Previous posts on higher education content marketing:
1) Using content marketing to support online marketing campaigns
2) Paid interactive marketing for colleges
3) Six steps for effectively packaging content you already have
4) Content marketing: The psychology of the click
In my prior blog post on using content marketing approaches as a tactic in higher education online marketing campaigns, I discussed a question I often get during consultations with campus partners I’m working with: “Why not just put the e-deliverable PDF download link or even the content within the e-brochure offer on the landing page, instead of making it available only following a form submission?”
In the prior post, I shared my main reason for gating an e-brochure: to only allow access to the offer once someone has submitted the contact form on your landing page. In this post, we’ll talk about the possible reasons higher ed marketers might consider delivering “ungated” content to test if that approach yields better outcomes.
Lower the barriers to generating student leads from landing page forms
When we broach the idea of “better outcomes,” we first need to define some terms so we have agreement on what our goals are. For the examples I’ve covered in this content marketing blog series, I’ve been making the assumption that inquiry or “lead generation” is the primary goal of the campaigns. If lead generation is the goal, there are two ways we can define a conversion to become a lead.