1. The Freshness Factor: Keeping Content Up to
Date
The Freshness Factor: Keeping
Content Up to Date
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2. 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
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3. 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
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4. 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
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5. 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
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6. 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
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7. 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
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8. The Freshness Factor: Keeping Content Up to
Date
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