The above video interview is from Internet Week in NYC.
Many marketers are reporting an increasingly hard time with the hard sell. To address this element of the evolving consumer landscape, Vice President Website & Social Media, Brian Mayer, describes University of Phoenix’s transition to content marketing.
Associated by many with its direct response marketing leveraging affiliate channels and heavy display advertising, the institution has been good at delivering advertising when prospective students are specifically searching for online degree programs. Now, it’s attempting to introduce itself to searchers higher up in their consideration set, by providing information about their industries of interest to help inform their career choices.
University of Phoenix is leveraging a community of faculty, alumni and other experienced contributors working on its behalf to provide relevant, valuable information. Rather than the first touchpoint being a display or affiliate ad, it can be information about industries that career seekers are hoping to enter.
According to Mayer, the process of increasing the discovery of this new content combines SEO, content syndication services and social media, such as Facebook and Twitter. Themed content, such as articles and points of pride for students, is published three to four times a day on Facebook.
In process now, says Mayer, is encapsulating article, blog, video and other content into an online magazine format.