Key Takeaways:

Improves audience engagement You can trust the experts Saves time to focus on other priorities Helps establish a consistent brand voice Sets you apart from competitors Delivers personalization to your audience  Pairs with design and imagery

As a higher education institution, your digital content is often the first way potential students learn about you. Each of your online outlets, from your website to social media to newsletters, should include well-written, engaging copy that sparks interest.

If you’re not investing in copywriting services as part of your marketing strategy, it’s time to make it a priority. Great content will do wonders for your online presence and brand reputation. 

Here is an overview of why content is an important part of marketing and student engagement as well as seven key benefits of investing in copywriting.

Why is content so important?

Content marketing is becoming a crucial component of overall marketing strategies for higher ed institutions. People interact with a lot of online copy on a daily basis, from news to business websites to shopping platforms to social media. They see a lot of information, so you need to stand out.

When a prospect finds your information, you need to be sure you have a plan to entice them and inspire them to act. Great copywriting can help you do just that.

You need stellar copy for everything from emails to social posts to blogs to website content to advertisements. What’s more, you need to be sure that all of these moving parts reflect your brand voice and work in conjunction with your other campaigns. 

7 reasons you should invest in copywriting

Investing in copywriting services means you have a dedicated person or company behind your content. Here are seven reasons why it’s such a good idea.

1. Professional copywriting improves audience engagement

Great content excites people. It delivers something of value and sparks interest, so it’s impossible for someone not to click or read through. It delights the right audiences, so they’re intrigued to learn more and take the desired action on a page. Investing in copywriting services means you’re prioritizing these connections instead of missing out on opportunities to engage your target audience.

2. You can trust copy experts

Lots of brands depend on staff members to write content who may be more focused on other tasks. Good copywriting takes lots of knowledge about the English language — but it also takes expertise in SEO and marketing best practices. Working with an experienced copywriter means you can leave all these considerations in their hands. They’re experts in the world of words, and you’re much more likely to have error-free, engaging content for your online outlets. This helps you look more professional as an institution.

3. Saves time to focus on other priorities

You have a lot to worry about aside from copywriting, like marketing, sales, student engagement, staff management, and more. By leaving copywriting in the hands of professional writers, you free up time to focus on other important tasks for your college or university. Even though hiring out copywriting is an investment, it’s worth it in the end when you have better content, better ROI, and aren’t spending time worrying about it.

4. Helps you establish a consistent brand voice

Prospective students want to see consistency online. Your messaging and branding should stay the same across your channels. However, it can be a challenge to ensure that brand voice is the same when multiple people are working on the content. Hiring a copywriter or copywriting service ensures that your tone and style stay consistent, so you are even more recognizable to your audiences.

5. Professional copy sets you apart from competitors

Great web copy helps you stand out from competing schools. If a student is comparing two websites and one has content that speaks directly to their experience and is exciting and punchy, they’re going to instantly be more inspired by that website. Many schools may not be investing in copywriting, so make sure you’re giving it the attention it deserves and it will pay off.

6. Delivers personalization to your audience

The right approach to copywriting also considers your target audience persona. Who are you talking to? What do they care about? What kind of content resonates with them? When you know the answers to these questions, your copy will make a bigger impact. Hiring out your copywriting will allow copy experts to get to know your audience and craft excellent content that will make readers feel like you understand everything they’re going through. And that kind of copy will get you results.

7. Pairs with design and imagery

Your design and visual elements are key parts of your online presence that go beyond copy. Unless your words and images are working together, your readers could have a disjointed experience when interacting with your content. Investing in copywriting helps you have someone considering these exact scenarios. They can take your goals for both design and copy and ensure that everything stays consistent and effective on all your online channels. This means if someone interacts with you on social media, they won’t be surprised by what they find when they click through to your website. This consistency builds brand trust.

Why work with KWALL?

KWALL is committed to helping higher education institutions improve their web experiences and foster success. We are a full-service digital agency for higher ed web design and development. In our 12 years of experience, we’ve worked on hundreds of websites that improve clients’ online presence.

We offer full-build website redevelopment services as well as expertise in CMS systems, migrations, and integrations. We also help with research and discovery, design, content management, and compliance. We help organizations like yours increase student engagement with the right online experiences.