Higher Ed Storytelling University

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#76 - How To Do Epic Content Marketing for Higher Education w/ Brian Piper

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My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.

Key Takeaways:
  • Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formats
  • AI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platforms
  • Creating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharing
  • SEO should be considered before, during, and after content creation - not just as an afterthought
  • Zero-click content on social media can build brand awareness even without driving traffic to your website
  • Higher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignment
  • Podcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent scheduling
  • Google Search Console and Looker Data Studio can provide valuable analytics insights without expensive tools

SEO Strategies Discussed:
  • Focus on problem-solving and question-answering in content
  • Update titles and content based on performance data
  • Target featured snippets for voice search and AI results
  • Consider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for information


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#76 - How To Do Epic Content Marketing for Higher Education w/ Brian Piper

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