Content Marketing

Applied Podcast

Created and produced by me for the Office of Engagement and Extension, the Applied podcast seeks to explore the many stories happening at CSU, across Colorado, and beyond – shining a spotlight on the amazing work taking place in classrooms, laboratories, campuses, communities, and out in the field.

In each episode, I speak with passionate subject matter experts about how their work creates real-world impact.

The podcast currently includes 10+ episodes available on Spotify, Apple, Amazon, and RSS.com.

Strategy: Although building an audience of engaged listeners remains one goal, the primary goal of this podcast is to help us create more original informational content that we can repurpose into articles, blog posts, and videos, driving even more engagement across multiple organic channels — and ultimately driving more awareness of our educational programs. Many of the podcast episodes are embedded on program pages on the CSU Online website (example: Applied Positive Psychology program).

Check out the first episode below:

Digital Info Guides

Educational content not only provides website visitors with helpful information, it can also boost your SEO (search engine optimization) over time. By creating robust, high-quality, and engaging content on your website – and promoting it effectively – other websites will start linking to your content, increasing your website “authority.”

Google and other search engines track these links and note how users are interacting with your content. If it keeps readers engaged, your pages will start climbing the ranks in organic search results, resulting in more organic traffic to your website over time.

If people read your content and get value from it, they will start trusting your brand and will be more inclined to buy products or services that you offer.

Click an image below to see some of the user guides I wrote and designed for Sierra Trading Post.

Whitepapers and eBooks

Want to capture more leads? Content marketing with whitepapers and eBooks is a great tool to have in your marketing toolbox. Here’s how to do it:

1. Create a high-quality whitepaper or eBook in PDF format that provides in-depth and helpful information that people will want to read.

2. Build a landing page with a lead-capture form. Before people can download your whitepaper or eBook, they just need to provide a name and email address (thus opting in to your email marketing list).

3. Finally, it’s time to promote your downloadable content on marketing channels like LinkedIn, Facebook, YouTube, and display ads.

Unlike digital ads that ask people to “Buy Now” or “Sign Up,” your ads simply ask people to “Get Your Free eBook” about a topic they’re already interested in. (You’ll still need good audience segmentation to target the right people who will be most likely to want your content).

Content marketing generates 3X more leads than paid search advertising, according to Hubspot.

Click the image below to view the whitepaper I created to promote the online Sustainable Community Development program offered by CSU.

Click the image below to view the whitepaper I helped co-create with a faculty member to promote the online Organizational and Change Management graduate program at CSU.