Let’s start with some real talk: traditional higher ed marketing is dying a slow death.
The funnel of purchased names that institutions have relied on for decades is collapsing. Conversion rates from purchased contacts to enrollment have plummeted by a staggering 67% from 2019 to 2023 . Add in the looming enrollment cliff (with 840,000 fewer 12th graders projected by 2027), and we’re facing a perfect storm.
But here’s where it gets interesting: while some institutions panic, others are transforming these challenges into opportunities through strategic content marketing. At Manaferra, we’re seeing dramatic differences in outcomes between universities that treat content as a checkbox exercise versus those that view it as a strategic enrollment asset.
This article isn’t about incremental tweaks to your existing content plan. It’s about fundamentally rethinking how content drives your enrollment strategy in an environment where organic discovery and authentic connection matter more than ever.
The Current Reality: What’s Actually Working (And What’s Not)
After analyzing dozens of higher ed content initiatives and their outcomes, we’ve identified clear patterns in what drives actual enrollment results versus what just keeps marketing teams busy. Let’s break it down:
Multi-channel storytelling: Not just being everywhere
WHAT DOESN’T WORK: Creating disconnected content across channels with no strategic alignment.
WHAT WORKS: Building cohesive narratives that meet students at different touchpoints with consistent messaging but platform-appropriate execution.
Universities are finally catching on that an omnichannel approach isn’t about being everywhere—it’s about creating a seamless experience. According to Unibuddy, recruiting has fundamentally become omnichannel, requiring thoughtful coordination across all platforms.
Here’s something most marketers miss: the channels themselves aren’t the strategy. We’ve worked with institutions that dominated a single channel strategically and outperformed competitors thatspread themselves thin across every platform imaginable.
Student-generated content: Authenticity with guardrails
WHAT DOESN’T WORK: Heavily scripted “student stories” that feel corporate and contrived.
WHAT WORKS: Empowering actual students with creative freedom within brand guidelines.
The stats here are impossible to ignore: over 90% of higher ed recruiters confirm that student-to-student interactions are crucial to the prospect experience.
But there’s a nuance here that many miss: giving students complete freedom often leads to content that misses strategic goals, while excessive control produces inauthentic content nobody trusts. The sweet spot is providing creative freedom within strategic guardrails.
CONTRARIAN TAKE: Not all student content is created equal. We’ve found that content from juniors and seniors typically outperforms freshman content in driving enrollment decisions. Why? Because they can speak more credibly to the full college experience and outcomes.
Video content: Short isn’t always sweet
WHAT DOESN’T WORK: Chasing viral TikTok moments with random content.
WHAT WORKS: Strategic short-form video programs with consistent themes and calls to action.
Yes, short-form video dominates attention. A recent marketing survey found official college social channels are the top resource students use in their search, with “day-in-the-life” student videos ranking among the most desired content.
However, and this is crucial, we’re also seeing that longer-form video plays a vital role in specific programs and decision stages. For graduate and professional programs, especially, in-depth content often outperforms short snippets when prospects are making final decisions. The key is matching video length to the complexity of the decision and the stage of the journey.
AI and personalization: Promise vs. reality
WHAT DOESN’T WORK: Generic “personalization” that just inserts a prospect’s name.
WHAT WORKS: Behavior-based content delivery that adapts to actual engagement patterns.
AI is revolutionizing higher ed marketing, enabling targeted content delivery based on prospect behavior and interests. But here’s where we need to be honest: many institutions are getting lost in AI hype while missing practical applications.
The real transformation isn’t using AI to write blog posts—it’s using it to deliver the right content to the right student at the right time. One client experienced a 32% increase in application completion rates simply by implementing behavioral triggers that sent program-specific content based on browsing patterns.
SEO: The persistent blind spot
WHAT DOESN’T WORK: Generic keywords and thin program pages with minimal content.
WHAT WORKS: Comprehensive search strategies targeting high-intent, program-specific queries.
With 69% of students starting their college search online, search visibility is non-negotiable. Yet amazingly, nearly half (49%) of higher ed marketing departments lack a formal SEO strategy.
This represents both a failure and an opportunity. The institutions that take SEO seriously are seeing dramatic enrollment gains from organic search.
TACTICAL TIP: Stop optimizing for vanity terms like your institution’s name or generic program descriptions. Focus instead on specific questions students ask during their decision process: “nursing program clinical placement rates,” “business degree ROI,” or “transfer credit policy for military experience.”
Content Implementation Reality Check
Most higher ed marketing teams are understaffed and overwhelmed. Grand content strategies often fail not because they’re conceptually flawed but because they’re practically impossible to execute with available resources.
Here’s what actually works for different resource levels:
Small team (1-2 Marketers)
- First priority: SEO-optimized program pages (start with your highest-margin programs)
- Second priority: A focused social channel strategy (pick ONE platform to dominate)
- Student content: Start small with 2-3 reliable student ambassadors
- Time-saving tool: Repurpose content aggressively (one interview can become a blog, social posts, email content, etc.)
Mid-size team (3-5 marketers)
- First priority: Content hubs around key program areas
- Second priority: Structured student content program
- Resource allocation: 60% evergreen content, 40% timely/trending content
- Process focus: Create content templates and systems that scale
Large team (6+ marketers)
- First priority: Comprehensive content strategy with personalization
- Second priority: Channel-specific content strategies
- Advanced approach: Content tailored to enrollment stages
- Measurement focus: Connect content engagement to enrollment outcomes
Navigating Institutional Resistance
If you’ve been in higher ed marketing for more than five minutes, you know the biggest challenge isn’t knowing what to do—it’s getting institutional buy-in to actually do it.
Here are battle-tested approaches for overcoming common roadblocks:
For resistant leadership
- Start with a small pilot program with clear metrics
- Bring specific competitor examples to the table
- Focus on the enrollment risk of inaction rather than just the opportunity
For faculty concerns
- Create a content advisory group with faculty representation
- Focus on how content elevates their academic expertise
- Start with departments that show interest rather than fighting uphill battles
For budget constraints
- Begin with zero-budget initiatives (like restructuring existing content)
- Present content as an efficiency play that reduces dependency on paid channels
- Show specific examples where organic content reduced the cost-per-enrollment
Emerging Trends: What’s Coming Next
The next five years will bring significant shifts in higher ed content marketing. Here’s where smart institutions are already placing their bets:
1. Content experiences will replace static articles
Passive content consumption is giving way to interactive experiences. Virtual reality (VR) campus tours, interactive program explorers, and personalized content journeys are becoming differentiators.
These formats transform prospects from readers to participants, creating stronger emotional connections to your institution. The University of Leicester saw a 23% increase in enrollments after implementing an interactive student community platform.
2. AI-powered content personalization will scale
The future of personalization goes far beyond putting a student’s name in an email. Advanced institutions are beginning to deliver completely different content experiences based on prospect behavior and interests.
Imagine a prospective nursing student who’s visited your clinical simulation page twice receiving an automatic invitation to a virtual simulation demo, while a prospect interested in research opportunities receives faculty research highlights. This level of personalization is becoming possible at scale through AI.
3. Social search optimization will become essential
Perhaps the most disruptive trend is the shift in search behavior itself. About 40% of Gen Z users now turn to TikTok or Instagram instead of Google for information. This requires a fundamental rethinking of “searchable content.”
Social search optimization—ensuring your content is discoverable within social platforms—will become a critical skill. This means optimizing captions, hashtags, and even the spoken content in videos for discoverability.
4. Content will increasingly drive retention, not just recruitment
As enrollment pressures intensify, institutions are recognizing that retaining existing students is just as important as recruiting new ones. Content that supports the student journey post-enrollment is becoming a priority.
Saint Xavier University‘s award-winning Cougar Diaries blog demonstrates how student-authored content helps incoming students navigate challenges, which improves retention through a sense of belonging.
5. Value-driven content will outperform promotional content
As competition intensifies, the institutions that provide genuine value through their content will win. Western Governors University’s “Hey Teach!” blog exemplifies this approach. By hiring actual teachers as writers and focusing on solving real problems, they built an audience of over 1 million yearly visitors and saw a 340% year-over-year increase in organic search views.
The line between marketing content and educational resources is blurring, with institutions positioning valuable content as a “sample” of the education they provide.
Content Audit: How Does Your Institution Stack Up?
Use this quick assessment to evaluate your current content marketing efforts:
Content strategy audit checklist
Content purpose & planning
☐ We have documented personas for our target audiences
☐ Our content calendar aligns with the recruitment cycle
☐ We have content mapped to each stage of the student journey
☐ Content goals are tied to specific enrollment objectives
Content types & channels
☐ Our website content is optimized for SEO and conversion
☐ We have active, strategic social media presence
☐ We utilize video content effectively
☐ Email content is personalized based on prospect interests
Student involvement
☐ We have a formal process for student content creation
☐ Student voices are prominent in our marketing materials
☐ We measure and track the impact of student-created content
☐ Students receive training and guidelines for content creation
Measurement & optimization
☐ We track content performance beyond basic metrics
☐ We can connect content engagement to enrollment actions
☐ We regularly update content based on performance data
☐ We test different content approaches systematically
Institutional support
☐ Content marketing has executive support
☐ We have adequate resources for content creation
☐ There’s collaboration between marketing and enrollment
☐ Our content strategy is documented and shared
Score your results:
- 0-5 checks: Critical content gaps
- 6-10 checks: Building foundations
- 11-15 checks: Established program
- 16-20 checks: Leading practice
Implementation Timeline
Content marketing is a marathon, not a sprint. Here’s a realistic timeline for implementation and results:
Months 1-3: Foundation
- Audit existing content
- Develop a content strategy aligned with enrollment goals
- Establish a measurement framework
- Begin optimizing high-traffic program pages
Months 4-6: Production & optimization
- Launch or revamp the content hub
- Implement SEO improvements
- Start the student content program
- Begin content distribution strategy
Months 7-12: Growth & measurement
- Scale successful content types
- Implement personalization
- Connect content metrics to enrollment outcomes
- Begin testing new formats
When to expect results:
- SEO Improvements: 3-6 months
- Engagement Metrics: 1-3 months
- Lead Generation: 3-6 months
- Application Impact: 6-12 months
- Enrollment Outcomes: 12-18 months
Making Smart Investments
For every dollar you spend on content, where should it go? Our experience suggests this allocation for most institutions:
Budget allocation for maximum impact
- 30%: SEO-optimized website content
- 25%: Video content (both short and long-form)
- 20%: Student-generated content programs
- 15%: Content distribution and promotion
- 10%: Content personalization technology
Staffing considerations
Even small teams can implement effective content marketing with the right approach:
- Minimum Viable Team: 1 content strategist + student workers
- Growth Team: Add a dedicated SEO specialist and video producer
- Optimal Team: Add a data analyst and a personalization specialist
Can’t hire full-time? Consider:
- Training existing staff on content strategy
- Working with campus journalism programs
- Using freelancers for specialized content
- Partnering with an agency for strategy and execution
Content as a Strategic Response to Enrollment Challenges
As higher education navigates declining demographics and shifting student behavior, content marketing isn’t just a marketing tactic—it’s a strategic enrollment asset.
The institutions that will thrive in this challenging environment are those that view content as an investment rather than an expense. They’re creating authentic, valuable content experiences that meet prospective students where they are, answer their real questions, and build genuine connections.
By focusing on quality over quantity, authenticity over polish, and strategy over trends, your institution can develop a content approach that drives real enrollment outcomes.
The data, trends, and case studies all point to the same conclusion: in an era where traditional recruitment methods yield diminishing returns, strategic content has become one of the most powerful tools in your enrollment arsenal.
Quick Start Guide: Three Actions to Take This Week
Want to improve your content marketing immediately? Start with these three actions:
- Audit your five most-visited program pages for SEO and conversion optimization
- Interview 3 current students about what content they wish they’d had during their college search
- Track how prospects move through your content (implement basic analytics if you haven’t already)
Partner with Manaferra for Content That Drives Enrollment
At Manaferra, we help higher education institutions develop content strategies that deliver measurable enrollment results. Our team specializes in SEO, content marketing, and digital strategy specifically for colleges and universities.
Contact us for a free consultation to discuss how we can help your institution stand out in a crowded digital landscape and convert content engagement into enrollment outcomes.
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- Schedule a free 30-minute consultation to review your current program marketing approach
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