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How a "newsroom" can help generate fresh content for a university web site.
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Inform
a(on
about academic, administra(ve, and alumni accomplishments and events is flowing throughout the university.
admin. informa(on
academics informa(on
Step 1
alumni informa(on
Notes: Mine internal e-‐mail traffic
for informa(on on events, ac(vi(es, accomplishments, upcoming speakers, performances, etc. Look for informa(on that can be turned into stories.
Writers
gather selected informa(on from alumni, academic, and administra(ve areas and create news stories about the university.
news stories
news stories
news stories
Step 2
Notes:
Build a student persona, conduct a content audit, determine the recrui(ng cycle, use keywords for SEO, create an editorial calendar, and post content that appeals to prospec(ve students and donors.
Stories about campus events and
ac(vi(es are posted on the university’s web pages, e.g., home page, newsroom page, and school and program landing pages.
news stories
news stories
news stories
Step 3
Notes:
Fresh content helps SEO, recogni(on improves esprit de corps within the organiza(on, and conveys the impression that a lot is happening, which there is!
Social M
edia
plaOorms, e.g., Facebook, TwiQer, YouTube, and LinkedIn, and e-‐mail are used to share the news with others.
Step 4
Notes: Frequent posts build and
sustains interest, increases the possibility of someone sharing the news with others, and drives people to the university’s web site to learn more about what is going on.
Source: marcomadvisor.com