Insights from the Higher Ed Experts

BY Anthony Campisi | November 14th, 2019

Creating and curating content

Creating and curating contentThree of the top types of content in higher ed right now are infographics, videos and blogs. This may not come as a surprise considering prospects are seeking quick, bite-sized pieces of information they can consume while on the go. But how do you create and curate this type of content that is meaningful to your audience while on a budget and with limited time?

What’s the difference between creating and curating content?

Content creation is just that – creating your own original content and marketing it to your prospects. Content curation is utilizing existing information that is relevant to a certain topic and sharing it across multiple platforms.

So, you want to create content. Where do you start?

Anyone can be a content creator. You do not have to be a skilled writer or a seasoned designer. Although it may be easier to hire these resources, your budget may not always allow it. Here are some ways to develop DIY content for your school.

  • Create infographics: If you Google “create free infographics” there are several online tools providing pre-designed infographic templates. If you can come up with a main message and 3-4 supporting points, plug your information in and let the program do the rest. Most platforms allow you to upload your brand colors and logos and even create sizes appropriate for social media.
  • Create videos: Although a professionally recorded video is a good place to start, there are also other ways for you to create video content without spending a fortune or sacrificing quality. Many social media platforms allow you to “go live” at an event or stream events that can be recorded and posted after completion. You can also hire a student to take videos and then include those in your communications.
  • Blogs: Schools are filled with experts. Try tapping your peers in admissions, faculty members, current students and alumni. You can provide a list of topics that you’re seeking, or you can let them brainstorm on their own. Blogs are the most interesting when they have a personal angle. Let people use their voice and perspective to make your content even richer. Just be sure to edit for the brand and consistency.

How do you curate content?

For many traditional marketers, this may be a new concept, or at least something you were advised against in your training when you were told to always be creating something new. It turns out, however, that existing content can actually have more impact when presented in the right way.

Here are a few innovative ways to curate content within your organization:

  • Take findings from faculty whitepapers or research and distill the main points into an infographic.
  • Create a wrap-up article, email or blog post using syndicated content or recent news about a particular topic. Let an experienced staff member weigh in using a quote and you’ve got gold. Just be sure to cite your sources.
  • Comb through your organization’s social media channels to find popular threads and topics and create a simple animated slide show that you can re-share on multiple platforms.
  • Interview students about their experiences on a podcast, post it to your website and create a social media blast.

If you need more ideas on how to create new content or re-purpose existing content to develop meaningful interaction experiences with your #businessschools prospects, contact GPRS today. We can help you develop or curate intriguing content that fits within your strategy and budget.