The freshness factor keeping content up to date

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Higher Education Marketing

Marketing

The Freshness Factor: Keeping Content Up to
Date

The Freshness Factor: Keeping
Content Up to Date
Slide 1

The Freshness Factor: Keeping Content Up to
Date

Overview
1)
2)
3)
4)

Keeping Current
What’s Newer Than News?
Create an E-Newsletter
Stimulating Content Strategies

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 2

The Freshness Factor: Keeping Content Up to
Date

1. Keeping Current



Your website should reflect your college or university.
 Ensure a steady supply of content through effective content
management.
 Companies that blog have 97% more inbound links.
 Establish a vibrant online community with student blogs
 Give them a voice while the website benefits from traffic and
fresh content.

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 3

The Freshness Factor: Keeping Content Up to
Date

2. What’s Newer Than News?
Should you have a news section?


Many redesigned sites have done away with their news
section.



If developing this section, create an efficient process for
maintaining and updating appealing content.



News sections can provide leads from visitors seeking
information that is relevant to the school.

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 4

The Freshness Factor: Keeping Content Up to
Date

3. Create an E-Newsletter



Electronic newsletters feature accumulated recent content or
target a specific group.



Be sure to include:
 Interesting content applicable to your audience
 Resources of interest
 Links to university events and programs



Place newsletter sign-up calls to action in your emails and
various channels.

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 5

The Freshness Factor: Keeping Content Up to
Date

4. Stimulating Content Strategies
9 Tips for creating an effective balance of information sources:


1. Leverage your existing materials
 Use infographics, videos and success stories to draw visitors in



2. Templates and automation
 Inserting content in ready-made form can streamline your process



3. Integrate RSS feeds
 This pushes content to the far reaches of social media



4. Create a content calendar
 Keep on top of popular trends and accumulate a wealth of content
for months in advance

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 6

The Freshness Factor: Keeping Content Up to
Date

4. Stimulating Content Strategies


5. Develop clear roles
 Designate a content editor to oversee publishing



6. Open up content contribution
 Get more contributors from in-house before looking externally



7. Invite engagement
 Implement calls to action and keep the communication going



8. Manage your links
 Bad links can severely hurt your website ranking and frustrate
people



9. Listen to your community
 Knowing your audience makes developing content much easier

Source: Higher Education Marketing – The Freshness Factor: Keeping Content Up to Date

Slide 7

The Freshness Factor: Keeping Content Up to
Date

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Slide 8

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