This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.
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Pharr, Julie M., "Best Practices in Digital Content Marketing for Building University Brands" (2019). Association of Marketing Theory and Practice Proceedings 2019. 8.