Like every market, the audience of college-bound high school seniors is responding to change and uncertainty with… more change and uncertainty. Very recent surveys show roughly a quarter of next year’s class feeling uncertain about whether they will attend their first choice college, attend a school closer to home, or delay college enrollment for a […]
College marketing and communications teams increasingly look to boost video teams and budgets. All well and good, but we should not overlook the enduring value and impact of your still image library. It’s easy to grow complacent and assume that last year’s photos will meet this year’s needs. It’s tempting to hire less qualified photographers, […]
The golden age of print magazines long ago expired (Time once reached 20 million readers a week at peak circulation). Still, writers, editors and photographers charged with producing a college or university magazine juggle the same risk/reward choices as their predecessors when it comes to creating memorable cover art. Whether your college magazine comes in […]
The primary goal of digital content marketing is to earn attention and grow brand reputation by providing valuable content – that informs, persuades, engages and delights prospects and customers. However, delivering on this goal has turned into an all-out arms race, with three distinct generations of content marketing. First Generation: Core Content In the […]
Creating a well-thought-out content release plan can help you get the most exposure for your content marketing efforts and ensure that your hard work pays off.
Thought leaders are created through persistent leaning into critical issues with a distinct point of view and expertise. Here are our guidelines for positioning yourself as a thought leader using blogging and social media: Goals Build your personal or institutional reputation as a thought leader in your core expertise. Create a readership that engages with […]
Former Indiana University basketball coach Bobby Knight famously said to an audience of newspaper reporters, “All of us learn to write in the second grade. Most of us go on to greater things.” Part joke, part poisoned-tipped joust, the heralded Knight voiced an ambivalence about writing and writers that lingers within many college marketing departments […]
In numerous cases, we as marketers ask those we are marketing to become the voice of the company or institution they represent. Their stories give meaning in a deeply personal way. And, in many cases, we ask those that give voice to the story to be photographed to represent their story. Nine times out of […]
Are you still debating whether blogging is beneficial or not? Here are four reasons why blogging matters for inbound marketing strategy.
I enjoyed a rare two-hour sit down recently with an entire marketing and communications team at a major university — and we never once talked about story. They, like many of you, spoke of feeling beleaguered by the demands of an unending news cycle, a tumbleweed website and the torture drip of “next in line” requests […]