A winning content strategy is one which gives your audience exactly what they’re looking for when they are looking for it - we all know this, it’s not a secret. But how do you know if you’ve got one? Your audience are prospective students. Again, not a secret. But it’s the ‘when’ part of this that becomes a bit more interesting. Can you genuinely say that you know when your audience is looking for what they need? Just like Stanley Kubrick did with his groundbreaking film ‘2001: A Space Odyssey’, let us take you on a journey to give you an unprecedented exploration into when students are engaging with online content and a futuristic, accurate detailing of what they are looking at in particular. We will lift the lid on how students are engaging online and how this insight can be used to improve the performance of university websites, properly and effectively measure the performance of your content, create personalised content journeys and drive an increase in conversions. Takeaways from the session: (1) Detailing the power of your website content and how to use it differently at every single stage of the student recruitment process through understanding user behaviour. (2) Using personalised content to create and continue a data-informed dialogue, away from your website and into further comms. (3) Personalisation in action - practical tips to how you can use engagement data to show applicants that you truly get them and yours is a university to which they can belong.