41 examples of universities using content marketing for branding and recruitment

I fell in love with content marketing in 2013 when I first listened to P&R’s This Old Marketing podcast.

I can’t remember what was discussed in that first episode, but I’ve never missed one since. Each week I learn something new and recommend it to others. It’s content marketing in motion.

Over the years, I’ve seen universities use content marketing strategies to varying degrees. Some throw out one hit wonders, while others make it a core part of their business.

For me, a true content marketing strategy will always be about building an audience. You want people who look forward to hearing from you - same time, same place - and be no.1 for a topic or subject area in your niche. Only then will you start seeing return.

Lots of universities know how to build high quality content, but less are building audiences for long term value, especially on university-owned platforms.

What use are your 100,000 Facebook followers if you have to pay to reach them?

Examples of university content marketing

Every fortnight, I share examples of what universities are doing - this list pulls together the most viewed posts by education marketer subscribers.

Key takeaway: The bar is rising and it’s getting harder to stand out.

The best universities are thinking big (see UAL) or completely redesigning platforms to fit their content marketing aspirations (see University of Derby).

But there are still untapped opportunities. Here’s 41 examples that are proving popular.

University of Swansea - Memorandum of Banter

Swansea University signed a Memorandum of Banter with Bantshire. 60 commemorative mugs were sold within 24 hours. Example of what content can move, given the right partnership. Look

University of the Arts London - Graduate Showcase

University of the Arts London deserves an award for its degree show coverage. Smart search functionality, thorough content categorisation and a UX that makes even the most minimalist content efforts appear strong. Fair play to UAL’s digital team. Use this as a blueprint for your own degree show sites. Look

University of Lincoln - What your university experience will look like

University of Lincoln did a great job showing its students what autumn term would look like during the pandemic last year. The video is simply titled: “What will my university experience look like?” and 7,500 views don’t lie - every university should have videos that answer popular questions, especially when there’s a lot of people waiting for the answer. Look

University of Nottingham - Travelling to Nottingham from abroad during COVID-19

University of Nottingham took a personal approach to showing international students what to expect when travelling during the pandemic. Good example of what you can pull off when you only have mobile footage to work with. Look

The University of Central Florida - Armor up

The University of Central Florida asks its knights (students) to "armor up" against Covid-19. This campaign has it all: branded masks, a slowly building soundtrack, and some dude screaming at the camera at 0:13. It may feel over-egged, but I admire how it takes safety advice and wraps it up in a community-driven pledge. A powerful way to leverage your community for marketing. Look

Swansea University - Isolation pack

Swansea University shows unis how the student isolation pack should be done, and at the same time cleans up on TikTok. Lesson: Do something remarkable and your students will share it. Look

Stanford University - Doorbell Camera

Stanford University got a viral tweet when one of its professors was awarded a Nobel Prize in the middle of the night. The moment was caught on an Amazon Ring doorbell. This isn’t something that can be manufactured, but it has the right ingredients for content that moves: Intriguing format, emotional relevance and remarkability. Look

University of Missouri - Meet the Moment

The University of Missouri has gone deep on its "post-pandemic" narrative and blends safety information with a sense of purpose. Its branded face masks look great too, which surprised me. Ideal for getting people to wear them and having its community look out for each other. Look

University of Derby - Derby on Demand

I signed up to University of Derby’s “Derby on-demand” expecting an embedded YouTube video and a link off to an archived live chat, but I got a stream of tailored content on a purpose-built platform. Damn impressive. This is the benchmark for the sector and is a tough act to replicate. One to watch as we make the transition from virtual to hybrid events. Look

RWTH Aachen University - World’s smallest ad

RWTH Aachen University created the world's smallest advert. Did you? Read

Imperial College London - Six months on the front line

At the height of pandemic (pre-vaccine) Imperial College London charted its “six months on the front line” against Covid-19. Good use of visual long-form copy and a solid way of saying “we’ve done a lot this year”. Look

Aston Students’ Union - “Class of Covid”

Aston Students’ Union’s new “Class of Covid” wall art captures the tropes of uni lockdown and doesn’t take itself too seriously. Students are tired, graduates are out of work, both are numb to the “you are the generation to rise from the pandemic” stock message. Sometimes, all you need is to see someone using a degree certificate to fight off a virus the size of a dog. Look

Seattle Pacific University - Christmas Concert

I’m in awe of the lengths Seattle Pacific University went to digitally reimagine its Christmas concert. It’s broadcast quality. Three weeks filming well spent and I imagine they will do it again this year. Look

University of Michigan - Toddler gets social media team iPad

A toddler got hold of the University of Michigan’s social media iPad resulting in the digital equivalent of wall scribbles. The university’s social media team are left with one question: Why don’t their tweets perform as well as the toddler’s? Look

University of Ohio - Holiday Bobcat

Not sure being stuck in a room with the Ohio bobcat is a gift or curse (it's those eyes) but the quality of the University's "12 Gifts of Ohio" is stand out. A cooking show, pictures of the campus cat, a downloadable colouring book and a calming hour with a branded fireplace - there are some nice ideas here. Look

University of Glasgow - Auld Lang Syne by Team UofG

University of Glasgow wins the award for best holiday post. Split-screen videos sometimes remind me of the early noughties, but it's fine when 68 members of your community are singing Auld Lang Syne. I doubt they got this quality audio through Teams, but the sentiment is strong and fits #TeamUofG like a glove. Look

University of York - The Best

The University of York nailed it with their food deliveries to students staying in halls over Christmas. Ordering Morrisons’ own “The Best” label won’t have been cheap, but it’s worth the recognition from the uni’s campus community. Look

Open University - 50 years celebrations

The Open University kicks off its 50 years celebrations with some archive footage of its launch on BBC Two. The analogue imperfections make it - you can actually see where someone taped over something at 0:27. Look

University of Iowa - Hear from Hawkeyes

University of Iowa’s student profile series “Hear from Hawkeyes” is a refreshing take on the format. Shot vertically and less than 20 seconds each, the videos focus on a theme as well as a student. You wouldn’t expect to get much from them, but you leave feeling interested and having a sense of what Iowa is about. Look

Flinders University - Flinders Village

In what are traditionally dry presentations, Flinders University does a great job of showing off its estates plan. It’s bright, bold and a great ad for the University, but still gets across key info about buildings. Bookmark this. Look

McGill University - Made By McGill

24 years on and echoes from Apple’s 1997 Think Different ad can still be heard in advertising. McGill University’s take on Think Different (Made By) is a solid example. As an aside, I swear the first three seconds of the backing track are taken from The Dark Knight. Look

University of Alberta - AI4Society

University of Alberta is going hard on its new podcast AI4Society. It works on a number of levels 1) AI is a niche topic so is more likely to find a smaller but engaged audience 2) artwork and production quality are on point and 3) AI is one of the University's research pillars. The whole thing feels like a good fit. Read

Lancaster University - Covid-19 vaccine nasal spray

Lancaster University did the LinkedIn equivalent of a mic drop with its post about engineering a Covid vaccine nasal spray. It’s possibly the most engaged with “press release post” I’ve ever seen. Look

Benedictine College - Made for Greatness

Benedictine College shows us what is possible when you throw £20K at a student profile video - I may or may not be out by a few thousand there… Beautifully shot with a strong story running through it and the pacing is bang on too. If your shot on iPhone profile is one end of the spectrum, this is the other. Look

London School of Economics - For the World

LSE has done a great job pulling together its research stories. Research content is usually a nightmare to categorise but there is a good blend here between “front window” and curated themes. One to take inspiration from. Read

Lancaster University - Always-on virtual events

Looks like Lancaster University has shifted to an “always-on” webinar programme. I like this approach. Nice complement to your do or die virtual open days 5 times a year. Look

Regent’s University London’s - The Regent’s Difference

Regent’s University London’s “The Regent’s Difference” (any mistakes with apostrophes are on purpose actually) is a solid hero video. The cinematography is stunning, maintains the brand and works well as part of the uni’s homepage pitch. It’s on Vimeo too if you still need convincing of its quality. Look

UNSW Sydney’s - Virtual Tour

UNSW Sydney’s virtual tour uses student guides to create memorable moments. Some make suggestions about what to do while on campus. Others tell a story about a landmark or the best place to get Nutella donuts. Yes, facilities are cool, but your visitors are more likely to remember anecdotes than a list of features. Look

University of York’s - The Choice is York

University of York’s “the choice is York” campaign has the expected hero video, but the real substance is found in its supporting student stories. The format is simple and is carried by a conversational student voice - yes, Adam talks about great teaching, but he also alludes to snippets of life outside lectures that you won’t find on the University’s website. Look

Boston University - BU Today

Boston University’s website feels more like a publication than a standard HE affair. Student activism is front and centre, as is the university’s publication BU Today, covering campus news, research impact and student stories. Better than your typical about page and you leave knowing what the university wants to be famous for. Look

University of Limerick - TikTok

University of Limerick is the undisputed champion of university TikTok. I recommend “Wolfie kicks the Earth” and “Wolfie bats the Sterling Squirrel into orbit”. The best part is the evolution of the channel. It starts out glossy - agency style with stats and rankings - and you can see the exact moment a TikToker picks it up and goes “no, we’re not doing it like that anymore…” Look

Harvard University - Website as publication

Harvard University has turned up the volume on its content marketing strategy. The Harvard Gazette has always been a big hitter, but now the University is handing its homepage over to the topics it wants to be famous for. Brilliant. Look

Abertay University - Minecraft Campus

Abertay University has built its campus in Minecraft… YESSSSSS. Created by 9 masters students, it’s the level of user-generated content no ambassador programme could replicate. The model is so good that Abertay promotes it alongside its virtual open day. Look

Rochester Institute of Technology - Faces of RIT

Rochester Institute of Technology has gone a bit extra with 50 vertical videos on a single page. The quality of each piece is on point but WOW. If you’re a mobile user, you’re going to be waiting a week for this page to load and a year to scroll to the end. Look

University of Toronto - Meet U of T

University of Toronto has a student video series that prioritises backstory and personality. My favourite is the dude setting out to major in Law, but who clearly wants to be making movies instead. Look

Aalto University - Game Changes

Aalto University’s “Game Changes” campaign features over 70 (😲) short student videos, each student sharing a personal subject philosophy. Stylistically and creatively, these pieces are incredibly strong. The playlist format makes them easy to watch too. It’s probably the first example of a university YouTube playlist where I’ve felt compelled to watch because I was genuinely engaged. Look

ETH Zürich - Of Course it’s for Girls

ETH Zürich’s “Of course it’s for girls” is a solid collaboration between the University’s marketing and outreach teams. The video unpacks a STEM outreach project - introducing the participants, the facilitators and gives an up-close view of the grassroots work being done at the University. The content’s strong sense of purpose and believable storytelling is stand-out, but the format is still entirely within reach of most university marketing departments. Would be good to see more stuff like this. Look

University of Gloucestershire - Digital Prospectus

When I heard that University of Gloucestershire was working on a “digital prospectus”, I instinctively reached for my red flag - however, I think I’ve been converted. By dumping its printed prospectus, the University has given students the chance to build their own digital hub. Select your subject area and course of interest; the site returns a customised page, detailing your campus, accommodation and course summaries… Beats having to upload an “interactive PDF” as a flipbook. Look

Nottingham Trent University - Events and Opportunities Calender

Nottingham Trent University’s “events and opportunities” calendar is a one-stop shop for wellbeing support. Challenge: You’ve got loads of departments with “wellbeing” in their remit - how do you ensure students know where to find the latest events? Solution: Use tech that is widely understood (a shared Google calendar) and embed it on your website. Result: Thousands of monthly page views and a surprisingly high number of event bookings. You are missing a trick by only promoting your events on social. Have a central hub. Look

University of Oregon - Graduation Livestream

University of Oregon churned out a studio-quality livestream for its graduation ceremonies this year. It’s what you would expect - student speeches and senior academics dusting off their keynotes, but the mix of live and pre-recorded video helps deliver pace and variety. The humour lands too. Even the awkward dancing bit at the end feels thought-out. Look

University of Brighton - Inside Guide, Our City Tour

University of Brighton is pushing a new series of student-generated video content. One that stands out is “Our tour of Brighton’s best student spots” featuring two students cycling around the city while addressing anxieties of remote learning/being on campus. The challenge for any university is not only picking the right topics, but finding student talent that can deliver engaging content. This is a good benchmark if you want your student videos to have a seat at the table. Look