CONTENT MARKETING AND ADVERTISING OF UNIVERSITY PRODUCTS AND SERVICES: THE CASE OF IGNATIUS AJURU UNIVERSITY

Abstract

This paper examines the usefulness of content marketing in marketing the varied products and services of universities such as Ignatius Ajuru University of Education, Nigeria in the face of failing traditional advertising. In doing this, literature review with theoretical analysis was employed. Further, the concept of content marketing as well as theoretical perspectives for its explanation were discussed, whilst identifying three schools of thought regarding content marketing theories: the 5As of content marketing mix proponents, the blink decision based on the content proponents and the combination of psychology and behavioral theories proponents. The process of application of content marketing in advertising the university products and services that could lead to increase in sales and business value was conceptualized to include a six (6) stage processes: marketing strategy, content marketing strategy development, content marketing channels, content marketing tools selection as well as content marketing strategy evaluation among others. All of these when effectively implemented leads to overall increase in sales of the university products and services as against the use of traditional advertising methods. The implication of this is that with traditional advertising sales and business volume reduces when compared with content marketing in the wake of digitalization of virtually everything ranging from services to products, as such, organization (including institutions) not embracing content marketing does not only miss out but will not be able to compete in the long term.