6 Content Marketing Strategies for Universities

In a world where prospective students are constantly consuming information online, content marketing isn’t just nice to have — it’s essential.

Whether it’s a blog post, video or Instagram reel, your content is often the first impression a candidate gets of your institution. It’s where curiosity begins, questions get answered, and decisions start taking shape.

Here are six content marketing strategies that can help your university stand out, build trust and drive enquiries.

1. Publish Authentic, Value-Led Blog Content

Blogging is still one of the most effective ways to:

• Increase visibility in search engines.
• Showcase your university’s personality and values.
• Provide helpful guidance to prospective students.

What works well:

• Student-led content that shares honest perspectives on university life.
• Faculty interviews that bring your academic offering to life.
• Course breakdowns or subject guides that help students explore their options.
• Location highlights showcasing your city’s culture, green spaces or hidden gems.

Tip: Set up a content calendar and invite contributors from across your university — students, admissions staff, academic leads and alumni.

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2. Turn Complex Information Into Infographics

Infographics break down key information in a visually engaging, easy-to-share format.

Use them to:

• Explain application timelines or financial aid processes.
• Summarise survey results or rankings.
• Highlight stats about student satisfaction or employability.

Infographics are three times more likely to be shared on social media than other content types — so they’re a smart way to extend your reach.

Don’t forget SEO: use keyword-rich filenames and alt text for accessibility and visibility.

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3. Create Video That Connects

Video content is powerful because it feels personal, immersive and flexible.

You could create:

• Day-in-the-life vlogs led by current students.
• Virtual campus tours for international applicants.
• Programme explainers led by academic staff.
• Reactions to offer letters, like Stanford’s Class of 2024 video.

You don’t need a huge budget — a smartphone, good lighting and a clear story go a long way.

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4. Develop Ebooks and Guides That Build Trust

Ebooks and downloadable guides give you space to dive deep into a topic — and collect leads in a GDPR-compliant way.

Useful topics include:

• How to write a standout personal statement.
• Accommodation and budgeting advice.
• What to expect during the admissions process.
• Career pathways after graduation.

Once created, share your guides through email campaigns, on social media, or as gated content on your website.

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5. Use Social Media to Amplify and Engage

Social media isn’t just about promotion — it’s where your university can build relationships in real time.

Use it to:

• Reshare student-generated content and testimonials.
• Start conversations with prospective students and answer questions.
• Promote your other content (like blogs, videos and events).
• Show behind-the-scenes moments that bring your institution to life.

According to the International Student Survey, 83% of candidates use social media to research universities — so your presence matters.

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6. Offer Virtual Tours That Feel Real

Virtual tours give applicants the opportunity to explore your campus — especially important for international students or those unable to visit in person.

Include:

• 360° walkthroughs of key spaces.
• Student-led narration for added authenticity.
• Highlights of academic facilities, social spaces and the local area.

Example: The University of Exeter Business School offers multiple immersive tours, helping applicants visualise the campus experience from anywhere in the world.

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Final Thoughts

Content marketing is how you tell your story, build connections and help students imagine their future at your university. When done well, it’s not just about visibility — it’s about belonging, trust and long-term engagement.