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

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 formatsAI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platformsCreating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharingSEO should be considered before, during, and after content creation - not just as an afterthoughtZero-click content on social media can build brand awareness even without driving traffic to your websiteHigher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignmentPodcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent schedulingGoogle Search Console and Looker Data Studio can provide valuable analytics insights without expensive toolsSEO Strategies Discussed:Focus on problem-solving and question-answering in contentUpdate titles and content based on performance dataTarget featured snippets for voice search and AI resultsConsider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for informationResources mentioned:Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/Connect with Brian:Website: https://brianwpiper.com/LinkedIn: https://www.linkedin.com/in/brianwpiper/Author: "Epic Content Marketing for Higher Education"Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter