Why you don’t need another content calendar
“We need a content calendar!”
No, you don't.
You need consistent content initiatives that are embedded in University objectives. What do you want to be *known* for?
Your content team shouldn't have to design a comms plan for every campus event that comes across their desk. It’s wasteful. It’s stressful. It doesn’t help you communicate what your institution represents.
Yesterday, I watched as hundreds of institutions put out content about World Mental Health Day.
Most of them had shown little to no interest in the topic before.
And I imagine a handful of teams had to change their plans last minute to make sure they were “part of the conversation.”
Don’t be part of the conversation. Lead the conversation.
You care about mental health? Great! Let’s turn that into a consistent content initiative that delivers all year round.
Students will notice that. It will resonate. They may even choose your institution because of it.
Be deliberate with the content you put out into the world.
Otherwise, you might as well say nothing at all.
