Breakout 3A: How to use social listening to uncover audience insights for effective content marketing

As the global perspective on test taking changes and universities increasingly focus on recruiting students at the graduate and professional levels, marketers must use new sources of lead generation to meet enrollment 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 fueled 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 session, 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. We’ll also give you a framework to help senior leadership understand why content marketing is an effective option for recruitment and lead generation.

Key takeaways:

1. Attendees will be able to explain the changes in the higher education sector that are leading more universities to invest in content marketing.

2. Attendees will understand how to segment social listening data to uncover the insights that inform effective lead-generating content.

3. Attendees will discover the underrated—and free—social listening platforms that are information goldmines for discovering audience insights.

Track A: Making Smart Content Decisions