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Building a culture of content creation: How to maximise your audience engagement
Journal of Education Advancement & Marketing,
9
(3),
273-287
(2024)
Abstract
This paper will share how Development and Alumni colleagues at the University of Glasgow built a digital content strategy with the aim of embedding a culture of content creation within Development and Alumni and across the wider university community. The paper will provide easily transferrable insights into how content categorisation decisions can be made and how these decisions can be used to shape an effective and accessible content planner and strategy. The paper will focus on sharing practical tips to build confidence in colleagues and encourage collaboration in all stages of content creation, sharing a case study highlighting the benefits of this approach.
Keywords: digital engagement; content creation; social media
The full article is available to subscribers to the journal.
Author's Biography
Rosemary Simm Rosie Simm, Alumni Officer (Groups & Networks), has 10 years' experience working in higher education alumni engagement and fundraising in UK universities with extensive international impact and large diverse global alumni communities. In her current role at the University of Glasgow, she delivers international alumni programmes which support strategic institutional priorities in the key areas of students experience and employability, student recruitment, fundraising and reputational management.
Edith Ault Digital Content Officer, has a background in content production and social media for both private and non-profit organisations. She joined Glasgow's Development and Alumni team in April 2022 to instil a new focus on digital content. In this time, she has established a social media framework, has supported colleagues to streamline their online communications and spearheaded a culture of content creation across the department.
Angharad Jones Alumni Officer (Colleges & Schools), has seven years' experience working in alumni engagement and events across several UK universities. In her current role, she focuses on highlighting the value that alumni engagement can bring to the wider university community. She has built and strengthened relationships between Development and Alumni and the University of Glasgow's academic areas, ensuring alumni play key roles in employability and student experience.
