Building a culture of content creation: How to maximise your audience engagement

Rosemary Simm, Edith Ault and Angharad Jones
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Rosemary Simm: Alumni Officer (Groups & Networks), Development and Alumni, University of Glasgow, UK
Edith Ault: Digital Content Officer, Development and Alumni, University of Glasgow, UK
Angharad Jones: Alumni Officer (Colleges & Schools), Development and Alumni, University of Glasgow, UK

Journal of Education Advancement & Marketing, 2024, vol. 9, issue 3, 273-287

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2024:v:9:i:3:p:273-287

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