Everyone’s using the term “content marketing” to describe content that educates, informs and inspires readers. It’s created by marketers for marketing purposes, unlike content that is created by traditional news outlets and publishers. Content marketing achieves many goals for higher institutions, including increased brand awareness, expanded reach and enhanced trust and credibility.

As you work to create a killer content marketing strategy for your college, here are three questions I recommend analyzing.

1. What types of content should you be producing?

Content is more than text-based blogs and news articles. It includes videos, podcasts, infographics, memes, etc. Aim for a diverse blend of content to keep your strategy alive and catering to all personas. Parents and alumni may prefer research-heavy content whereas prospective students tend to enjoy less text and more visuals.

Longer content topics can be split up into lighter content, which helps create more content for your audience to consume. You might use an infographic to highlight key findings, a short video to discuss one of your programs and a podcast to interview current students. Although you’re using content to promote your institution, it shouldn’t feel that way. Everything should be meaningful and relevant.

2. Who should be writing your content?

This is a great question. The truth is that everyone should be writing your content! It’s possible that some of your content might come from your marketing department or ad agency. This content is usually published according to schedule, helping your institution stay relevant and reaching its goals.

Also consider some of the other people who can help fill your blog with helpful, insightful information. For example, faculty members can share their experience with teaching and research projects. Students can write about their time on campus and the activities they participate in. Administrators usually have information on new programs, plans and initiatives.

3. Where should your content be published?

Creating content is a big role in itself, but you can’t overlook your distribution strategy. Posting content to your social media channels is a great start, but you should also be promoting it to keep your school front and center.

First, include SEO keywords in your content to help it appear in Google searches. Your SEO team should be able to help with this. Second, identify the channels your audience is most active on and start posting your content here. Examples include:

  • Your blog or website

  • Social media (Facebook, Twitter, LinkedIn)

  • Printed newsletters/magazines

  • SlideShare presentation

  • YouTube channel

  • Guest posts

  • Email list

  • Forums

Content marketing is an extremely cost effective way to meet your goals. All it requires is your time, unless you choose to pay someone to write your content for you. Otherwise, you can ask people from all areas of your institution to share their experiences and post them to your website and social channels for expanded reach.