Content Topics to Consider for Each Enrollment Funnel Stage

Is your enrollment funnel less full than you'd like? 

Looking for ideas on how to fill your funnel with top-notch content? No problem, we did the thinking for you.

In this blog post, we'll begin by breaking down the enrollment funnel stages, and then jump into content ideas (for your website, blog, emails, social media, and more) for each stage in the student’s journey, plus different student segments to consider creating content for.

Enrollment Funnel Example Framework

It's important to understand the higher education enrollment funnel so you can identify any gaps in your content strategy, and put yourself in the students' shoes so you can create content that resonates.

There are multiple variations of the enrollment funnel. Here we outline the most common one.

We’ve divided the funnel into three funnel groups (top, middle, and bottom) and six funnel stages.

Top of the Funnel (TOFU)

Students at the top of the funnel have identified higher education as a potential post-high school plan. TOFU students are leads.

Prospects are currently in your database at this stage. They likely have interacted with your institution in a light-touch way, whether through college fairs, your website, etc. Or, your institution may have gathered their name from a referral source or a list.

Inquiries are students who have taken their relationship with your institution a step further. This could mean signing up to receive some sort of communication from you, whether that’s an email newsletter, following on social media, or similar actions. At this stage, institutions are encouraging students to take a variety of actions, from scheduling college tours to talking to their admissions point of contact on campus.

Key Stats to Track: Keyword ranking, click-through rates, open rates

Middle of the Funnel (MOFU)

Students in the middle of the funnel have built a college list and are starting to apply to colleges on that list. MOFU students may be considered Marketing Qualified Leads.

Applicants have applied to your institution (and others). They may start sitting in on a class in their preferred study area at your institution at this stage or are ironing out financial aid.

Admits have received an acceptance letter from your college. They may have the opportunity to meet fellow students and more faculty and staff at this stage or start thinking about pre-college events.

Key Stats to Track: Follow to application rate (on each marketing channel)

Top of the Funnel (BOFU)

When students reach the bottom of the funnel, they start to take serious action in response to their acceptance letter. TOFU students may be considered Customers.

Deposits include students and families who put down their deposits. 

Enrolls are beginning orientation and starting to enroll in classes. 

Key Stats to Track: Yield and melt

Content Topics for the Enrollment Funnel Stages

Content can help students progress through every stage in the enrollment funnel. The more personalized and helpful you can make that content, the better. 

These topic ideas can be used on multiple channels, from your website or blog to social media to email marketing to tools like Scoir.

Content Ideas for Students and Parents/Guardians at the Top of the Funnel

Prospects and Inquiries

• A Glimpse Into Campus Life at [Your Institution]
• The Top 10 Academic Programs at [Your Institution]
• The Most Popular Student Programs at [Your Institution]
• A History of Athletics at [Your Institution]
• Pre-College Program Opportunities for Students Like You
• The Top 5 Most Unique Campus Organizations and Clubs at [Your Institution]
• Upcoming Events at [Your Institution] and How to Make the Most of Them
• What to Expect at a Campus Tour at [Your Institution]
• How to Prepare for a Campus Tour
• How [Your Institution] Helps Students Prepare for a Great Career
• How to Choose the Right College for You
• Benefits of Going to College in a Rural/Suburban/Urban Area
• 5 Words That Describe [Your Institution]’s Culture
• Humans of [Your Institution]
• Why You Should Consider Adding [Your Institution] to Your College List

Content Ideas for Students and Parents/Guardians in the Middle of the Funnel

Applicants

• Your Guide to the Application Process at [Your Institution]
• Step-by-Step Guide to the FAFSA and Financial Aid for Applicants to [Your Institution]
• Professor/Faculty Spotlight
• Everything You Need to Know About Applying to [Your Institution]
• The Best Study Abroad Programs at [Your Institution]
• Why You Should Consider Studying Abroad

Admits

• Pre-College Programs to Consider at [Your Institution]
• Rising Freshman College Checklist
• What It’s Like to Sit in on a College Class
• How to Excel During Your First Semester at College
• How to Build Relationships with Professors and Faculty (And Why You Should)
• How to Prioritize Your Well-Being in College
• Adapting to the College Life
• How to Choose a Major and Minor (With a List of Your Options at [Your Institution])
  
  

Content Ideas for Students and Parents/Guardians at the Bottom of the Funnel

Deposits

• Getting Ready for Your First Day at [Your Institution]
• Our Top Tips on Purchasing Books and Other Class Materials on a Budget
• Dorms and Campus Living 101 at [Your Institution]
• The Ultimate College Packing List
• How to Get Involved in Campus Organizations and Clubs at [Your Institution]
• How to Connect with Our Alumni Network
• You’re Accepted! Now What?
• College Cost Comparison Tool
• Student Success Stories

Enrolls

• How to Sign Up for College Classes the First Time
• How Signing Up for College Classes Works
• Your Guide to the First Day of College
• Interactive [Your Institution] Campus Map
• All About [Your Institution] Campus Transportation
• Orientation Tips for New Students
• Campus Support Services to Know About
• How to Make the Most of Your Time at [Your Institution]
  
  

Segmenting Your Audience

Writing niche content for different student and parent/guardian segments can improve relevancy and qualified traffic to your site and channels. 

Here are some ways you can segment your audiences (other than by their stage in the enrollment funnel).

Academic Interests

Be sure to highlight how your school shines in each academic department or school.

• Business
• STEM
• The arts
• Social sciences
• Humanities

Geographic Location

Students from different locations may have different needs and college preferences. 

• In-state
• Out of state
• International
• Rural
• City
• Suburb

Demographics

Things like...

• First-generation status
• Age
• Gender
• Ethnicity
• Military-affiliated
• Financial need
• Level of parent involvement
• Alumni affiliation
• Single parents
• Non-native English speakers

Behaviors and Prefered Communication Channels

Segment your audience based on how they're currently interacting with your content.

• Website engagement
• Event attendance
• Email or SMS message open rates
• Social media engagement 

Psychographic Interests and Motivations

What do students value, and how can your institution help them expand on their values and grow?

• Volunteering
• Career-oriented
• Research focused
• Socially-driven
• Leadership
• Performing (theater, public speaking, etc.)

Looking for more inspiration to fuel your enrollment funnel? Check out these articles for helpful info for enrollment marketers and college admissions staff:

• A Guide on Inbound Marketing for Admissions
• 7 College Enrollment Marketing Tools for Your 2024-2025 Strategy
• How to Convince Your Team to Add Scoir to Your Recruitment Strategy
• Premium Presence: A New Way to Recruit Students

This article was originally published on April 26, 2024. It was updated on October 24, 2024 for accuracy and comprehensiveness.