Content Marketing in Education: Distribution Options
Content can be distributed in many ways. The following list illustrates some of the most common and popular ways users consume content and should be considered as you plan your content marketing in education.
Website & Microsites
Reading and consuming content that is within the context of a website or microsite is one of the main ways content is consumed. The content within the page could be text, embedded video or audio, illustrations and photography, and a combination of all. While the types of content vary, the format of the content can also provide creative opportunities.
Blog Auto Subscriptions
Content within a blog or website/page can include tools that provide users a way to automatically subscribe to the content. Each time a new blog post is created, the user will receive the content through email as opposed to coming to the site. Site content can also be delivered using an RSS (real-simple-syndication) as an additional means of delivery into various readers such as Feedly.com.
Content can be repurposed into email newsletters. Best practices include providing engaging headlines with annotated introductions linking to a webpage or blog with full details.
Social Media is a critical way to distribute content. Best practices will include use of popular hashtags, photography or video, and shortened links to content that resides elsewhere.
Aggregation & Syndication Sites
Many websites are beginning to serve as aggregation sites. Sites such as EduSocialMedia, LinkedIn, local media sites, and neighborhood newspapers often search for content to support the paid advertising on the site. Sometimes you may be able to place your repurposed content on aggregation sites for no fees. Other situations may require payment to include your content as native advertising and advertorials. There may also be the opportunity for off-line usage of content in print and/or broadcast.
Content can be distributed through traditional PR distribution channels to be included in other sites and publications. Be sure that it is part of your content marketing in education plan.
Related Content on Page
A strategy of related content should be developed within the context of a website and blog. Users who find the content through search functions will also be interested in reading more suggested, relevant content that is within the context of their search. Various tools and technologies (especially on blog platforms like WordPress) can provide convenient and automated ways to keep users engaged with your content.
Mobile Focused Content/Featured
Emerging mobile technology is allowing for geofencing and location-specific opportunities for content. As the technology matures, it will include near-field communications (NFC), Virtual Reality, and Apple’s i-Beacon to provide users location sensitive context to received content. Options include the delivery of a coupon via smartphone app when a user enters a store; the delivery of a campus map upon arriving to the parking lot; or a virtual tour with rich media by simply pointing your phone at a location (i.e. Yelp App). As you consider the future of content strategies, be sure to keep up and understand these emerging technologies.
Need help navigating through the various distribution channels? Feel free to reach out.
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