Without a cohesive long-term strategy, your content marketing becomes reactive. To switch from reactive to proactive, build an editorial calendar.
An editorial calendar helps you align major campus initiatives with daily news, making your content relevant and engaging. This strategic tool ensures you stay ahead, delivering content that is proactive, strategic, and impactful.
Top 3 Types of Content to Power Your School’s Editorial Calendar
Evergreen Content
Evergreen content is timeless, always relevant, and valuable. Use it for sustained audience engagement and a strong ROI.
Examples:
- How-To Guides: Step-by-step instructions for common student needs, like applying for financial aid or preparing for exams.
- Alumni Success Stories: Highlighting the achievements of graduates to inspire current and prospective students.
- Campus Life Highlights: Showcasing traditions, landmarks, and everyday campus experiences.
- FAQs and Tips: Addressing frequently asked questions and offering useful tips for student success and well-being.
- Educational Resources: Sharing valuable learning materials, such as study tips, research findings, and academic advice.
Repurposed Content
Repurposing successful visual content is a smart strategy to maximize ROI from your creative assets. Here’s how you can make older content feel fresh again:
Examples:
- Blogs to Infographics: Turn detailed blog posts into simple, eye-catching infographics.
- Webinars to Clips: Edit recorded webinars into short, engaging clips for Instagram and TikTok.
- Testimonials to Quotes: Design student testimonials as quote graphics for social media.
- Guides to Videos: Simplify how-to guides into brief explainer videos.
- Event Footage to Stories: Create Instagram and Facebook story highlights from campus event footage.
Real-Time Content
Real-time storytelling thrives on authenticity and immediacy, showing unfiltered, behind-the-scenes moments that satisfy the audience’s FOMO (fear of missing out).
Examples:
- Live-Streamed Lectures: Broadcast lectures in real-time on Instagram or Facebook Live.
- Graduation Ceremonies: Share live updates from commencement and graduation on Twitter (X).
- Sports Events: Give real-time updates and highlights from sports games on TikTok.
- Campus Tours: Offer live, behind-the-scenes tours of campus facilities on Instagram Stories.
- Instant Announcements: Post immediate updates on important campus news or events on Instagram Stories.
Tips for Developing Your School’s Editorial Calendar
Map Key Events: Schedule content around annual events like games, homecoming, graduation, and alumni reunions. Refresh visuals constantly to keep the narrative engaging.
Generate Buzz: Release teasers for upcoming events. Use short videos, behind-the-scenes glimpses, and previews to build anticipation and drive engagement.
Vary Storytelling: Reinvent stories with fresh angles. Retell historical anecdotes through current students or use alumni testimonials. Convert articles into videos to reach broader audiences.
Use Real-Time Storytelling: Live stream sports, performances, and special events. Real-time updates enhance engagement and showcase campus life, satisfying the audience’s FOMO.
Highlight Student Achievements: Regularly feature student accomplishments, such as awards, projects, and internships, across social media platforms to celebrate their success and inspire others.
