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About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Our purpose? Making sure that we speak to real people doing real work in social media.
Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs. With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.
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To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.
Apple Podcast Reviews:
The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!
@Arlie KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
What do students want to see when researching potential schools? It’s a question that all higher education marketers need to ask, and the answers aren’t always obvious. But good news! Our latest research, the 2024 Higher Education Marketing Report, reveals what the data says about student preferences and the strategies of current marketers in the space. We’re joined by Strategist at Convince & Convert and Co-Founder of Social Fresh, Jason Keath, who takes us through the top insights in the report.
Connect with Students with Video and UGC Content
What marketers plan to do with their content and what students want to see aren’t always on the same page.
In this episode, Jason Keath takes us through some of the top insights that our report covers, including plans of current marketers in the higher ed space and student preferences from marketing content. Jason reveals that some marketers are turning away from email and YouTube, but the data reveals that this could be a mistake and doesn’t align with the type of content we know students resonate with. We hear why video and UGC should be a priority for higher marketers and which platforms are most popular for that audience.
This episode is packed with practical advice for higher ed marketers looking to optimize their strategies and allocate resources more effectively. Jason discusses the delicate balance of using AI in content creation, emphasizing the need for a human touch to maintain authenticity and connection with students. Jason also addresses the gaps in content topics that students are eager to see, such as career benefits, financial aid information, and internship opportunities.
In This Episode:
- 2:30 – Some background on the report and who was surveyed
- 4:35 – The benefits of a 3rd party assessment for higher ed marketers
- 6:05 – Major themes revealed by the report and the biggest gaps in higher ed marketing
- 7:59 – Why marketers aren’t utilizing video content as much as they should
- 11:11 – What Gen Z wants to see from content
- 13:12 – The surprising potential of traditional marketing
- 16:48 – Should higher ed marketers use AI?
- 19:07 – Why you shouldn’t depend on AI for content creation
- 12:09 – What prospective students want to see
- 24:29 – Where students go for information
- 26:09 – How higher ed marketers are using students within content
- 28:33 – How schools can restructure their strategy to cover topics students want to see
- 31:48 – Where can people find the report
- 32:29 – Advice for marketers in higher ed
Quotes From This Episode:
”“[With Share on X you lose a little bit of the soul of what you’re producing. And I think that gets noticed. I think you lose the special sauce that makes the content really good.”” via=”no”]
“[Gen Z] are definitely looking for content from trusted sources. Influencers were the least trusted source of information, but content from fellow students is a very high performer in regards to what they want to see.”
“[Email] is a place where marketers are looking to under-invest in the future. They’re pulling back that budget and that focus on email. And I think that that could be a mistake based on these student preferences.”
Resources:
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