Authenticity Over Clickbait: Crafting Meaningful Content in Higher Education Marketing

Hey there, fellow higher education marketing professionals!

Today, I want to talk to you about something that's been on my mind – the importance of authenticity in our marketing efforts. You see, in this digital age, it's easy to get caught up in the race for clicks and high search rankings. But is that really what we should be aiming for?

The flood of AI-generated content that promises quick clicks but often leaves us with a bunch of meaningless babble.

We've all seen it – the flood of AI-generated content that promises quick clicks but often leaves us with a bunch of meaningless babble. Sure, it might get us those clicks, but here's the catch – they're often of lower quality. And guess what? We end up paying for those clicks, which can quickly add up.

But here's the thing – schools and institutions aren't just looking for clicks. They want to do more than just rake in ad revenue from clicks. They want to spark genuine interest in their programs and schools. And that's where authenticity comes into play.

Your educational programmes are carefully curated by real humans, experts in their fields who are passionate about education. So why shouldn't your content reflect that same level of care and passion?

Think about it – your educational programmes are carefully curated by real humans, experts in their fields who are passionate about education. So why shouldn't your content reflect that same level of care and passion?

You see, we're not in the business of chasing clicks; we're in the business of connecting with people. Real people with dreams, aspirations, and questions. They don't want AI-generated babble; they want heartfelt answers from folks who've been there, who've experienced the same challenges and triumphs.

How do you spot authenticity in your content? When you come across an article with a flashy headline but a slim, superficial story inside, that's a telltale sign. 

So, how do you spot authenticity in your content? Well, it's often pretty obvious. When you come across an article with a flashy headline but a slim, superficial story inside, that's a telltale sign. Authentic content isn't about tricking people into clicking; it's about delivering real value, sharing insights, and providing information that genuinely helps your audience.

In conclusion, let's shift our focus from the click-driven frenzy to something more meaningful. Let's create content that resonates with the human experience of education. After all, it's not just about clicks; it's about the people behind those clicks and their educational journey. So, let's keep it real, keep it authentic, and connect with the people who matter most – our future students.

(this blog was prompted by me but written by ChatGPT)