Podcast
Episode 30
Stop Chasing, Start Attracting: The Power of Inbound Marketing in Higher Ed

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Marcus Hanscom, an expert in higher ed marketing, to demystify inbound marketing and its impact on student engagement and enrollment. Many institutions focus on traditional advertising, but Marcus explains why inbound marketing - a strategy centered on attracting students through valuable, relevant content - is the key to long-term enrollment success.
From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.
Key Takeaways:
- Learn how inbound marketing differs from traditional marketing and why it’s a more effective long-term strategy.
- Discover how to develop an inbound marketing strategy in-house, even with limited resources.
- Hear why content marketing isn’t just about news and rankings—it’s about answering student questions at different stages of their decision-making journey.
- Find out how paid advertising and inbound marketing work together to create a more cost-effective, engagement-driven recruitment approach.
- Explore the role of AI in content creation—how to use it wisely and avoid SEO penalties for generic, AI-generated content.
- Understand why student personas and SEO research are critical to creating content that attracts the right students and drives conversions.
Whether you’re a college marketer, enrollment leader, or administrator, this episode will challenge how you think about student recruitment and show you how inbound marketing can work for your institution.
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The IMPACT Framework
At the heart of the podcast lies the IMPACT framework that answers a pivotal question: What is the role of marketing and communications in the success of community colleges? This framework answers it by showcasing how these domains are not peripheral but central to amplifying the success of the institution.