getmintent.com He explained by using Google Analytics alone, Laurentian could see the bulk of their website’s trac (67%) was coming from organic searches. However, 95% of the keywords used in that organic search trac were unknown. He wanted to know which keywords his customers were using and how he could shape their content to align with their customer’s search terms . He understood that he needed to shape his content to fit the student’s journey, rather than trying to change the student to fit their process. Laurentian is not alone in asking these questions. Marketers and communicators across many dierent higher education organizations aren’t leveraging data for content planning. As Laurentian University recently underwent a redesign of their website and had invested funds in

Join for free to read