The Crown: Content is King and Rules All Marketing Lands
No content = No marketing = No students. University marketers are in an enviable position in that faculty and students are telling stories, conducting research, and creating content on a daily basis. And as marketers and communicators, we have the opportunity to leverage that content in order to build brand stories and to attract prospective students. Prospective students are looking for ways to connect with their future institution–to see themselves in the stories they hear. Marketers rely on vibrant content to feed relevant stories on every channel on every platform. Content drives social interactions, enlivens email communications, and tells your story. This is an area where marketing and communications must work together to identify and create content relevant to key audiences. The communications teams uses content for earned media, resulting in a pull marketing tactic. Marketers use the content for push marketing to paid media—social, digital advertising, and remarketing. Chris Kormis and Shelly Heinrich from Georgetown and Julie Zito from American will share their tips for making content king.