How HCI College Expanded Their Audience Reach Through Effective and Consistent Content

Executive Summary

A website is an important gateway to resources for any school and is often the first place potential students go to to find critical information about the institution. A website that isn’t easily accessible and content that doesn’t reflect the quality needed as an educational institution can translate into missed opportunities and poor enrollment rates.

HCI College’s goal was to establish a healthy online presence that delivered clear information and optimized page content to boost their visibility among their core market. This proved difficult when they were unable to consistently produce content for their institution.

LeadsPanda was tapped by SEM Management (HCI College’s marketing agency) to help:

Write engaging content for a very specific target audience

Develop a strategy to establish clear messaging and communicate competence

Effectively tell the school’s compelling story through their programs and people

About HCI College

HCI College is dedicated to providing education and training to students in a variety of areas within the healthcare and technical fields, and to prepare them to serve the community through employment in their chosen field. In addition to offering general education, HCI College offers career training programs in:

Emergency Medical Services
Emergency Medical Technician
Medical Assisting
Nursing
Paramedic
Veterinary Assisting

CHALLENGES

Blogs were not centered on specific and engaging topics relevant to healthcare and technical fields
HCI College served a very niche audience. The school catered to students pursuing specific jobs in healthcare and technical fields and needed topics to garner the interest and confidence of prospective students.
Difficulty in defining a clear direction for content to serve their audience
HCI College needed to build a strategy for content demonstrating their expertise in medical and technical fields while still being fresh and relatable to incoming student prospects. This lack of planning made it hard to identify a clear content direction for the college.
Limited ability to interest and engage audiences
While HCI College is a long-standing institution with a rich repository of compelling stories to tell, their content marketing material was not compelling and attractive for new audiences.

“We decided to try LeadsPanda after our writer quit. LeadsPanda delivered weekly blogs with well thought out content. On time delivery, and consistent supply of new content helped us boost our content marketing results. I would recommend LeadsPanda to other content marketers.”

Sharon Munoz

Marketing Manager,
SEM Management Group

HOW LEADSPANDA HELPED

Developed niche content for HCI College’s target audience
After the schools’ contracted writer left, HCI was unable to produce regular content. This made it difficult for them to impart important information about their institution or rank well on search engines. LeadsPanda ensured that content was created around meaningful topics and consistently published following the SEO best practices.
Created a content strategy to establish clear messaging and strategic direction for the blog
LeadsPanda stepped in to develop clear objectives and a plan that would bridge the gap between creating highly specific, technical content to support the schools’ expertise and credibility and more general, informative material that would cater to prospects. This helped boost interest and engagement on the HCI site.
Incorporated the institution’s history and experience in healthcare and tech to create compelling stories at the core of content creation
As an established institution, HCI had a rich repository of stories that highlight its core advantages in the field of healthcare and technical education that wasn’t being tapped. LeadsPanda helped bring these stories to light through effective content that was interesting and relatable to students.

“Working with LeadsPanda meant we could have consistently new content that met the requirements of the school while still being compelling and engaging to readers.”

Sharon Munoz

Marketing Manager,
SEM Management Group

RESULTS

After HCI lost a key part of their content team, LeadsPanda developed a strategic approach to content development that helped HCI communicate the school’s extensive expertise. LeadsPanda then created content that ensured a consistent stream of information was readily available to prospects and other industry users, and that the material was optimized for search engines for better visibility. LeadsPanda helped HCI tell their rich history and background through their content to help build interest and confidence in the institution.