{"id":9716,"date":"2016-09-08T04:39:45","date_gmt":"2016-09-08T11:39:45","guid":{"rendered":"http:\/\/www.singlegrain.com\/?page_id=9716"},"modified":"2020-11-18T18:50:26","modified_gmt":"2020-11-19T02:50:26","slug":"content-marketing","status":"publish","type":"page","link":"https:\/\/www.singlegrain.com\/res\/marketing-guide-for-online-educational-companies\/content-marketing\/","title":{"rendered":"Content Marketing for Education Companies"},"content":{"rendered":"[sg_epic_intro]Think about the biggest companies in the education space today \u2013 companies like Khan Academy, TED, Coursera, and well-known universities.<\/p>\n<p>They all built massive audiences of people who come back over and over again. <a href=\"http:\/\/www.insidephilanthropy.com\/home\/2014\/6\/26\/the-funders-pouring-money-into-the-khan-academy.html\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"78\">Khan Academy has over 6,000 instructional videos<\/a> on their site. <a href=\"https:\/\/www.youtube.com\/user\/TEDtalksDirector\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"79\">TED has over 5 million subscribers<\/a> to date on YouTube. Coursera, Udacity, and edX now have over <a href=\"https:\/\/www.edsurge.com\/news\/2015-09-08-udacity-coursera-and-edx-now-claim-over-24-million-students\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"80\">24 million students taking courses<\/a> on their sites.<\/p>\n<p>How did they separate themselves from the pack and become more than just another education company with tutorial videos? They all had rock solid <a href=\"https:\/\/www.singlegrain.com\/content-marketing-strategy-2\/16-companies-dominating-the-world-with-content-marketing\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"81\">content marketing strategies<\/a>. I\u2019ll show you how to craft a content marketing strategy for your school so that you attract the right students.[\/sg_epic_intro]\n[sg_epic_section_gray title=&#8221;Case Study: TED&#8221;]Let\u2019s take <a href=\"http:\/\/ted.com\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"82\">TED<\/a>, for example. They built a YouTube channel with over 5 million subscribers and created a brand that many people are familiar with.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9597 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies1.png\" alt=\"Content Marketing for Education Companies\" width=\"975\" height=\"663\" \/><\/p>\n<p>You probably heard of TED first through one of their YouTube videos, many of which have gotten tens of millions of views.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9598 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies2.png\" alt=\"Content Marketing for Education Companies\" width=\"896\" height=\"722\" \/><\/p>\n<p>TED does so well because they\u2019re committed to creating &#8220;<strong><a href=\"https:\/\/www.ted.com\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"83\">ideas worth spreading<\/a><\/strong>.&#8221;<\/p>\n<p>There are lots of different reasons why people spread ideas. Jonah Berger, a professor at the Wharton School of Business, wrote in his book <a href=\"https:\/\/www.amazon.com\/Contagious-Things-Catch-Jonah-Berger\/dp\/1451686579\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"84\"><em>Contagious: Why Things Catch On<\/em><\/a> that there are a few key factors behind <a href=\"https:\/\/www.youtube.com\/watch?v=HfSs_hOAkzY\" data-lasso-id=\"85\">why people share content<\/a>.<\/p>\n<p>Some of these reasons are:<\/p>\n<ul>\n<li>People want to look smart.<\/li>\n<li>They identify with it (content about introverts or creative people are probably only read by those who identify with that label).<\/li>\n<li>It makes them feel strong emotions.<\/li>\n<li>They use content as a way to show their identity (i.e. they might want to show their friends that they\u2019re smart, funny, caring, etc.).<\/li>\n<li>They just find it extremely helpful, and think that others would benefit, too.<\/li>\n<li>People just love to hear a good story.<\/li>\n<\/ul>\n<p>TED understands that rich storytelling is what makes content go viral, so they&#8217;ve built their business almost entirely on that concept.<\/p>\n<p><a href=\"http:\/\/www.academicimpressions.com\/PDF\/AI-TheBubbleWeArentTalkingAbout-0613-Print.pdf\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"86\">74% of college presidents<\/a> say that schools can\u2019t take any more budget cuts without it affecting the quality of education that the students receive, so <a href=\"http:\/\/www.latimes.com\/local\/education\/la-me-out-of-state-20140818-story.html\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"87\">attracting more students<\/a> is one way of helping soften those blows. EdTech companies are <a href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;ved=0ahUKEwiGjMCpl9XOAhXIOo8KHaDhAVgQFggcMAA&amp;url=http%3A%2F%2Fwww.information-age.com%2Findustry%2Fstart-ups%2F123459613%2Fwhy-edtech-companies-are-failing&amp;usg=AFQjCNEl8zbUjb-7z9jPOcOIANuLPwWF-A&amp;bvm=bv.129759880,d.c2I\" data-lasso-id=\"88\">also facing difficulties<\/a>, though of a different nature.<\/p>\n<p>If you run a university, it\u2019s critical that you understand just how important good storytelling and content marketing is.[\/sg_epic_section_gray]\n[sg_epic_section title=&#8221;The Problem with Marketing in Education&#8221;]Most universities are living in the past when it comes to their marketing efforts.<\/p>\n<p>According to <a href=\"http:\/\/marketingland.com\/campus-chronicle-cracking-content-marketing-higher-education-140221\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"89\">Marketing Land<\/a>, universities are still only focusing on handing out brochures, flyers, and white papers that talk about how great their school is. This isn\u2019t a bad thing \u2014 in fact, schools that use old-fashioned <a href=\"http:\/\/www.intelligentdatagroup.co.uk\/direct-mail-still-an-effective-direct-marketing-strategy-in-2016\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"90\">direct mail marketing<\/a> should keep doing it if it works.<\/p>\n<p>But the places (hint: not always physical locations) where students spend their time and put their attention has changed.<\/p>\n<p><a href=\"http:\/\/expandedramblings.com\/index.php\/snapchat-statistics\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"91\">Over 30% of millennials<\/a> use Snapchat regularly, and <a href=\"http:\/\/expandedramblings.com\/index.php\/important-instagram-stats\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"92\">over 27% of the entire U.S. population<\/a> uses Instagram. <a href=\"http:\/\/www.adweek.com\/socialtimes\/millennials-gen-x-baby-boomers-social-media\/499110\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"93\">Facebook and Twitter<\/a> continue to be very popular with millennials.<\/p>\n<p style=\"text-align: center;\"><em><strong>The way students take in information, what they resonate with, and where they go to find information has shifted \u2014 and yet <a href=\"http:\/\/www.adnews.com.au\/news\/big-picture-how-university-marketing-is-undergoing-a-revolution\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"94\">schools haven\u2019t adapted<\/a>.<\/strong><\/em><\/p>\n<p>Good marketing isn\u2019t just about getting on Instagram, Facebook or Twitter and posting consistently. It\u2019s about getting into the heads of your target audience and delivering your message in a way that hits them emotionally. This is where schools fall short.[\/sg_epic_section]\n[sg_epic_wide]\n[sg_epic_col cols=&#8221;12&#8243;]\n<p>For example, check out the copy on these websites (click to enlarge):<\/p>\n[\/sg_epic_col]\n[sg_epic_col cols=&#8221;4&#8243;]<img loading=\"lazy\" decoding=\"async\" class=\"clickable aligncenter wp-image-9717 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/09\/case_edu_homepage.jpg\" width=\"975\" height=\"560\" \/>[\/sg_epic_col][sg_epic_col cols=&#8221;4&#8243;]<img loading=\"lazy\" decoding=\"async\" class=\"clickable aligncenter wp-image-9718 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/09\/penn_edu_homepage.jpg\" width=\"975\" height=\"560\" \/>[\/sg_epic_col][sg_epic_col cols=&#8221;4&#8243;]<img loading=\"lazy\" decoding=\"async\" class=\"clickable aligncenter wp-image-9719 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/09\/ohio_edu_homepage.jpg\" width=\"975\" height=\"560\" \/>[\/sg_epic_col]\n[sg_epic_col cols=&#8221;12&#8243;]\n<p class=\"caption\">Source: <a href=\"http:\/\/marketingland.com\/campus-chronicle-cracking-content-marketing-higher-education-140221\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"95\">Marketing Land<\/a><\/p>\n[\/sg_epic_col][\/sg_epic_wide]\n[sg_epic_section compact=&#8221;true&#8221;]What do you feel when you look at these sites? What emotional experience are you going through as you read the copy? Do you feel drawn to any one of them?<\/p>\n<p>These pages don\u2019t evoke very strong emotions. When students read them, they won\u2019t feel pulled towards any one particular school.<\/p>\n<p><a href=\"http:\/\/growthlab.com\/copywriting-why-does-everyone-sound-the-same\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"96\">Companies start sounding the same<\/a> when they look to one another for guidance and copy each other instead of focus on what their target market wants. Once you start sounding like everyone else, you stop connecting with your audience on a emotional level or give them any special reason to choose you.<\/p>\n<p>And since <a href=\"http:\/\/insightdemand.com\/neuroscience-proves-we-buy-on-emotion-justify-with-logic-why-deals-get-stuck-in-no-decision\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"97\">people make buying decisions emotionally,<\/a> sounding the same as your competitors means you\u2019re leaving money on the table.<\/p>\n<p>For example, when <a href=\"http:\/\/www.usnews.com\/education\/best-graduate-schools\/articles\/2012\/03\/13\/graduate-students-explain-why-they-picked-their-schools\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"98\">U.S. News<\/a> asked graduate students why they chose the schools they did, here\u2019s what one student wrote:<\/p>\n<blockquote><p>I was welcomed into the UDM Law family from the moment I walked in the door. The close-knit community of students, faculty, and administrators provides a learning environment I found unparalleled in support and encouragement.<\/p>\n<p>Add to that UDM\u2019s commitment to making its graduates \u201cpractice ready\u201d through its clinics, law firm program courses, and writing across the curriculum, and I was sold.\u201d<\/p><\/blockquote>\n<p>Other students said they chose their school because they loved the people, the school traditions, and how beautiful the campus looked. More logical factors like school rank and quality of research are still important, but they\u2019re almost an afterthought.<\/p>\n<p>Students noticed the intangible elements first, and those are the factors that influenced their decision the most.<\/p>\n<p>How many university websites actually showcase these intangible factors that play such a big role in students\u2019 decisions to enroll?<\/p>\n<p><a href=\"https:\/\/buildingmarketingstrategies.wordpress.com\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"99\">Here\u2019s what Rick Hardy has to say<\/a> about marketing in the higher education space:<\/p>\n<blockquote><p>A key component of our marketing strategy is storytelling. Academic content isn\u2019t enough. Marketing higher education isn\u2019t about selling widgets. A higher education brand lives in the head and the heart, and decisions about where to go to school are made there, so our content has to touch both.<\/p><\/blockquote>\n<p>Good content marketing is about illustrating how your school is different from all others, and telling your story to potential students in a way that delivers results.<\/p>\n<p>Let\u2019s go through some examples of schools that do this really well.[\/sg_epic_section]\n[sg_epic_section_gray title=&#8221;Educational Companies that Are Doing Content Marketing Right&#8221;]\n<h3>Stanford<\/h3>\n<p>Stanford does a great job of showing a different side of their school on their site. For example, on the <a href=\"http:\/\/stanfordbusiness.tumblr.com\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"100\">Stanford Graduate School of Business Tumblr blog<\/a>, they post inspirational quotes and images, they feature stories from alumni, and they mix business content within it.<\/p>\n<p>You\u2019ll find unique and motivational content such as the image below on their blog:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9602 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies6.png\" alt=\"Content Marketing for Education Companies\" width=\"707\" height=\"657\" \/><\/p>\n<p>You\u2019ll also find business content that appeals to the type of people who would apply to Stanford, <a href=\"http:\/\/stanfordbusiness.tumblr.com\/post\/145981615554\/10-strategies-to-motivate-employees-and-keep-them\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"101\">like this post<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9603 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies7.png\" alt=\"Content Marketing for Education Companies\" width=\"587\" height=\"474\" \/><\/p>\n<p>By featuring alumni stories, posting inspirational content that also shows their point of view on different topics, and mixing in useful business content, they\u2019ve built their own \u201cvoice.\u201d<\/p>\n<p><a href=\"http:\/\/marketingland.com\/campus-chronicle-cracking-content-marketing-higher-education-140221\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"102\">According to Marketing Land<\/a>, you should make a list of all the qualities your school has, choose the ones that other schools don\u2019t have, and emphasize that particular quality in your content.<\/p>\n<h3>Concordia University Irvine<\/h3>\n<p>In a physics class I took in college, our professor said something that I remembered even years later. On the first day of class, he said, \u201cI\u2019m here because I enjoy teaching. I think most of your professors do, too, but they just don\u2019t tell you. I thought I should tell you.\u201d<\/p>\n<p>Even though it was something he said almost in passing, it immediately set him apart from all the other professors in our eyes. One of the best ways to connect emotionally with your audience through your content is by <a href=\"https:\/\/www.ted.com\/talks\/simon_sinek_how_great_leaders_inspire_action?language=en\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"103\">telling them <\/a><a href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=3&amp;ved=0ahUKEwjRhenju9XOAhVErY8KHZXaBSEQtwIILzAC&amp;url=https%3A%2F%2Fwww.ted.com%2Ftalks%2Fsimon_sinek_how_great_leaders_inspire_action%3Flanguage%3Den&amp;usg=AFQjCNGEe37oScg4b-hiwMwz1hkYdU8srQ\" data-lasso-id=\"104\"><em>why <\/em><\/a><a href=\"https:\/\/www.google.com\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=3&amp;ved=0ahUKEwjRhenju9XOAhVErY8KHZXaBSEQtwIILzAC&amp;url=https%3A%2F%2Fwww.ted.com%2Ftalks%2Fsimon_sinek_how_great_leaders_inspire_action%3Flanguage%3Den&amp;usg=AFQjCNGEe37oScg4b-hiwMwz1hkYdU8srQ\" data-lasso-id=\"105\">you do what you do<\/a>.<\/p>\n<p>For example, Concordia University produced <a href=\"https:\/\/www.youtube.com\/watch?v=07kp540hkMA\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"106\">this video<\/a> that featured one of their teachers, Greg McFall. McFall was <a href=\"http:\/\/www.cde.ca.gov\/ta\/sr\/ct\/honoreesall.asp\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"107\">teacher of the year in 2008 in California<\/a>, and an alumnus of Concordia University Irvine.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9604 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies8.png\" alt=\"Content Marketing for Education Companies\" width=\"847\" height=\"575\" \/><\/p>\n<p><a href=\"https:\/\/buildingmarketingstrategies.wordpress.com\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"108\">According to Rick Hardy<\/a>, the video talks about how McFall transforms the lives of his students, how he teaches them, and what he believes in. The video was meant to inspire other teachers as well as students.<\/p>\n<p>Successful alumni often represent some parts of their university\u2019s culture. The intangible elements of their experience likely played a role in molding them into the person they are today, which makes for great content.<\/p>\n<h3>Khan Academy<\/h3>\n<p>Khan Academy\u2019s success is a model that all education companies should study.<\/p>\n<p>There\u2019s a reason why they\u2019re one of the most successful modern day EdTech companies. In fact, they\u2019ve got more than <a href=\"https:\/\/khanacademy.zendesk.com\/hc\/en-us\/articles\/202483630-Press-room\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"109\">one million teachers <\/a>registered on their platform and students complete over 4 million tutorials per day in subjects like math, economics, and computer science.<\/p>\n<p>Khan Academy provides students with the resources to construct their own learning environment, so that it adapts to the individual rather than taking a \u201cone size fits all\u201d approach.<\/p>\n<p><a href=\"http:\/\/www.switchvideo.com\/2015\/06\/01\/what-marketers-can-learn-from-khan-academys-video-strategy\/\" data-lasso-id=\"110\">Video marketing<\/a> is primarily what helped drive growth for the Khan Academy. They\u2019ve uploaded a series of YouTube tutorials about the various subjects that they cover to reach a wider audience \u2014 and many have received millions of views like <a href=\"https:\/\/www.youtube.com\/watch?v=ihNZlp7iUHE\" data-lasso-id=\"111\">this one<\/a> about vectors and scalars:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9696 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Khan-Academy.png\" alt=\"Khan Academy\" width=\"854\" height=\"658\" \/><\/p>\n<p>Because Khan Academy specializes in creating short, easily digestible tutorials on different subjects, viewers can quickly grasp the subject at hand without depleting a lot of cognitive energy or sifting through tons of information. &#8220;Easily digestible&#8221; is an important factor in making your content spread like wildfire. B2B companies know the benefits of video marketing: <a href=\"http:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics#sm.00001r7hm2mnoecwuqoef8tg2pbta\" data-lasso-id=\"112\">73% of business-to-business companies<\/a> report that video marketing results in significant ROI for them.<\/p>\n<p>Bank of America used video marketing to improve their brand image because they understood that video is a great way to cement information one&#8217;s mind. <a href=\"http:\/\/www.jeffbullas.com\/2016\/07\/19\/8-salivating-tips-video-marketing-facebook\/\" data-lasso-id=\"113\">People only remember about 10% of what they hear three days later<\/a>, but that number goes up to 65% if the information is paired with video.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9670 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Screen-Shot-2016-09-03-at-5.47.58-AM.png\" alt=\"Screen Shot 2016-09-03 at 5.47.58 AM\" width=\"864\" height=\"668\" \/><\/p>\n<p class=\"caption\">A<a href=\"https:\/\/www.youtube.com\/watch?v=hPkh8kOldU4\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"114\"> Khan Academy lesson<\/a> on Keynsian Economics<\/p>\n<p>There are other ways to include video marketing within your overall marketing strategy as well \u2014 video can be used at every step in the <a href=\"http:\/\/www.pardot.com\/buyer-journey\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"115\">buyer\u2019s journey<\/a>. For example, you might use tutorial videos to help teachers or students, and then leverage them to get to the real decision makers.<\/p>\n<h3>University of Michigan<\/h3>\n<p>Like Stanford, University of Michigan\u2019s Engineering department <a href=\"http:\/\/umoracle.tumblr.com\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"116\">also runs their own Tumblr blog.<\/a><\/p>\n<p>But instead of posting generic content, they post exciting interviews, like the contributions that Michigan Engineering alumni made to <a href=\"http:\/\/umoracle.tumblr.com\/post\/147244534086\/the-reigning-champs-prepare-to-defend-their-title\" data-lasso-id=\"117\">help the U.S. win the sailing cup<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9607 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies11.png\" alt=\"Content Marketing for Education Companies\" width=\"825\" height=\"571\" \/><\/p>\n<p>The best way to market any product is by showing how successful your customers are after using it. Similarly, showing off cool things that alumni are doing (that prospective students would also find interesting) is a great way to tell your university\u2019s story in a way that captures prospective students&#8217; attention, inspires them, and makes them want to apply.<\/p>\n<h3>Coursera<\/h3>\n<p><a href=\"http:\/\/coursera.com\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"118\">Coursera<\/a> is an online school where anyone can enroll in classes to learn topics ranging from coding to marketing to accounting.<\/p>\n<p>They also maintain a Tumblr blog where they put a more personal voice behind their brand. For example, in one of their posts, they document the transformation of one of their students who felt \u201ctrapped\u201d in her career path and used Coursera to build the confidence to pursue what she really want.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9608 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/08\/Content-Marketing-for-Education-Companies12.png\" alt=\"Content Marketing for Education Companies\" width=\"975\" height=\"688\" \/><\/p>\n<p class=\"caption\">Source: <a href=\"http:\/\/coursera.tumblr.com\/post\/148063221412\/learner-story-building-the-confidence-to-switch\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"119\">Coursera Blog<\/a><\/p>\n<p>Coursera also includes other stories on their blog that describe how they were able to change lives. One Tanzanian farmer <a href=\"http:\/\/coursera.tumblr.com\/post\/146953926417\/learner-story-bringing-sustainable-farming-to-a\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"120\">was able to use material from a Coursera course<\/a> to bring sustainable farming to his village.<br \/>\n[\/sg_epic_section_gray]\n[sg_epic_section_green title=&#8221;Conclusion&#8221;]There are a variety of ways to approach content marketing. You could film videos tutorials or interviews with students, teachers or alumni who are making a difference, you could write blog posts, post images, or mix them all together. What matters is whether you\u2019re able to uncover what\u2019s unique about your business and communicate it in a way that\u2019s exciting to the students you\u2019re trying to reach.<\/p>\n<p>If you do that, you\u2019ll instantly separate yourself from the (boring) competition.[\/sg_epic_section_green]\n<script type=\"text\/javascript\">\n\t\t\tjQuery(document).ready(function($) {\n\t\t\t\t$.getScript(\"https:\/\/platform.twitter.com\/widgets.js\");\n\t\t\t});\n\t\t\t<\/script><script type=\"text\/javascript\">\n\tjQuery(document).ready(function($) {\n\t\tconsole.log(\"Infogram\");\n\t\t!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");\n\t});\n\t<\/script>","protected":false},"excerpt":{"rendered":"<p>[sg_epic_intro]Think about the biggest companies in the education space today \u2013 companies like Khan Academy, TED, Coursera, and well-known universities. They all built massive audiences of people who come back&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9736,"parent":9714,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-resource-template.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-9716","page","type-page","status-publish","has-post-thumbnail"],"acf":{"show_marketing_widgets":true,"show_phone_call_popup":false,"drip_tag":"","video_category":false,"post_top_welcome_enabled":false,"body_class":"","header_class":"","suptitle":"","sg_subheading":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.5 (Yoast SEO v25.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Marketing for Education Companies - Single Grain<\/title>\n<meta name=\"description\" content=\"How did education companies like Khan Academy, TED and Coursera achieve such online success? 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