Enhancing higher education marketing with strategic branded content

In the highly competitive arena of higher education, business schools are constantly exploring innovative marketing strategies to attract prospective students. According to insights from SimpsonScarborough, a marketing agency specializing in this sector, business schools allocate between 380 and 550 euros annually per enrolled student for marketing purposes.

“By using a less invasive advertising medium such as Branded Content, business schools can tell their own stories, define and develop their brand and get into the minds of prospective students,” explains Juan Luis Fuentes, Getfluence’s Sales Director in Spain.

It is thought there is a competitive higher education market, where business schools must create compelling content that matters to prospective students and speaks to the school’s distinctiveness. Therefore, when it is done in the right way, branded content could delivers very good results.

What is Branded Content?

Branded content is a marketing technique that involves creating content closely linked to a brand, allowing it to express its brand values in a subtle yet impactful way. This form of content is not overtly promotional but instead focuses on building brand affinity and engagement through storytelling that resonates with the target audience’s interests and values.

Branded Content vs. Content Marketing

While branded content and content marketing both involve the creation of content to support marketing efforts, they differ in their core objectives and execution. Content marketing focuses more broadly on distributing relevant and valuable content to attract and retain a clearly defined audience, ultimately driving profitable customer action. In contrast, branded content is typically more focused on building a brand’s identity through unique, engaging stories that may not directly promote the brand’s products or services but enhance its overall image and appeal.

Branded Content as support

Branded content stands out as a pivotal support strategy in marketing for higher education. By collaborating with influential media outlets and leveraging sponsored articles crafted by esteemed editors, business schools can engage more effectively with their target audience. This approach not only ensures content authenticity but also enhances engagement, deriving from credible and neutral sources.

MSc Brand Management & Creativity

The MSc in Brand Management and Creativity at TBS Education – Barcelona, exemplifies the application of such innovative marketing tactics in its curriculum. The program is designed for aspiring marketing professionals and brand managers, providing them with deep insights into strategic brand management, creative marketing solutions, and consumer behavior analysis. This master’s degree integrates theoretical knowledge with practical applications, preparing students to excel in dynamic marketing environments.

Through a curriculum enriched with case studies, real-life projects, and professional collaborations, students learn to harness creativity and strategic thinking to craft impactful brand narratives. This approach not only aligns with the evolving demands of the marketing industry but also positions TBS Education as a leader in cultivating marketing professionals who are adept at navigating the complexities of brand management.