Blending Organic and Paid Content on LinkedIn

Blending Organic and Paid Content on LinkedIn

A recent blog post by Michael Rossini, Associate Director of Paid Media & Performance Marketing at National University, highlights the power of blending organic and paid content on LinkedIn to effectively engage prospective students and drive enrollment.

Organic content, which is shared for free on LinkedIn, fosters trust and credibility by establishing a brand's presence and fostering meaningful connections with potential students. Paid media, on the other hand, amplifies the reach of organic content, ensuring that it reaches a wider audience and generates more engagement.

Rossini emphasizes three key takeaways for higher education marketers seeking to optimize their LinkedIn strategies:

  1. Break down silos: Treat organic and paid media as complementary tools, rather than separate entities. Align your content strategy with the student journey, tailoring messaging to specific stages of the decision-making process.
  2. Harness the power of storytelling: Showcase student success stories, highlight faculty expertise, and connect classroom learning to real-world applications. Provide value to prospective students by bridging the gap between theory and practice.
  3. Embrace data-driven decision-making: Measure the impact of your organic and paid efforts collectively. Track engagement rates, lead scores, and conversion rates to assess the effectiveness of your strategies.

The combination of organic and paid media on LinkedIn presents a powerful opportunity for higher education marketers to engage prospective students, build relationships, and ultimately drive enrollment. By implementing these strategies, universities can effectively navigate the competitive landscape of higher education marketing and attract top talent.


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