Digital Content Strategies That Boost Higher Ed Enrollment in the Age of AI
Eastern Standard Partner and Chief Digital & Technology Officer Jim Keller presented this topic via a University Business Ed Talk on May 21, 2024
Watch now:
Are you unsure about what advances in AI mean when it comes to your .edu content strategy? You’re not alone — especially in light of the following factors currently facing all higher education institutions:
The “enrollment cliff”
Because of changing demographics, the cohort of college-age prospective students is simply smaller than in past decades.
Changes in decision-making habits
Students are far more pragmatic in weighing their choices: What is the ROI on a college degree? What other alternatives are available in terms of trade careers, on-the-job training, apprenticeships, and more?
Increasing competition
Vying for fewer prospects has raised the stakes considerably on the effectiveness of SEO, lead generation & conversion strategies.
In this webinar, Jim shared important takeaways from our higher education digital agency‘s hands-on experiences with evolving generative AI technology and how we leverage it to optimize digital content strategies for higher ed clients. You’ll learn:
- How changes in the way search engines use AI to crawl, ingest, and interpret content should directly influence your UX, content & SEO strategies
- Specific practices you can use to optimize how AI understands both the text and the context of your content
- Why your digital content strategy matters more now than ever before to admissions marketing — and which tried-and-true best practices still win the day
Need more help with this topic? Read The Higher Ed Marketing Playbook: 5 Steps to Build Content that Converts and reach out to start a conversation.
Q&A
What is the enrollment cliff in higher education?
The enrollment cliff refers to the demographic shift resulting in a smaller cohort of college-age prospective students compared to past decades. This demographic change means higher education institutions must compete more intensely for fewer potential enrollees.
How has student decision-making changed for college enrollment?
Today’s students are far more pragmatic when weighing their choices, carefully considering the ROI on a college degree and evaluating alternatives like trade careers, on-the-job training, and apprenticeships. This shift requires institutions to clearly communicate value propositions in their marketing.
How does AI affect higher education content strategy?
Changes in how search engines use AI to crawl, ingest, and interpret content directly influence UX, content, and SEO strategies. Institutions must optimize their content so AI can understand both the text and context, ensuring their programs appear accurately in AI-powered search results.
Why does digital content strategy matter more now for admissions marketing?
With increasing competition for fewer prospects, the stakes for effective SEO, lead generation, and conversion strategies have risen considerably. Digital content strategy directly impacts enrollment success as students rely more heavily on online research to inform their college decisions.
Eastern Standard helps colleges and universities create compelling digital experiences. Our website design team specializes in engaging prospective students for higher education institutions. Contact us to elevate your .EDU website.
