Latest / Higher Ed Marketing Insider / Higher Ed Marketing - AI, SEO, and Smart Strategies

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Higher Ed Marketing - AI, SEO, and Smart Strategies · Higher Ed Marketing Insider

• 0:00
  Jack: Hey there, you sent over a whole bunch of articles about how So, AI is changing higher education marketing, and it looks like things are getting pretty wild.
• 0:08
  Jill: Wild is right.
• 0:08
  Jack: It's not just websites and brochures anymore, right?
• 0:12
  Jack: AI powered search is changing how students find and interact with schools, even before they get to a website.
• 0:18
  Jack: You got it.
• 0:19
  Jack: In fact, one of the articles Mastering SEO and GEO and education marketing pointed out that almost two thirds of Google searches don't even end with a click.
• 0:29
  Jack: Wow.
• 0:30
  Jack: That's a huge problem for colleges, isn't it?
• 0:33
  Jack: They're spending all this time and money building these amazing websites.
• 0:36
  Jill: Yeah.
• 0:37
  Jack: But what if students never even see them?
• 0:38
  Jill: It's a big change, and it's forcing schools to really think beyond traditional SEO.
• 0:45
  Jill: The article you mentioned, Mastering SEO and GEO in Education Marketing, actually explains this new world really well.
• 0:51
  Jill: It talks about SEO, which we all know.
• 0:53
  Jack: Search engine optimization.
• 0:54
  Jill: Right.
• 0:54
  Jill: And then G E O Generative engine optimization.
• 0:56
  Jill: So
• 0:57
  Jack: SEO is like what we're used to, right?
• 0:59
  Jack: Yeah.
• 0:59
  Jack: Keywords, backlinks, making sure your website is easy for Google to understand.
• 1:04
  Jill: Exactly.
• 1:05
  Jack: But GEO.
• 1:06
  Jack: That sounds pretty different.
• 1:07
  Jill: Yeah.
• 1:08
  Jill: G E O is all about optimizing for AI powered search.
• 1:12
  Jack: Like what?
• 1:12
  Jill: Like Google's Gemini.
• 1:14
  Jill: Oh, okay.
• 1:14
  Jill: Chat GPT, all those voice assistants we use every day.
• 1:18
  Jack: So those AIs are actually giving students the answers directly, without them ever having to click a link.
• 1:23
  Jill: Yep.
• 1:24
  Jack: So a student could ask their phone, does ATC Toronto offer an auto detailing program?
• 1:28
  Jack: Right.
• 1:29
  Jack: And boom, the answer just pops up on their screen.
• 1:31
  Jack: Exactly.
• 1:32
  Jack: From AI, not from some website.
• 1:33
  Jill: Right.
• 1:35
  Jack: The mastering SEO and GEO in Education Marketing article called this zero click search.
• 1:41
  Jill: Yep.
• 1:41
  Jill: That's it.
• 1:42
  Jack: I can see why colleges need to pay attention to this.
• 1:44
  Jill: They do.
• 1:45
  Jill: This is where it gets really interesting for colleges.
• 1:47
  Jill: Yeah.
• 1:47
  Jill: It means they can't just create content that has all the right info.
• 1:51
  Jack: Right.
• 1:51
  Jill: It has to be structured in a way that AI can understand it.
• 1:54
  Jack: And then give it to the students as like the best answer.
• 1:56
  Jill: Exactly.
• 1:57
  Jill: The article called it answer focused content.
• 2:00
  Jack: So, it's not enough to just have a page on your website about, like, your auto detailing program.
• 2:05
  Jack: Yep.
• 2:06
  Jack: You need to know exactly what questions a student might ask.
• 2:08
  Jill: Yeah.
• 2:09
  Jack: And structure the content so it answers them directly.
• 2:11
  Jill: You got it.
• 2:12
  Jack: Huh.
• 2:12
  Jill: Interesting.
• 2:13
  Jill: It
• 2:13
  Jack: is.
• 2:14
  Jack: Think FAQ sections.
• 2:15
  Jill: Oh.
• 2:16
  Jill: Okay.
• 2:16
  Jack: But they're specially built with something called schema markup.
• 2:20
  Jill: Schema markup.
• 2:21
  Jack: Yeah.
• 2:21
  Jack: It's kind of technical, but it's basically code that helps AI understand the content.
• 2:28
  Jill: So it makes it more likely to show up when a student asks a question.
• 2:31
  Jack: Exactly.
• 2:31
  Jack: Schema
• 2:32
  Jill: markup.
• 2:32
  Jill: Like a secret weapon for the AI age.
• 2:34
  Jack: That's one way to put it.
• 2:35
  Jill: So colleges need to learn to speak AI's language.
• 2:39
  Jack: I guess you could say that.
• 2:41
  Jill: It's not just what's happening on Google, is it?
• 2:43
  Jack: No, it's not.
• 2:44
  Jill: There was another article, AI in higher education.
• 2:47
  Jill: Insights from Paula French on the Filling Seats podcast.
• 2:50
  Jill: Okay.
• 2:51
  Jill: And it talked about social search.
• 2:54
  Jill: Oh, right.
• 2:55
  Jill: So Gen Z and millennials aren't just using Google to find info.
• 2:59
  Jill: They're using stuff like TikTok and Instagram.
• 3:01
  Jill: Yeah,
• 3:02
  Jack: they want to see videos.
• 3:03
  Jack: In stories, and real experiences.
• 3:05
  Jill: Uh, something that they can connect with.
• 3:07
  Jack: Like, forget the fancy brochures.
• 3:09
  Jack: Show me what it's really like to be a student there.
• 3:12
  Jill: Exactly! That
• 3:13
  Jack: means colleges need to be thinking differently about their social media, doesn't it?
• 3:16
  Jill: It does.
• 3:17
  Jill: It's
• 3:17
  Jack: not just posting announcements.
• 3:19
  Jill: Right.
• 3:19
  Jack: It's creating stuff that's really engaging.
• 3:21
  Jack: And
• 3:23
  Jill: it has to be made for the platforms where these students are.
• 3:27
  Jack: So we've got AI search and social search.
• 3:30
  Jill: Yeah.
• 3:30
  Jack: And mastering SEO and GEO in education marketing.
• 3:34
  Jack: Said voice search was over 27 percent of all searches.
• 3:37
  Jill: Huge.
• 3:38
  Jill: And it's only going to get bigger.
• 3:39
  Jack: Especially among younger people.
• 3:41
  Jack: So we're talking about a totally different way that students find information.
• 3:45
  Jill: A huge change.
• 3:46
  Jack: It can feel overwhelming, can't it?
• 3:47
  Jack: All these changes.
• 3:48
  Jill: It can, but good marketing still boils down to something really simple.
• 3:52
  Jack: What's that?
• 3:53
  Jill: Connecting with your audience on a human level.
• 3:55
  Jack: Even with all this AI stuff going on.
• 3:57
  Jill: Especially with all the AI stuff going on.
• 3:59
  Jack: That's a good point.
• 4:00
  Jill: Smarter community college marketing strategies really drove this point home.
• 4:05
  Jack: Okay, you need to know your audience.
• 4:07
  Jack: Okay.
• 4:08
  Jack: Like, really know them.
• 4:09
  Jill: What do you mean?
• 4:10
  Jack: What are they hoping for?
• 4:11
  Jack: Okay.
• 4:11
  Jack: What are they worried about?
• 4:12
  Jack: What are their dreams?
• 4:14
  Jack: Got it.
• 4:14
  Jack: And then you got to make a message that really speaks to them.
• 4:17
  Jill: On an emotional level.
• 4:18
  Jack: Exactly.
• 4:19
  Jill: So even with AI, it's still about telling a good story and understanding your audience.
• 4:24
  Jack: It always is.
• 4:25
  Jill: That's kind of reassuring, actually.
• 4:27
  Jack: It is.
• 4:27
  Jill: Smarter Community College marketing strategies made another good point.
• 4:31
  Jill: What was that?
• 4:32
  Jill: They said, boring, generic ads are basically just wasting money.
• 4:37
  Jack: Yeah, they don't work.
• 4:39
  Jill: So how do you create stuff that actually grabs people's attention?
• 4:43
  Jack: That's the million dollar question.
• 4:44
  Jill: With all this going on, all this AI and everything.
• 4:46
  Jack: It's where creativity and strategy come in.
• 4:49
  Jack: Okay.
• 4:49
  Jack: But also using tools like automated scripts.
• 4:52
  Jill: Like what, how to transform Google Ads performance with automated scripts was talking about.
• 4:57
  Jack: Exactly.
• 4:58
  Jill: Let's talk more about those scripts.
• 4:59
  Jack: Okay.
• 4:59
  Jack: How can they
• 5:00
  Jill: actually help colleges save time and money?
• 5:03
  Jill: Well, imagine being able to adjust your ad bids as things change.
• 5:08
  Jack: Okay.
• 5:08
  Jack: Or
• 5:08
  Jill: pausing campaigns that aren't working.
• 5:10
  Jack: Automatically.
• 5:11
  Jill: Automatically, yeah.
• 5:12
  Jill: So
• 5:12
  Jack: AI isn't replacing marketers.
• 5:14
  Jack: Yeah.
• 5:14
  Jack: It's like giving them superpowers.
• 5:16
  Jill: That's a good way to put it.
• 5:17
  Jack: So are you starting to see how much AI is changing things?
• 5:22
  Jill: I am.
• 5:22
  Jack: How it's changing the way colleges reach potential students.
• 5:26
  Jack: What really stands out to you from all of this?
• 5:29
  Jill: I think it's how fast everything is changing.
• 5:31
  Jack: Yeah.
• 5:32
  Jill: Search, social media, AI.
• 5:34
  Jill: It's all happening so quickly.
• 5:36
  Jack: It's exciting, but it's a little scary too.
• 5:39
  Jill: It is.
• 5:39
  Jack: But mastering SEO and GEO and education marketing made a good point.
• 5:44
  Jill: What was that?
• 5:45
  Jack: The colleges that are going to succeed are the ones that are willing to try new things.
• 5:48
  Jill: And adapt.
• 5:49
  Jack: Exactly.
• 5:50
  Jack: If
• 5:50
  Jill: you're stuck in the old ways, you're going to get left behind.
• 5:52
  Jack: So be bold and see what AI can do.
• 5:55
  Jill: That's the way to do it.
• 5:56
  Jack: Okay, we've covered a lot already.
• 5:57
  Jill: We have.
• 5:58
  Jack: Zero click search, answer focused content, social media, automated scripts.
• 6:03
  Jack: It's a lot.
• 6:03
  Jack: And we're just getting started with this whole AI revolution in higher education marketing.
• 6:08
  Jack: We
• 6:08
  Jill: are.
• 6:09
  Jill: There's so much more to talk about.
• 6:10
  Jack: There is.
• 6:11
  Jack: Like how AI can change the whole student experience.
• 6:14
  Jack: Oh,
• 6:14
  Jill: yeah.
• 6:14
  Jack: Customized learning.
• 6:16
  Jack: AI tutors, instant feedback,
• 6:18
  Jill: incredible stuff,
• 6:19
  Jack: like something out of a movie,
• 6:20
  Jill: it is.
• 6:21
  Jill: And
• 6:21
  Jack: that's exactly what we're talking about next.
• 6:23
  Jill: Can't wait.
• 6:24
  Jack: So stick with us as we keep exploring the future of higher education marketing in the age of AI.
• 6:29
  Jill: I'm ready.
• 6:30
  Jill: You know, we were just talking about how colleges need to Stand out, right?
• 6:35
  Jill: Yeah.
• 6:35
  Jill: Get people's attention with everything going on online.
• 6:38
  Jill: Right, right.
• 6:38
  Jill: Mastering SEO and GEO and education marketing talked about must click content.
• 6:44
  Jack: Must click content.
• 6:45
  Jack: What is that?
• 6:46
  Jill: It's.
• 6:47
  Jill: Giving students something that AI can't.
• 6:50
  Jack: Okay.
• 6:51
  Jill: Like a deeper look at something or more interactive experience.
• 6:55
  Jill: Oh.
• 6:55
  Jill: A way to see what makes the school unique.
• 6:57
  Jack: I see.
• 6:58
  Jill: Like think about interactive tools or those virtual tours.
• 7:01
  Jill: Oh yeah.
• 7:01
  Jill: Where you feel like you're actually walking around campus.
• 7:04
  Jill: Yeah.
• 7:04
  Jill: Or those quizzes that help you figure out what you're interested in.
• 7:08
  Jack: So you're not trying to beat AI at its own game.
• 7:12
  Jill: Right.
• 7:13
  Jack: Giving those quick answers.
• 7:14
  Jill: No, it's more about giving something richer.
• 7:16
  Jack: Okay.
• 7:17
  Jill: Something that makes them want to learn more.
• 7:19
  Jack: Makes them curious.
• 7:19
  Jack: Exactly.
• 7:20
  Jill: Right.
• 7:21
  Jill: AI can give you info.
• 7:23
  Jack: Yeah.
• 7:23
  Jill: But it can't replace that feeling you get when you really connect with something.
• 7:28
  Jack: On a personal level.
• 7:29
  Jill: Yeah.
• 7:29
  Jack: I guess that brings us back to the importance of human connection.
• 7:32
  Jill: It does.
• 7:33
  Jack: Which seems even more important now with all this AI.
• 7:36
  Jill: Absolutely.
• 7:37
  Jack: AI can do a lot to personalize the student experience.
• 7:41
  Jill: It can.
• 7:41
  Jack: But it's still people who make them feel like they belong.
• 7:45
  Jill: Right.
• 7:45
  Jill: Like a friendly admissions counselor.
• 7:47
  Jack: Or a professor who's really excited about their subject.
• 7:49
  Jill: Yeah.
• 7:49
  Jill: Someone who really sees them for who they are.
• 7:52
  Jack: So it sounds like we're talking about a mix.
• 7:53
  Jill: The hybrid approach.
• 7:54
  Jack: Yeah.
• 7:55
  Jack: Use AI to make things easier.
• 7:57
  Jack: Get info.
• 7:58
  Jack: Personalize things.
• 7:59
  Jack: Uh huh.
• 8:00
  Jack: But still have real people there to help the students along the way.
• 8:02
  Jill: Exactly.
• 8:03
  Jill: It's about using the best of both worlds.
• 8:05
  Jill: So,
• 8:07
  Jack: AI can recommend programs or analyze data or tailor content.
• 8:12
  Jill: Okay.
• 8:12
  Jack: But people build those relationships and that trust.
• 8:15
  Jill: Makes sense.
• 8:16
  Jill: And AI and higher education was talking about AI actually transforming learning itself.
• 8:21
  Jack: It was.
• 8:22
  Jill: I mean, the possibilities are crazy here.
• 8:23
  Jill: They
• 8:23
  Jack: are.
• 8:24
  Jill: AI tutors, personalized learning platforms, feedback right away.
• 8:28
  Jack: It's mind blowing.
• 8:29
  Jill: But what about people's concerns about AI?
• 8:31
  Jack: Like what?
• 8:32
  Jill: Like, will it take away people's jobs?
• 8:35
  Jack: Oh yeah.
• 8:35
  Jill: I mean, it's a natural worry, isn't it?
• 8:37
  Jack: It is, but I think it's more about jobs changing.
• 8:39
  Jill: Not disappearing completely.
• 8:40
  Jill: Right.
• 8:41
  Jack: AI can handle the repetitive tasks.
• 8:44
  Jill: So educators are free to do what they do best.
• 8:46
  Jack: Right.
• 8:46
  Jack: Things like mentoring and inspire
• 8:48
  Jill: helping students think critically.
• 8:50
  Jack: Exactly.
• 8:50
  Jack: It's about working together, not competing.
• 8:52
  Jill: AI is a tool.
• 8:53
  Jack: Exactly.
• 8:54
  Jack: Not
• 8:54
  Jill: a replacement.
• 8:55
  Jill: That's it.
• 8:56
  Jill: And this idea of working together goes beyond just the classroom.
• 8:59
  Jill: Doesn't it?
• 8:59
  Jill: It's like, remember what mastering SEO and GEO in education marketing said about video.
• 9:06
  Jill: It's becoming so important.
• 9:08
  Jack: It seems like everyone wants to watch stuff these days.
• 9:10
  Jill: They do more than just read.
• 9:12
  Jack: Exactly.
• 9:12
  Jill: Video lets you actually show.
• 9:15
  Jill: Your campus.
• 9:16
  Jack: Okay.
• 9:17
  Jill: Or introduce the faculty.
• 9:19
  Jill: Right.
• 9:19
  Jill: Share those success stories about students.
• 9:22
  Jack: It brings the whole place to life.
• 9:24
  Jill: In a way that words just can't.
• 9:26
  Jack: Yeah, it's like giving potential students a front row seat.
• 9:29
  Jill: Exactly.
• 9:29
  Jill: No matter
• 9:30
  Jack: where they are.
• 9:31
  Jill: And that article also reminded us that Gen Z and Millennials are using TikTok and Instagram to search.
• 9:38
  Jack: Like, they're literally using them as search engines.
• 9:41
  Jill: Yeah.
• 9:41
  Jack: So colleges need to be there too, right?
• 9:43
  Jill: They do, and they need to create content that feels right for those platforms.
• 9:47
  Jack: There are no more boring brochures.
• 9:49
  Jack: No
• 9:49
  Jill: more
• 9:49
  Jack: boring
• 9:49
  Jill: brochure.
• 9:50
  Jack: It's all about short, fun videos.
• 9:52
  Jack: Uh
• 9:52
  Jill: huh.
• 9:53
  Jack: Real stories, stuff that looks good.
• 9:55
  Jill: It has to feel Natural on the platform
• 9:57
  Jack: and fit with how those students are actually using it.
• 10:00
  Jill: Exactly.
• 10:01
  Jack: So we need to be storytellers.
• 10:03
  Jill: We do
• 10:03
  Jack: not just marketers.
• 10:04
  Jack: It's not just about facts and figures,
• 10:06
  Jill: right?
• 10:07
  Jack: It's about grabbing attention
• 10:08
  Jill: and making people feel something,
• 10:10
  Jack: creating a connection.
• 10:11
  Jack: And
• 10:11
  Jill: that brings up authenticity,
• 10:13
  Jack: authenticity.
• 10:13
  Jack: Yeah,
• 10:14
  Jill: it's a big buzzword.
• 10:15
  Jack: It is.
• 10:16
  Jill: But what does it actually mean?
• 10:18
  Jack: Yeah, what does it look like?
• 10:20
  Jill: It means being real.
• 10:21
  Jack: Okay.
• 10:22
  Jill: Showing what makes your school unique.
• 10:24
  Jack: Okay.
• 10:25
  Jill: Students can tell when something's fake.
• 10:27
  Jill: Right.
• 10:27
  Jill: They want to see real students and faculty.
• 10:29
  Jill: Real stories that show how diverse and interesting your community is.
• 10:34
  Jack: So don't just say you're welcoming.
• 10:36
  Jill: No.
• 10:38
  Jack: Show it.
• 10:38
  Jill: I like that.
• 10:39
  Jack: So less polish and more real life.
• 10:41
  Jill: Less perfection.
• 10:42
  Jack: Yeah, and more relatable experiences.
• 10:44
  Jack: Yeah,
• 10:44
  Jill: I get that.
• 10:45
  Jack: Embrace what makes your school different.
• 10:48
  Jill: The quirks, the imperfections, those are the things that make it special.
• 10:52
  Jack: And be honest about the challenges.
• 10:53
  Jill: Students appreciate that.
• 10:55
  Jack: They do.
• 10:55
  Jack: They like that honesty.
• 10:56
  Jill: So it's about finding the right fit.
• 10:58
  Jack: Exactly.
• 10:59
  Jack: Not
• 10:59
  Jill: just trying to get as many students as possible.
• 11:01
  Jack: That's right.
• 11:01
  Jack: And data can help with this too.
• 11:03
  Jill: Okay.
• 11:04
  Jack: We can use data to figure out what students are looking for.
• 11:08
  Jill: What they're interested in, what they're worried about.
• 11:10
  Jack: So we can make messages that really connect with them.
• 11:12
  Jill: And create content that feels more personal.
• 11:15
  Jack: So data can be a guide.
• 11:17
  Jill: That
• 11:18
  Jack: helps us create marketing that doesn't feel so salesy.
• 11:22
  Jill: Right, it's more like an invitation to join something.
• 11:26
  Jack: We have to be careful with data.
• 11:28
  Jack: We
• 11:28
  Jill: do.
• 11:28
  Jill: It's not just about collecting it.
• 11:30
  Jack: It's about using it ethically.
• 11:31
  Jill: Exactly.
• 11:32
  Jack: And responsibly.
• 11:32
  Jill: That's a really good point.
• 11:34
  Jack: We've been talking about AI and data.
• 11:36
  Jill: Yeah.
• 11:36
  Jack: But we can't forget about the ethics.
• 11:38
  Jill: Definitely not.
• 11:39
  Jack: Students need to know we're using their data.
• 11:42
  Jack: The right way.
• 11:42
  Jill: Absolutely.
• 11:43
  Jill: Transparency is key.
• 11:45
  Jack: And trust.
• 11:45
  Jack: And
• 11:45
  Jill: respecting their privacy.
• 11:47
  Jack: Those are all super important.
• 11:48
  Jill: They are.
• 11:49
  Jack: And this actually leads to another trend that Mastering SEO and GEO in Education Marketing mentioned.
• 11:54
  Jill: What's that?
• 11:56
  Jack: Social proof.
• 11:56
  Jill: Oh yeah, that's a big one.
• 11:58
  Jack: People want to see what other people are saying.
• 11:59
  Jill: Especially when anyone can say anything online.
• 12:03
  Jack: Right.
• 12:03
  Jack: Students are looking to their peers.
• 12:04
  Jill: Reviews, testimonials, user generated content.
• 12:08
  Jack: That's the stuff that really influences their decisions.
• 12:11
  Jack: Yes.
• 12:11
  Jack: It's like, don't just tell me your school is great, show me what other students are saying.
• 12:15
  Jill: Exactly, because people trust their peers.
• 12:18
  Jack: More than some marketing message.
• 12:19
  Jill: Way more.
• 12:20
  Jack: So colleges need to get good at collecting social proof.
• 12:23
  Jill: And showing it off.
• 12:25
  Jack: Like, highlight those student testimonials.
• 12:27
  Jill: Yeah.
• 12:28
  Jack: Tell those alumni success stories.
• 12:30
  Jill: Let those real voices be heard.
• 12:32
  Jack: Those students become ambassadors for the school.
• 12:35
  Jack: They do.
• 12:35
  Jack: Sharing their experiences.
• 12:36
  Jill: And that authenticity is so valuable.
• 12:39
  Jack: It is.
• 12:40
  Jill: It's how you build a community.
• 12:41
  Jack: That feeling of belonging.
• 12:42
  Jill: And it lets potential students see themselves in those stories.
• 12:46
  Jack: So it's not just one way communication anymore.
• 12:49
  Jack: It's
• 12:49
  Jill: not.
• 12:49
  Jack: That old.
• 12:50
  Jack: Broadcast model of marketing.
• 12:52
  Jill: Right.
• 12:53
  Jack: It's more collaborative.
• 12:54
  Jill: And participatory.
• 12:55
  Jack: Exactly.
• 12:55
  Jack: It's a
• 12:56
  Jill: two way conversation.
• 12:57
  Jack: Where students feel like they're part of something.
• 12:59
  Jill: And it's about being responsive.
• 13:01
  Jack: Listening to what students are saying.
• 13:02
  Jill: Yeah.
• 13:03
  Jack: And changing your strategies based on that.
• 13:05
  Jill: Exactly.
• 13:06
  Jill: Higher education marketing isn't about.
• 13:08
  Jill: It's not about yelling the loudest anymore.
• 13:10
  Jack: It's more subtle.
• 13:11
  Jill: It's about having real conversations.
• 13:13
  Jack: Building those relationships.
• 13:14
  Jack: And
• 13:14
  Jill: earning trust.
• 13:15
  Jack: And using technology to make those conversations even better.
• 13:19
  Jill: Yeah, connect with students in a more meaningful way.
• 13:22
  Jack: And give them a better experience.
• 13:24
  Jill: I think you summed it up perfectly.
• 13:25
  Jack: We're in a time of huge change.
• 13:27
  Jill: Huge.
• 13:27
  Jill: And
• 13:27
  Jack: lots of opportunities.
• 13:28
  Jack: And it's the
• 13:28
  Jill: schools that are going to do well.
• 13:30
  Jack: Are the ones that embrace the change.
• 13:31
  Jill: Yeah.
• 13:32
  Jack: And put authenticity and connection first.
• 13:35
  Jill: And keep learning.
• 13:36
  Jack: Speaking of learning, we were talking about the skills people need in this new world of AI.
• 13:42
  Jill: We were.
• 13:43
  Jack: What are some of the most important ones that higher education marketers need to develop?
• 13:48
  Jill: That's a great question, and it's something we'll dive into right after this.
• 13:52
  Jack: Welcome back to the Deep Dive.
• 13:54
  Jack: We were just talking about all the skills that higher education marketers need to develop in the age of AI.
• 13:59
  Jill: We were.
• 14:00
  Jill: And I think one of the most important ones right now is data literacy.
• 14:04
  Jack: Data literacy.
• 14:05
  Jack: So it's more than just knowing how to use a spreadsheet, right?
• 14:07
  Jill: Yeah, it's about being able to really understand.
• 14:11
  Jill: Like, what does it mean?
• 14:13
  Jill: How do you interpret it?
• 14:14
  Jill: And how can you use it to make better decisions?
• 14:17
  Jack: So, to tell a story with data, to shape your marketing strategy.
• 14:21
  Jill: Exactly.
• 14:22
  Jill: Marketers need to be comfortable looking at trends, finding patterns, and using those insights to make their marketing better.
• 14:29
  Jack: So, it's almost like being a detective, right?
• 14:31
  Jack: Mm hmm.
• 14:31
  Jack: Looking for clues and using data to figure out how to reach students.
• 14:37
  Jill: I like that.
• 14:37
  Jill: And once you've got those insights, you've got to be able to communicate them.
• 14:40
  Jack: Ah, so data storytelling is important too.
• 14:43
  Jill: It is.
• 14:43
  Jill: It's taking all those numbers and turning them into a story that people can actually understand and connect with.
• 14:48
  Jack: Makes sense.
• 14:48
  Jack: And then there's digital fluency.
• 14:50
  Jill: Right, which is so much more than just knowing how to post on social media.
• 14:53
  Jack: Okay, so what does digital fluency look like for someone in higher education marketing?
• 14:57
  Jill: It's about understanding the whole digital landscape.
• 15:00
  Jill: You know, what makes each platform different, how to use them effectively, how algorithms work, how to optimize content for different channels, reaching your audience where they are.
• 15:11
  Jack: Sounds like a lot to keep up with, especially with how fast things change online.
• 15:15
  Jill: It definitely is a challenge, but the colleges and universities that are willing to learn and experiment, those are the ones that are going to succeed.
• 15:22
  Jack: So being adaptable and open to new things is key.
• 15:25
  Jill: Exactly.
• 15:26
  Jill: And of course, we can't forget about content.
• 15:28
  Jill: It's still super important, but it's not enough to just create any old content.
• 15:33
  Jill: Right.
• 15:34
  Jack: It has to be good content.
• 15:36
  Jack: Engaging, relevant to your audience.
• 15:37
  Jill: Exactly, you gotta think like a publisher.
• 15:40
  Jill: Creating stories that really resonate with your audience.
• 15:42
  Jill: Stories that make them feel something.
• 15:45
  Jack: Yeah, and those stories need to be presented in a way that works for today's students, who are much more visual.
• 15:50
  Jill: Absolutely.
• 15:50
  Jill: That's why mastering SEO and GEO in education marketing was talking about the importance of video.
• 15:57
  Jack: It's everywhere these days, right?
• 15:58
  Jill: It is.
• 15:59
  Jill: And for good reason.
• 16:00
  Jill: Video brings your institution to life.
• 16:03
  Jill: You can show the campus, introduce faculty, share stories about students who are doing amazing things.
• 16:09
  Jill: It's a much more immersive experience.
• 16:11
  Jack: It's showing, not just telling.
• 16:13
  Jill: Exactly.
• 16:14
  Jack: And speaking of showing, we were talking earlier about social proof.
• 16:17
  Jill: Oh, yeah.
• 16:18
  Jill: That's so important.
• 16:19
  Jack: How can colleges really make the most of that in their marketing?
• 16:23
  Jill: It's about actively looking for those authentic voices.
• 16:26
  Jill: You know, highlighting student testimonials, sharing those alumni success stories, and encouraging user generated content, letting students create and share their own experiences.
• 16:36
  Jack: Giving potential students a real glimpse into what it's like to be a part of your community.
• 16:40
  Jill: Exactly.
• 16:41
  Jill: And it's not just about collecting those stories, it's about how you use them.
• 16:45
  Jill: Weaving them into your website, your social media, everything you do.
• 16:48
  Jill: Let those authentic voices shine through.
• 16:51
  Jack: So it's about transparency, authenticity, and letting students speak for themselves.
• 16:55
  Jill: Absolutely.
• 16:56
  Jill: And as we move forward in this new landscape, it's crucial to remember that technology is just a tool.
• 17:03
  Jill: It's the people, the human element, that make all the difference.
• 17:06
  Jack: So even with all this talk about AI, human skills are more important than ever.
• 17:10
  Jill: They are.
• 17:11
  Jill: As AI takes over more of those routine tasks, it's the things that make us human, our creativity, empathy, ability to connect with each other, those become even more valuable.
• 17:21
  Jack: It's not AI versus humans,
• 17:22
  Jill: right?
• 17:23
  Jill: It's AI and humans working together.
• 17:25
  Jack: And to do that well, we need good communication skills, collaboration skills, and emotional intelligence.
• 17:30
  Jill: Absolutely.
• 17:31
  Jill: The ability to build relationships, to inspire others and to create a positive and supportive environment.
• 17:37
  Jack: So as much as we need to become data savvy and digitally fluent.
• 17:41
  Jack: We can't lose sight of those human skills.
• 17:43
  Jill: You got it.
• 17:43
  Jill: Those are the skills that will help us not just survive, but thrive in this new era.
• 17:48
  Jill: To really use AI to its full potential.
• 17:50
  Jill: To build a future where technology and human connection work together to make education better for everyone.
• 17:56
  Jack: That's a great point.
• 17:57
  Jack: And I think it's a great way to wrap up this Deep Dive.
• 17:59
  Jack: So, to everyone listening, I hope this has given you some things to think about.
• 18:03
  Jill: I hope so too.
• 18:04
  Jill: It's such an exciting time to be in higher education marketing.
• 18:07
  Jill: Embrace the challenges, keep learning, and never stop being curious.
• 18:11
  Jack: Because the future of education is being created right now.
• 18:14
  Jill: Yeah.
• 18:15
  Jack: And we all have a role to play.
• 18:16
  Jill: Very well said.
• 18:18
  Jack: And on that note, we're signing off.
• 18:20
  Jack: Thanks for joining us on the Deep Dive.