How to focus your higher ed content marketing
Here’s something I learned from Tony Sheridan, Senior Digital Campaigns Manager at KAUST:
Many teams have processes for “dealing” with content requests, but few channel them into defined content programmes. KAUST has a way of handling that.
Having identified three distinct content priorities for the University (faculty, students and graduation) each gets its own programme…
For example, anything related to faculty is directed to Faculty in Focus:
As a content series dedicated to exploring the University’s research, it:
1) Shares university expertise
2) Meets an audience need
3) Is consistent in publishing and style
Importantly, it builds a POV on the topics the University wants to be known for, rather than reacting to the needs of individuals.
Why this approach to content marketing works
The team isn’t led by content requests, it channels them, and a result Faculty in Focus has just shy of 1 million views… It’s among the University’s most successful content marketing initiatives.
According to CMI, 93% of enterprises that use content marketing, view their content as a strategic business asset. However, only four in ten have a centralised way of managing it.
Focus your efforts!
Your content is more likely to be seen.
