Do you know the #1 concern of the prospective students applying to your school? What criteria are they using to narrow down their school list? Why are they choosing your school over your competitor? What information are they looking for when they come to your website? How do they find out about your school in the first place? What resources are they using to look for information? Who else influences their decision?
Answering these questions is the key to creating effective content to attract the qualified applicants you want to your school. The business world uses a marketing intelligence tool called “buyer personas” to answer these questions about buyers, but this method is rarely taken advantage of by admissions teams in the higher education space.