The document discusses how higher education institutions can use digital content offers to attract, convert, and delight prospective students through each stage of the enrollment funnel. It provides examples of different types of content offers like eBooks, webinars, guides, and videos that can be utilized at the top, middle, and bottom of the funnel to generate inquiries, applications, and enrolled students. Tips are also given on testing content offers and setting goals to improve digital marketing and recruitment efforts.
8. THE SHORT LIST
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• Calculators
• Checklists
• Contests and Games
• Courses / Video Tutorials
• Ebooks
• How-To’s
• Interactive Infographics
• Quizzes
• Resource Kits
• SlideShare Presentations
• Templates
• Webinars
• Whitepapers
• Worksheets
• Viewbooks
9. Inbound Funnel
Attract | TOP OF FUNNEL(TOFU)
Users in the Attract phase are just getting to know your brand. Content offersshould be used to bring more qualified
prospectsto your website and collect enoughinformation to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
1
Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook
or submitted an RFI, but you’ll need to continue the engagement to turnthat prospect into an applicant. Content offers
will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
2
Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They may be a student, but
recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going
communication and content offersthat address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
3
RE-AUTOMATE
38. Inbound Funnel
Attract | TOP OF FUNNEL(TOFU)
Users in the Attract phase are just getting to know your brand. Content offersshould be used to bring more qualified
prospectsto your website and collect enoughinformation to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
1
Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook
or submitted an RFI, but you’ll need to continue the engagement to turnthat prospect into an applicant. Content offers
will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
2
Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They’re a student, but
recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going
communication and content offersthat address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
3
RE-AUTOMATE