1. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 1
Go Evergreen! Higher Ed Content
That Stands The Test Of Time

2. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 2
1) What makes content Evergreen?
2) Topics For Evergreen Content Development
3) Targeting Student Personas
4) Providing Actionable Advice: “How To” & “Top 10”
5) Examples of “How To” & “Top 10”
6) Supporting students versus program promotion
7) Examples of supportive evergreen content
8) Subtle branding, higher impact
9) Evergreen branding example
Overview
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

3. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 3
1. Substantial Evergreen Content Should Be:
Evergreen
Content
Timeless
Consistently
Actionable
Enduringly
Informative
Perpetually
Relevant
Endlessly
Search-worthy
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

4. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 4
2. Topics For Evergreen Content Development
 Finding funds for school
 Coping with exam stress
 Starting the year off right
 Connecting with college resources
 Selecting the right program
 Succeeding at group work
 Improving communication skills
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

5. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 5
3. Targeting Student Personas
 Understand your target audiences
 Isolate concerns
 Identify motivations
 Anticipate interests
 Shape Evergreen content around
 these insights
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

6. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 6
4. Providing Actionable Advice: “How To” & “Top 10”
 Short lists are easy to scan and absorb
 Quick tips and guidance supports lead generation
and helps current students
 Easy to update periodically
 Can be in the form of videos, blogs, articles
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

7. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 7
5. Examples of “How To” and “Top 10”
University of Alberta: Social Media Sharing
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

8. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 8
Evergreen examples
John Cabot University: Blog Content
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

9. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 9
Evergreen examples
Everest College: Website Content
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

10. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 10
6. Supporting Students Versus Promoting Programs
 Higher ed evergreen focuses on student needs & success,
rather than overtly promoting programs
 Makes an emotional connection by providing pertinent
information with a broad appeal & lasting relevance –
helping serve current students and generate new leads
 May include FAQs, Testimonials, Industry Resources, Career
Guidance, Tutorials
So urce: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

11. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 11
7. Examples of supportive Evergreen content
Academy of Applied Pharmaceutical Sciences: Publishing Student Testimonials
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

12. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 12
8. Subtle Branding Makes Higher Impact
 Evergreen content is highly student-centered, so
subtle branding is best
 Consistent visual branding helps schools “show, not
tell” about their commitment to students
 Using strategically placed logos and coordinated
colours aligns evergreen content with its source: a
trustworthy, supportive college
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

13. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 13
9. Evergreen Branding Example:
Niagara College: FAQ
Source: Higher Education Marketing – Higher Education Evergreen Marketing: The Gift That Keeps On Giving

14. Go Evergreen! Higher Ed Content That Stands
The Test Of Time
Slide 14
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