Workshop 03

Content marketing: How to succeed in international student recruitment (SOLD OUT)

  • Tuesday 26 Sept
  • Port 1C, Level 2, Rotterdam Ahoy
  • Level: Intermediate
  • €319 (€419 for non-members)

A thoroughly developed content strategy can help your university to meet prospective students’ needs and expectations, reach international student recruitment goals and foster your brand. Beyond buzzwords, developing content marketing in higher education helps you to understand the typical human behaviour along the student recruitment funnel, create valuable content answering students’ needs and questions, and understand motivational factors among students. This workshop will outline how content marketing, which comprises a set of integrated tools between related areas of activity, can position your university as a trustworthy institution in international recruitment.


At the end of this workshop, you’ll be able to:

  • understand the benefits of a content strategy;
  • understand the key success factors for developing your content strategy;
  • find creativity and inspiration;
  • learn how to use specific tools and techniques in student-centred content marketing, such as personas and student journey mapping.

This workshop is targeted at marketing professionals and anyone working in student recruitment in HEIs with a basic understanding of content marketing who want to successfully execute a content strategy to support their goals. Conference participants who want to obtain an in-depth know-how and confidence to applying the tools taught will also benefit from the workshop.


  • Marketing and admissions
    • Marketing and recruitment


  • Joanna Kumpula, 
    Tampere University, Finland
  • Herwig Dämon, 
    University of St.Gallen, Switzerland