effectiveness in educational content marketing comes from something more—an ability to understand people, their intentions, and needs. Data helps us learn what interests users, but only authentic dialogue allows us to build a deeper connection with the audience.
So, it’s not enough to just look at search results or monitor keywords. Effective content marketing requires stepping into the world of your audience—whether through forum conversations, interactions in Facebook groups, direct meetings with high school students, or even organizing surveys. Only by listening to our audience can we truly understand their needs, questions, and concerns.
Therefore, content marketing in education is a combination of what technology tells us—i.e., data—and what our audience tells us. It’s a dialogue that gives us insight into the real intentions driving educational decisions. Only in this way can we create content that not only grabs attention but also motivates action, building strong relationships with every audience group—from prospective students to faculty members.
And these insights can only be discovered through good communication—with candidates, students, parents, faculty, and alumni. Without this, even the best-planned content may fall flat.
1. Prospective Students – The Key to Attracting Talent
When we think about prospective students, we often focus on the younger part of the group—the candidates themselves. They are the ones browsing university offerings, learning about programs, and considering which career path might be the best. However, it’s important to remember that the decision of which higher education institution to choose doesn’t rest solely on them. Parents play a key role in this process. According to research conducted by the Education Consumer Barometer, it is often the parents who search for educational offers online, compare universities, and ultimately decide which one will be the best for their child.
Therefore, our communication should address not only the needs of the young person but also the questions posed by parents. For candidates, the most important information will revolve around what the university can offer them—what quality of education, career prospects, and experiences await them in the future. On the other hand, parents will be more concerned with practical matters—whether the university provides solid foundations for a career, whether graduates have good outcomes in the job market, and whether the investment in education is worth it.
When targeting these audiences, it’s important to use content that speaks to both groups: interviews with alumni who have achieved career success, stories about career development opportunities after graduation, or infographics illustrating the benefits of studying at a particular university. Well-prepared content not only helps attract prospective students but also builds trust with parents, who are often the ones making the final decision.
Students – Maintaining Engagement and Motivation for Growth
Communication with current students has a completely different goal. The key is to maintain their engagement and motivate them for further development. In this group, the main goal of content marketing is to provide educational materials that help them achieve academic success, but also to give them a sense of belonging to the academic community.
It is worth investing in regular communications about university events, such as workshops, guest lectures, competitions, and sharing stories of other students who have achieved success. Students often also look for supplementary materials, such as advice on effective studying, time management, or information on opportunities to gain professional experience.
In this group, communication should be dynamic and personalized – sending newsletters, notifications about upcoming events, or informing about available university resources helps students feel part of a larger whole, while also motivating them for continuous development.
3. Academic Staff – Support and Collaboration in Research
The academic staff is a group that primarily expects collaboration in scientific research and professional development. In this case, communication is crucial and should focus on providing information about new research funding opportunities, organizing international collaborations, and promoting scientific events.
Content marketing should focus on delivering content that supports the interest and engagement of faculty members, such as articles on new trends in science, successes in research projects, expert interviews, and announcements of conferences. Communication should also highlight the benefits of the institution, such as access to modern laboratories, publication platforms, and career development opportunities.
In this group, personalization of communication is also key – academic staff will be interested in materials directly related to their specialization and research achievements.
4. Collaboration with Business – New Partnerships and Development Opportunities
Thanks to strong collaboration with businesses, universities can offer their students valuable practical experience, internship opportunities, and direct contact with industry leaders. Content marketing aimed at businesses should demonstrate how collaboration with the university addresses real-world problems, fosters innovation, and supports the development of future leaders.
In this communication, it is important to highlight the successes of partnerships with companies, stories of alumni who have achieved success in business, and the benefits of joint research and development projects. The content should focus on long-term advantages resulting from collaboration, such as joint research, access to university resources, and promoting the company’s image as an innovation leader.
5. Alumni – building a community and mutual support
Alumni are not just former students, but also ambassadors of the university who can become mentors, business partners, or help recruit future students. Communication with them should focus on maintaining contact, building relationships, and supporting their ongoing professional development.
Content marketing aimed at alumni can include newsletters, networking events, as well as information about further education opportunities or collaboration with the university. By showcasing alumni success stories and providing platforms for sharing experiences, we can create a strong and engaged community that will not only help build the university’s image but also support it in the future.
Administrative Staff – Organization, Processes, Support
Although the administrative staff may seem less “media-centric” in the context of content marketing, they actually have a significant impact on the smooth functioning of a university. Communication with this group should focus on streamlining administrative processes, increasing efficiency, and promoting professional development in university management.
Articles about new management tools, improving procedures, internal communication, and event organization can help build effectiveness. Content can also address topics related to career development for administrative staff, participation in training or courses that enhance the university staff’s skills.
Content marketing in education is the art of combining data with authentic interactions that allow for building strong, lasting relationships and achieving specific goals.