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

Author

Listed:
  • Simm, Rosemary

    (Alumni Officer (Groups & Networks), Development and Alumni, University of Glasgow, UK)

  • Ault, Edith

    (Digital Content Officer, Development and Alumni, University of Glasgow, UK)

  • Jones, Angharad

    (Alumni Officer (Colleges & Schools), Development and Alumni, University of Glasgow, UK)

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.

Suggested Citation

  • Simm, Rosemary & Ault, Edith & Jones, Angharad, 2024. "Building a culture of content creation: How to maximise your audience engagement," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 9(3), pages 273-287, December.
    • Handle: RePEc:aza:jeam00:y:2024:v:9:i:3:p:273-287
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    More about this item

    Keywords

    digital engagement; content creation; social media;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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