Dukes Education Content Plan // Hero, Hub & Help
Since 1999, Dukes Education Group has delivered high-quality education and admissions guidance for students of all ages, helping them develop academic excellence and gain entrance to top independent schools and leading international universities.
We were asked to establish a suite of content to engage and communicate the values and pathways the group offers to prospective Dukes Education clients. The first film was a hero video created to communicate the core values and mission of the Dukes Education Group.
Both hero and help content is about finding a new audience – either through big bold ads or by being there when a searcher has a query.
Hub content is aimed at audiences who already know about you, perhaps because they’ve seen your hero content, or they live locally, or they’ve subscribed to your updates. They actively want to receive engaging content from you on a regular basis, as long as it’s relevant to their stage in the customer journey.
Hub content is normally deeper under the surface than hero content. It might be the second video prospective students watch as they search your courses, or video links you send to your email database.
It’s push content that deepens your relationship with prospective students, and maintaining that interest and engagement over time. Hub content helps you keep prospective students warm and convert to enrolments.
Second in this series of Dukes Education tips films was this piece of 'help' content, created for one of the frequently asked questions related to the Dukes Education pathways.
Most of the time, help content sits ready for when your target audience seeks it out, perhaps on the FAQs page of your website, or – if it’s got wide appeal – you can push it out through your social channels, just like these bitesize how-to videos from Buzzfeed. If it’s a seasonal, timely or newsworthy piece of content, you may want to actively put some paid advertising behind it at relevant times of year. If it’s really useful and well executed, you may also scoop some ‘earned’ distribution, through shares, media coverage and links to it by influencers.