Authentic Storytelling: A Content Marketing Strategy with Brand in Mind

um it's great to see so many new and um familiar faces and so thank you for joining us and please continue to come to events in the future we are very very thankful for the support that we receive for the business indicator series the letty group supports our um our programs here on the seacoast and then um bellwether community credit union supports us in the manchester programs so right before i i introduce our speakers i just wanted to give you a few quick updates this year we held four commencement ceremonies and over two days we added over 2 000 members to our alumni population so our alumni association is now over 70 000 alumni strong which is amazing and will continue to grow at that pace over the next several years so that's a great network to tap into um this year has brought a lot of of increased alumni engagement and one of the ways is through new programs one of those new programs was there our global days of service which we ran over the month of april and that we were happy to report that we had 53 sites um 469 volunteers and over 2 134 hours of service served throughout the entire country so that was an amazing off effort collaboration amongst everyone and that brought together alumni students adjunct faculty family and friends of the university so that was awesome and we're looking forward to planning for april 2017.

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And then we also have several major construction projects underway on campus one of which is the gufta sim center which will open hopefully at the beginning of of 2017 that will serve the life cycle of the student so that will house our admissions staff our career staff for our uc undergraduate student population and our alumni alumni office which will be awesome for everyone to be able to come and it's a really nice welcoming space for us and then i'm going to introduce pam bootsella and joshua dodson um to talk to us a little bit today about authentic storytelling a content marketing strategy with the brand in mind and they are two community members who we are really excited to have with us today and i will let them introduce a little bit and take it from here so thank you guys and thank you for joining thanks for having us [Applause] as well 30 years after starting i finished thanks for having me thank you all so much we're thrilled to be here first of all ask can you hear me okay they're back i know i'm a little quiet so i want to make sure i'm loud enough for everyone thank you so much we would love to tell you a little bit about ourselves some of what we're doing at snoo some of what we're excited about around content and authentic storytelling that's that's something that really excites us we've seen a lot of really amazing results i'm joshua dodson by the way and i'm thrilled to be here with pam to talk a little bit about it we're going to first of all talk about some considerations when we're talking about storytelling brand storytelling making it authentic and something that would be effective for maybe the business that you're working with or you're trying to contribute in some way the approach that we've taken has been some examples but i'm going to let pam jump in right away and talk about my stories matter so since the beginning of time stories have been just an integral part of just the way our cultures have evolved we look to stories to learn we look to stories to find out new information to find out about the people before us and that still translates today when people come to the snhu.edu website they not only want to find out about what what we offer as a university they want to find out about the people that have been there before them and that's a big part of our approach to content marketing and why our stories we're telling matter and hopefully you'll be able to translate that into your own needs and be able to tell stories that matter to your customer base too one of the things that we we start looking at right away when we're talking about stories is the brand fit i mean this really good example here you think of toshiba you think of apple they're very different products very different experiences you could kind of get to the same end goal with either a toshiba or an apple in a lot of ways but they're very different and you don't you wouldn't expect to see the apple logo for example on a toshiba laptop so when we think about the brand fit of stories as well and what really defines uh the type of story that fits with a brand it's an important consideration as well similar to a logo or what you might look for in that sort of branding piece as well as market demand you know what what are people really interested in and what what really resonates well for for the market and that's one of the things that cam's done a great job with in finding out how to take that really interesting piece and match it with some of the pieces that really are in demand for the market one of the things that we do a lot actually in working with christian team is as i said people want to know about who's gone to snhu and what have they done as a result of that why did it matter did they have a good experience what sort of career did they get in the aftermath so what we love to do is we know people are interested in things like what are the top jobs maybe you can get with a business degree well we can talk about that and we can use a lot of statistics and facts and figures but what they want to know is the human element and that's what we introduce and what actually everyone that works in your team is fabulous in sharing the stories of many people like yourselves and love the future you too but to be able to share what outcomes are why it mattered what you got to do with your degree what surprises were along the way so spend a few minutes talking with some of the data that we use to inform the approach that we take and then we'll jump right back into some additional elements about the stories themselves but the first thing to think about is that people are asking a lot of questions uh with the rise of mobile i'm sure we all have a mobile phone and voice search that's very prominent now so if you think about the way that we interact with search uh google search you know we're getting back to the point where we're asking questions you know get our voice search out there and ask a question how do i get to this place or or what if what is uh the new movie that's at the movie theater any number of questions that we might ask so starting with some of the questions the audience asks a lot of questions for us it's related to degrees why get a degree in business economics communications whatever it may be why get a degree in this topic and so we start by thinking about those questions that people are asking and then we want to take it and actually get some data around it how many people are actually looking for these things and so we use a couple tools google keyword planner is a really great tool if i could give one piece of advice when you're thinking about using data or identifying story topics it would be to use google keyword planner and you can start to look for some of the questions that people are actually asking for example what is a bachelor degree 6 600 people search for that exact question every month um you can look at this we answer it and we answer it that's exactly right we really try to offer some answers to these questions what is a bachelor's degree and look at the variations and the ways that people are asking for these questions so when we can see the number of people asking for questions that happen to be related to what we're offering which happens to be a high quality education that can fit that need we want to make sure that we're right in front of them when they're asking and using tools like google keyword planner ubersuggest makes it really easy to find those exact phrases that people are looking for when we're thinking about the types of words that we include in the stories we think about a few different pieces so i won't spend too much time on this other than to share that when we're thinking about a search like shoes right shoes describes a lot of different things around shoes men's shoes starts to narrow it down a little bit bread nike men's running shoes gets very specific so the more specific we can get it's called the long tail of keywords right so i won't spend a lot of time on this but it's it's very specific we know exactly what people are looking for it's like three or more words and we know that that's a specific topic that we can start to address because if you write an article about red nike men's running shoes and people search for red nike men's running shoes it's much easier to align the article you wrote with what people are looking for rather than if you just wrote an article about shoes in general you might not show up it might be harder to find what you're looking for so that's one of the pieces that we really look for when we're pulling the data together about the types of topics we want to address and one thing to keep in mind too is that when you look at the top 10 search results for google searches all of them on average at least most of them are well over two thousand words in length that goes against what a lot of us would expect we tend to think about short posts five to eight hundred words long as being the ideal length but in fact a lot of people are wanting that more in-depth uh view that pam will talk about in a minute as well so consider that you can address the short pieces but also do the deep dives think about how to fully address this topic that people are really interested in and we'll show some examples of how we've treated that later on there's a website quartz and the editor for quartz found with a lot of research that the chances of social media success is much higher on long analysis pieces and short snappy pieces but with a five to eight hundred word length posts it doesn't perform very well so again the typical length of an article that we might expect that we might want to write for our website to promote our brand is something that tends to not perform well on social media and in fact this is an example that the editor of course again uses the he tells his writers don't write anything between five and 800 words i'm not telling you not to write anything because we still do because there is a place for that as well but making sure that you're addressing the other ends of the spectrum is something that's also really important one example that we've done so last september we launched a content initiative to start promoting we call it to tell this new story in an optimized way we're really trying to share the successes of our alums that we're so proud of and the really interesting things that our faculty are doing and some key differentiators about our program so we started telling these stories and over time we could see right there like right in that spot right there that's about september and the orange line is snhu and all the other lines are our top competitors so you can see when we start telling our story we start producing regular fresh content around what people are looking for we start to sort of break apart from what our competitors are are doing how well they're performing this is specific to organic search that's the non-paid stuff if you go to google you type something in we're not paying for the ads we want to show up naturally so we really started to see that we're ahead of our competitor and doing further analysis we actually saw that the articles themselves to tell this news story was a 67 lift in organic search that's the only difference we made or the key difference that we made apart from our competitors they're not doing it they're not really telling their story we're putting a lot behind it and making sure that we're actually getting those results that we want to we're keeping into some keeping in mind some of the key pieces such as tone which i'll let him jump back in i'm not sure if we're talking more about the length but just i would um bring up when josh and i first started talking about the articles and i thought well best practices is always telling you about 500 words and i've had a solid background in journalism too where everything gets shorter right by the day and so i thought i knew a thing or two and he said yeah well a big part of this the foundation is going to be 2500 word articles which i happen to love writing but i thought he was out of his mind i really did i'm like this is not going to work but it did in fact work and you can see these are the various lengths that we work on because there's different stories to tell right i mean if you want to look at something very quickly and you want that 500 words it might be a q a that you want to do 800 words it might be a brief profile but if you really want to dig deep into subject matter and you really want to profile three or four students or faculty or maybe seven concentrations in a program that 2500 words is highly readable it allows you to put a lot of keywords in and you've seen the success as a result so i'm here to you know i'll testify he's not crazy and so some of the things that when we're talking about these 2500 word pieces it's really important that we're we're still doing it in an authentic way that that's true to our brand right that's that's the driving force everything everything that you've grown to love about snhu we want to be true to that you know we want you to be able to read these articles and and be proud of the of the stories that you're reading as well we don't want it to sound cheesy or anything like that we want it to be really high quality so we would also considering the way that we're writing it the type of words we're using to describe the scenarios the casual way that we're talking about it but in an authoritative way that's also on brand we want to show authority but never be academic the thing that's and i think any of you who are working in an organization that you really feel strongly about and if you're responsible for telling the brand story you have tremendous pride i hope in that brand and you know the way that you speak to your customer base you know how you speak in terms of your own culture that is so important to us at snhu and i don't care how many outside agencies who come in no one knows our brand better than we do we are very true to how we started many years ago we've only grown even more so and so that's very important to us when we're telling a story we want to make sure we're not only showing authority but we're being we're being friendly we want you to feel like we're somebody that's very accessible to speak with we want to we want to be very authentic and honest and we want to make it so that you feel like this is a place perhaps i can feel comfortable these are people that i can relate to so that is very important we have some in-house writers but we do use freelancers and that's one of the things that you know besides dramatically correct and the important information being accurate we want to make sure it sounds like us because at the end of the day we're not trying to tell you a story that isn't really our story the way that we try to approach the articles as well to make sure that we're getting the most out of it it's really important for us to consider how frequently we're posting so we started the initiative back in september and we published uh started by publishing three articles a week one of the 2500 word posts the ridiculously long post and then two of the shorter ones the things that we would typically expect that's the way we started as a pilot and over time we saw the success was was building on itself and we actually have moved to the point where we're publishing an article a day sometimes two but mostly one article a day every day you go to snhu.edu scroll down and you see new at snoo that's that's where we're posting these so we're publishing them very frequently now it's typically two long-form posts a week and then the rest of them are going to be within the typical range some videos mixed in some uh photo blogs mixed in we'll show example of that later on but but the key piece that i would recommend considering if you start to implement this whatever you're working for for uh your business or someone that you're working with consistency is the key you need to set the expectation that i'm going to publish every week at this time or i'm going to publish every other week at this time if you don't have the resources or the time or energy to do an article a day many of us don't uh that's fine just make sure that it's consistent that's the that's the key to the long-term success is the consistency yeah set yourself up for success exactly so we want to make sure that we're really looking for that setting that precedent um so that's that's the overall approach that we decided to take and it's it's worked out really well for us and we'll go over some examples of of how we've approached this and one really great example i love this example i point to it a lot why is education important 4 400 people on an average month search for that exact phrase so it's quite a bit of search think about all of the variations of that phrase why education is important right that's a totally different surge it's similar but it's different or why education is important to me or why is education important for life or any number of variations of that the number of people that search for that every month grows and grows there's a lot of people so we took that search phrase and we wrote an article and did our first one actually we turned it into a series where we asked our president president paul blake exactly his response to why education is important and we published that you can see september 28 2015 and now we're position number three in searches so when you think about 4 400 people searching for that exact phrase every single month and our president is number three that's pretty good a lot of people are seeing that so we wrote this piece and and really showcased his view around why education is important we've seen a lot of really good success for them one other piece i would point out is top business degrees 210 people search for that every month but look at all these other variations business degree twelve thousand one hundred people business management degree eight thousand one hundred people every single month are looking for this so we look for this top business degrees keyword and we think about how are we going to start incorporating this into an article in a way that makes sense it's authentic it's true to our brand and so you can see a couple of the highlighted examples of the actual keyword we're putting it in the title we're including it in the text making sure that it shows up a few times not too many times we don't want to stuff it in there unnaturally but we want it to appear frequently enough to where the search engines can see it and recognize that this article is related to this topic but the reader reads it and says yeah this still makes a lot of sense it's authentic it's natural if you want to talk a little bit about how you approach that well what's interesting too depending on the length and i have a feeling this is a 2500 word article if you're talking about top business degrees it gives you opportunity to save maybe between three and 500 words on some of the top ones or you just name a few of them we link out to our webs different parts of the website but we tell the story is who's had some of those top degrees what are they doing why didn't they go into that it's it's important to tell the story of people who have completed their degree it's also important to say why somebody's currently in there and say the circumstance it may be somebody that's got four kids they're working two jobs they have an elderly parent but yet they still have the time to go to school and what that means to them and you start to see yourself saying well they can do it i can probably do that too this is a really great example this one was published just a few days ago we took eight if you're familiar with storycorps in pr where they go and ask stories and have people tell their story about why they do certain things we kind of took an approach where we sat down with some people who were just graduating just recently and asked them you know to tell us their story about graduation so on video and we have little video clips and it's really great that we're able to showcase in their own words what type of impact it's had on their life but then we write a narrative around it too to make sure that we're we're fully elaborating on the importance of that to that person and then this is actually again we're always finding hidden gems this woman is an actress on orange is the new black and she just finished her master's in screenwriting and because she knows she's an older actress she's trying to move on to other things in her life she wants to write and direct and we often hear i was saying this earlier a lot of the stories we hear are kind of oh by the way i have a student this is and you're like wait a minute tell me this story and it's intriguing because our students are everywhere and they have amazing stories and it's from somebody who makes a very good living as an actress who could probably go almost anywhere she found the support she got at snhu to be the reason why she wanted to complete her degree and what she started hearing within the industry we had spoken earlier telling a few people that we have a story that we're doing right now about a man from gambia that actually his parents were from gambia came here was raised served in the u.s navy went back to gambia that a high level government position saw the government was corrupt was thrown into jail by the president for 20 years with hard labor he was in solitary confinement for six years and jesse jackson negotiated and got him out he's just finishing his masters now in criminal justice i mean our students are amazing and fascinating and equally as fascinating is that mother with four children who sacrifice sacrificing so much so it's for us it's a huge honor to be able to tell these stories this is an example of a different type of format clearly there's some text there's the story around what happened but there's also a really important part is the the photos that went with it so that we can actually show some of that examples we don't want to just have text there right because over time you know that that gets to be a little bit boring if that's all you see but including some photos to actually bring the stories to life that's something that we really try to emphasize and and kind of bring the stories to life in additional ways this happens to be uh the career houston hiring fair that happened a few a couple months ago so you can see some really nice pictures of it as well as the story itself this is a young woman that had simply been searching for an online business administration degree and ended up coming to snhu she had her associates she wanted to finish up and we ended up telling her story because she ended up doing far more than she ever expected and snoot career again had stepped in and helped her and what was most amazing was there's so many services that are available helping people whether it's interviewing doing you know mock interviews doing cover letters helping them with all their different searches and keywording up their resumes and such and for this woman she was so happy someone offered her a job and her career advisor said wait what do they want to pay you you need to buy a car you're gonna have student loans to pay and worked with her and taught her how to negotiate something she didn't even know was possible negotiated a much higher salary and she just wanted to tell us her story she was delighted and again the face of somebody that's just another great student story this is another one of our examples where we're talking about we do a lot of q and a's a lot of instances where we'll ask someone a question or a few questions and try to get a response so we get a lot of really great natural responses from this i mean we're not forcing anything here we're simply asking questions and trying to get their response but the thing to keep in mind is that we're still keeping true to the market demand the research that went into the topic areas around things like data analytics skills right so a lot of people are searching for that we'll include it in the title we'll make sure that maybe our our introduction paragraph talks on that a little bit and then the topic of data analytics starts to show up naturally throughout the text because we're asking questions about what they did and the experiences that they've had so just because we're youth we're talking about the types of stories doesn't mean that we're sacrificing the the data and the research that went into gathering keyword information and things like that as well and especially she's very much an interest she's a pharmaceutical lawyer you wouldn't think she'd be interested in data analytics but she found that would really help her in her role this again is actually one of her employees we also like to tell the story of staff members a military veteran she's also a military spouse that speaks very highly to our military population and what we do for military spouses as well and what's really unique about snhu is if you are an online military student and i'm sure of campus as well you're not having advisors or career folks that have no experience in the military they're people who have gone through what you've gone through as a veteran or an active duty service member so it's it's very unique and they can address whatever you're going through and we really like to be able to tell those stories this is a really great example of actually this this article and this approach we started doing a series kind of similar to this uh rose out of uh some challenges that we were finding around a particular set of keywords really important keywords to us we want to be visible we have a whole lot of mba programs they're really important to who we are as an institution to be able to tell the stories of mba but a lot of times when people were looking for mba programs we weren't at the top of the list so we wanted to actually address that by really showcasing mba programs so we decided to turn that challenge into an opportunity where we developed a series around people who have either just gotten their mba or in the process of getting their mba degree and so pam's done a great job of turning that into a really great great example series yeah i mean this is actually a much longer story than usual we also have a q a we do with three questions and you have been invaluable in providing us with mba graduates that's another thing that we haven't really spoken about but one of the wonderful things is sure we're trying to bring attention to our website trying to grow our presence through seo what this is also done and it will do for your organization too is bring people closer together we meet monthly every single part of the university that has any sort of a content interest as a publication such as youtube and we talk about students we talk about ideas of projects and it gives us an opportunity to learn more about each other you often provide content that goes into this section as do other teams and it really gives us a fuller sense of all the amazing things going on and it's it allows your staff to feel a lot of pride in not only what your organization is doing but what their co-workers are doing and it gives you an exam a reason as colleagues to point out the good things too and really focus on a lot of positive things so it really it's all off right well well sometimes we'll take a story that we're all interested in we'll figure out maybe there's a long story here but we could run it as a short segment in another format to appeal to a different part of the audience and so how do we leverage some of the work that's being done in multiple places so that you don't feel like you're always having to be the one that creates um and so as you know we just shared our the magazine that's on the table is our newest issue of impact magazine and so we shared it at this meeting this morning and pam wrote back and said we'd like to use this this this this this you know like figure out how we can share that out if i didn't say please please oh okay absolutely i just always infer that but you know so trying to figure out how do we well we might have been writing that primarily for our you know the alumni community there's a really great benefit of sharing that out so you might think about that your intention might be in one place but what are some ways for you to share that out or have partners of yours share some of that out in other spaces that give greater visibility well it's a great thing too if you happen to be the subject of a story that's something you can share on linkedin that's something too if you're writing the stories and for your organization it's more content that you can use social media channels especially linkedin it's a source of pride for people to be able to share we actually have the folks that have answered the bias education report there's a little competition who's getting the most views paul was number one but somebody else has creeped out unexpected little accidents that we find sometimes when these stories that are really fun yes they're fun so i hope that you have been able to get some takeaways from this and overall considerations using the research using uh a lot of the data you know we start with data we jump from there we assess the impact that's had overall some some of the pieces that have worked well for us we do believe that it would work well for other organizations you know i think a lot of the principles are very applicable to other areas but feel free to adjust it to your own organization too to make sure that it works well for what you're doing it may be a little different so and then some of the examples that we went over i hope that you found some valuable insight in this and um thank you so much for listening to uh us tonight and we're happy to answer any questions or anything like that that you all may have if you haven't guessed we really love love too i got a question um my question is that um if you're generating stories after stories and you want to be timely and relevant and have credibility how how do you identify a problem you know you have the keyword search but that means if i have if i'm using a keyword search personally i have a problem but if you have a i'm creating content i want to address a problem so you can't just go fishing you have to be aware of it so how do you pinpoint a problem and verify that it really is a credible problem and you have the answer little steps involved i think pam will be able to talk to you soon better than i can but my immediate response is always be talking to your customer and always be talking to other people in your organization who interact with different areas of the business one of the key things you know in my role uh i i have the privilege of being able to work with alumni advancement of admissions advising career you know it's not something where you know it's one of those pieces that's not in your job description necessarily that you're going to be talking and interacting with these people but taking the time to to go and bring that together and say what are you hearing what types of questions are you getting a lot of um if it's something where if it's a small business and and you know have a lot of other departments and going and asking the customers that you interact with or the businesses that you're working with what are you hearing what are some issues what are the trends if you're wanting to build a connection broadly looking at things like what's happening in the news and building connections with what you're doing and what's happening in the news google trends is a really wonderful tool that shows what people are starting to search for and being present on social media yeah we've used social media and i i have some background in working with the university uh social media channels too but one of the things that we do regularly is checking with our advisors who are the first line of contact for all of our students and find out you know what's the chatter what complaints are there what frustrations sometimes we might go on social media and ask a very pointed question for instance our creative writers we have a page on facebook called writing it's new it might ask the question you know what's your biggest frustration as as a versioning writer about trying to get jobs and then perhaps with those answers we might do a webinar and then from that we'll learn from that we'll actually write an article or two about it too so we always try to be asking a lot of questions i think one of the things that snhu prides itself on is doing the best job it can but never says it's the best it's always about what can we be doing better and that's very much what we're about you know we we're trying to i always think of it and i when when you're in the academic field for instance and you are an academic and you're writing a paper or you're writing anything you're always looking at things based on facts i always say what we're writing about well the academics we work with but we're trying to tell you about the possibilities and isn't that what part of getting an education is you know you're following a dream you're trying to figure out what those possibilities are and by achieving that you get to go after those possibilities and that's what it sounds very lofty but that's what we hear all the time from students i was mentioning to aaron earlier that a couple years ago i collected 1800 testimonials from university and i've read them all and the central theme of everything that we've seen is people went back to school because they had something unresolved that they wanted to do in their life and whether they started traditionally whether they got to finish later on to go to their masters there was something in their life they wanted to change and by telling these stories we get to offer that possibility so it's easy to see why you love your job i would just round that out by saying that gathering that story in that topic you can then go back and fill in some of the research afterwards too so we don't always start with the research sometimes we start with a really great idea and then go back and find well what's the what are the specific phrases that people are looking for within this topic and we do watch all the trends too we do yeah and from what i'm seeing that you're showing today what you're talking about right now you're from a communication standpoint you're doing probably the two most important things you're not selling you're listening and you're engaging and that i think maybe that might even be the answer to some of your questions too where i think by doing that instead of trying to push the product or trying to beat people over the head and saying you know trumpeting your own success you're listening to their story and you're you're engaging with them you're almost letting them sell themselves and then when we have freelance writers as i said earlier we know our brand better than anyone and if you listen to any admission folks regardless of where you are within the university we're never trying to sell anyone to come to snhu we want to make sure it's the right fit for them and if there's another school then that's where they should be and we never want any of these articles when we freelances sometimes friday and they've kind of got the you should come to snoop and you're like no it's it's about later on telling me we have a program that might interest them but it's never about saying this is where tomorrow i'll make a trip to biddeford maine to meet with three generations of new alumni so we have the class of 66 which is our first class of four-year degree recipients that graduated it's a 50th reunion and there were only 80 some students in the class they had no campus and some of them had come back from serving a few years in vietnam war not a really friendly time to come back from anywhere and figure out how to make your way through life and new hampshire college presented them an opportunity to make something in their life which they came to us to say we want to tell our story we think people need to know what an important presence this college had for us we've gone on to develop these very successful lives and one of the gentlemen is is not well and so i'm taking a few of his classmates out to have lunch with him and his family tomorrow and they also have a niece who's a 94 nba alumna and there's that woman has a daughter who's in her second year at the undergraduate program um at the campus and so just really cool because there's the very language that they're using is the very language that we put out in our commercials and our students talk about it's just that we have these different ways in which we can deliver it now and make it accessible to folks but these are guys that came back and were raising families were working really hard didn't have a lot of resources but have gone on to have their cpa practice or to raise you know families that just really feel very and feel a great deal of gratitude and they're the ones who have come to us with their story to say we think there should be a wmur chronicles story about the rule of new hampshire college and the manchester community and the mills and yes it's pretty you know so now to stand here as an alumni director to go it's so cool to see that our dna continues and it's not this thing we've invented that's always a part of who we've been i think it's very classy yeah absolutely is this your question well actually in your publication too and paul's letter he speaks to that you know the origin of the school and it always strikes me that the mission is exactly the same providing affordable access to higher education in whatever way it works for you no matter who you are so i think for any business is to really know what you what your core is about know who your audience is and to make that match as seamless as possible to kind of have that authentic you know forward moving kind of an experience so um so that storytelling is just we find it where we go out meet with folks like yourselves you know like just listening to you know trying to get to know more about you and what your experience looks like and coming through and what you know so you can bet that when you get your follow-up email from this event they'll be like so tell us you know you might have a few questions in there we might want you to answer to be able to share you know where fit for you and uh and what you want us to know about that i haven't heard a doll story from an alumni or student yeah everybody's been great are there any other questions and a quick question about the google keyword search you must have to start somewhere in order to kind of how do you start with those what are the trending phrases that's a really good question so i like to start there there are a lot of different approaches you can actually take today and i i do a lot of different things when i'm starting to look for that but one of the things that i my preferred way is to is to know that i'm looking for a topic in this general area sure so for us degrees online degrees psychology degrees whatever the type of degree may be we have lots of different types of degrees over 200 of them so i may find well i know that i'm i'm interested in something related to this so i'll take that specific term kind of a general broader term and i'll put it in the google keyword planner that tool and say what are all of the possibilities from this and it's going to throw out a lot of things i mean you're going to have thousands of possibilities that's going to give you right away but you can start reading through the first you know 10 15 100 if you want to just kind of go through and say this makes sense this makes sense this doesn't make sense at all and then just sort of going through and looking for the trends at that point you can start to see some trends emerging and you can pull those together and do another search and then it's sort of building on itself over time when you're finding you're starting very broadly and then you get more narrow and more narrow to see how many people you may find you found an area a topic area that tons of people are really interested in that you wouldn't have thought about before right there's plenty of those opportunities right so so i like to start there um i also look for there's a website again google trends and so you can you can go and google google trends and it will actually show you emerging things that are happening or um one really neat part is that it tells you even the time of year when there tends to be more interest in that so if you're if you're trying to get people to purchase something at a store you'll find that there are times and years when people are really interested in fitness equipment happens with january no surprise there but you'll find little little pockets of interest homecoming fall exactly so identifying those areas where if you don't already know that google trends can be really helpful for identifying it thank you thank you i'm happy to take any other questions later on too thank you awesome before we leave thank you both for being a part of this program we would love for you all to stay and mingle and network with each other i did want to give you just a few closing um remarks and that is that our next business indicators is going to be august 24th it's back in manchester we're actually unveiling our our sandbox collaborative so we're going to be joined by president paula blank and michelle weiss who is our director of the sandbox collaborative so we hope that you'll come and play in the sandbox a little bit with us and hear a little bit about the future of snhu and some of the different opportunities to work in the sandbox and and how they may be able to help you solve small and large scale problems within your business um yeah the sandbox collaborative is the coolest place you'll ever go to it's worth the ride it is it is a while it seriously is um and then also we want to invite you all to be continue to be involved with snhu in a way that makes sense for you one of those ways um would be to join our smooth fans new career advisory network it's an online platform that allows us to kind of self-select for students and mentors to to get together and you can answer questions that students may have in terms of their resume in terms of informational interviews in terms of career path how you got to where you are so if you're interested in sharing your experiences as a professional with the current students we would love to have you join that network and be a part of that so thank you again everyone for joining us and we hope that you'll continue enjoying the evening [Music] okay you

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