Digital Content Strategy in Higher Ed: Engaging Diverse Audiences

In theory, we’re often taught that success comes from focusing on a single target audience. In practice - and especially in higher education - we must craft our strategies to multiple, diverse audiences. For our non-communications minded partners, this does not mean putting content out willy-nilly in the hopes of appealing to everyone. But rather we must deeply understand each audience we serve and tailoring our content strategically.

Four Key Audiences in Higher Ed

In higher education, we have four audience categories:

• Prospective Students

• Current Students

• Faculty & Staff

• Alumni & Donors

Understanding Each Audience’s Needs

In order to effectively communicate with these groups, we must gain a clear understanding of their preferences, challenges, and expectations. This starts familiarizing ourself with the research. We can conduct audience research, analyze the analytics, and listen to feedback. Let’s break down these audiences:

1. Prospective Students

   Prospective students are typically seen as our primary target audience. They are in the research phase of their decision-making process exploring options, comparing institutions, and seeking information on topics like:

   • what academic programs and opportunities are offered

   • what life on campus is like

   • how to get through the admissions process

   Our content must address these needs clearly and effectively, showcasing what makes our university unique.

2. and…

3. Current Students, Faculty & Staff

   I tend to mush these audiences together into one group when considering the digital strategy. Even though their end goal is typically very different, I group them together because the data says they look for the same thing: information on staying engaged with the university. That can look a number of different ways, including:

   • information about events and activities on campus

   • important dates and deadlines

   • campus closures and locations

   Since these groups engage with the university in day-to-day interactions, their needs typically revolve around staying informed and involved making multi-channel communications a priority in strategic planning.

4. Alumni and donors often represent a university’s "loyal brand users" in a non-traditional sense. They aren’t actively "purchasing" products but remain deeply connected through a shared identity and experience. Many universities dedicate entire teams to alumni relations, focusing on:

• Maintaining a sense of community

• Sharing university milestones and successes

• Cultivating support through donations and partnerships

Engagement is key to fostering a sense of connection within this group.

Tailoring your Strategy for Success

Every audience is unique, and while the general audience structure I’ve laid out spans across the industry, a one-size-fits-all approach won’t work. Your success lies in understanding what makes your institution and its audience distinctive. Investing in tools like surveys, focus groups, and analytics will help you gain insights and shape your content strategies accordingly.

By understanding your audience’s specific needs and behaviors, you can deliver targeted, meaningful content that fosters connection and supports your university’s goals.