Unlocking Success Through Differentiation: Elevate Your Admissions With an Exceptional Content Library
It’s no secret that to remain competitive in today’s market, you’ve got to stand out. And, because content is king—attracting the right students isn’t necessarily about quantity but rather collecting and curating a quality content library that captivates an audience and differentiates your institution.
The Power of a Content Library
A content library is a comprehensive set of assets—videos, photos, and written content—that showcases your institution’s unique identity, values, and offerings. Many content libraries lack the distinctiveness needed to truly engage potential students, often featuring generic assets that could apply to almost any campus. These libraries also fail to consider a wide variety of content that can be applied to a myriad of different platforms, especially those most popular with students, such as Instagram and Tiktok. By building a solid library rich in compelling content that can flex across platforms, you can heavily influence your admissions goals by providing prospective students with an authentic glimpse into campus life, resonating with diverse student interests, and encouraging them to envision themselves as a part of your vibrant community.
Consider the extensive suite of videos we put together for the University at Buffalo. These narratives captured the handful of different fundraising initiatives and the dynamic impact that funding had on the Buffalo community. By highlighting so many different stories and aspects of campus, we helped the University at Buffalo build a unique set of storytelling tools that would inspire community members, future donors, and prospective students alike.
Begin by Prioritizing Differentiation and Distinctiveness
If you’re genuinely looking to turn heads, your content should reflect the unique qualities that set your institution apart. Be willing to take bold strides, think outside the box, and experiment with different approaches. Whenever possible, work to showcase campus uniqueness and stray away from generic images or assets that shift focus away from the distinctive aspects of your campus. Often students have great suggestions on hidden gems throughout campus, which may or may not be as prominent as more obvious, prominently featured spaces. When choosing scenes or subjects, highlight the experiences, programs, and opportunities that are unlike anywhere else and illustrate your institution’s commitment to diversity and inclusion throughout your content. By showcasing a wide range of interests, perspectives, backgrounds, and cultures, your content will resonate with a broader audience and foster a strong sense of inclusivity.
Curate Strong Assets
Your content library should include your best photos, videos, and written content, as these assets serve as a model for future content creation while embodying the essence of your institution. Your key assets should also cover a wide range of topics highlighting all aspects of campus life, such as academic programs, extracurricular activities and student experiences. This dynamic variety will expand your campus’ appeal, as it can encapsulate various interests and extend the utility of your content. As you curate existing content and create new, you must also ensure that each asset represents your institution’s quality and sense of authenticity. The more authentic your portrayal of the student experience, your glimpse into campus life will feel more genuine. By incorporating authentic stories and testimonials, you can capture real students in real situations while resonating with your target audience as they create a stronger connection between themselves and your community.
Maintenance and Organization
An excellent content library is well organized and consistently monitored for quality. Your library should be reviewed and updated frequently to ensure that all your assets are current and align with your institution’s messaging. Assets that feel strong should be flagged as favorites or examples for future content creation, and assets that are misaligned or fail to capture the essence of your institution should be removed.
The more user-friendly your library, the better. It is also essential to organize content logically, and in an easy-to-use manner so that anyone with access can easily find the assets that resonate most with their needs. This maintenance also comes in handy when working with collaborators across campus and beyond, as highlighting your most used or priority content helps internal and external users navigate your library more efficiently and points them to assets that uphold your standards.
Investing in a robust content library is a game-changer for institutions seeking to enhance their admissions strategies. By prioritizing differentiation, embracing diversity, maintaining quality, and streamlining organization, you can create a library that captivates potential students and paves the way for a successful admissions cycle.