March 7, 2025 • 18 mins
How AI is Revolutionizing Higher Education Marketing
In this episode, we explore how AI is reshaping marketing strategies for colleges and universities. From AI-powered search and voice assistants to social media trends and zero-click searches, we break down the biggest shifts in digital marketing.
Learn how to create answer-focused content, leverage schema markup, and automate processes to save time and resources. We also discuss the balance between technology and human connection—helping institutions engage with prospective students in more meaningful ways.
Tune in for a deep dive into the future of higher education marketing!
Episode Breakdown:
00:00 – Introduction to AI in Higher Education Marketing
00:12 – The Rise of AI-Powered Search
00:55 – Understanding GEO: Generative Engine Optimization
01:18 – The Impact of Zero-Click Searches
02:51 – Social Search & the Influence of Gen Z
03:48 – The Role of Human Connection in AI Marketing
04:49 – Automating Tasks with AI-Powered Scripts
05:26 – Navigating Rapid Changes in Digital Marketing
06:38 – Crafting Must-Click Content for AI & Users
07:37 – Striking the Right Balance Between AI & Human Touch
08:48 – AI and Collaborative Learning in Higher Ed
08:59 – The Growing Power of Video in Education Marketing
09:31 – Reaching Gen Z & Millennials on Social Media
10:01 – Why Authenticity Matters More Than Ever
11:01 – Ethical Data Use in AI-Driven Marketing
11:56 – Boosting Credibility with Social Proof
12:40 – Storytelling as a Tool for Community Building
13:36 – Must-Have Skills for Higher Ed Marketers
16:56 – The Human Element in the AI Era
17:56 – Final Thoughts & Key Takeaways
This episode is packed with actionable insights to help higher education marketers stay ahead of the curve. Don’t miss it!
Learn more about the Higher Education Marketing Institute:
- Website: https://highereducationmarketinginstitute.com/
- X: https://x.com/HEMInstitute
- LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
- YouTube: https://www.youtube.com/@HigherEducationMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jack (00:00):
Hey there, you sent over a whole bunch of articles about
how So, AI is changing highereducation marketing, and it
looks like things are gettingpretty wild.
Jill (00:08):
Wild is right.
Jack (00:08):
It's not just websites and brochures anymore, right?
AI powered search is changinghow students find and interact
with schools, even before theyget to a website.
You got it.
In fact, one of the articlesMastering SEO and GEO and
education marketing pointed outthat almost two thirds of Google
searches don't even end with aclick.
(00:29):
Wow.
That's a huge problem forcolleges, isn't it?
They're spending all this timeand money building these amazing
websites.
Jill (00:36):
Yeah.
Jack (00:37):
But what if students never even see them?
Jill (00:38):
It's a big change, and it's forcing schools to really
think beyond traditional SEO.
The article you mentioned,Mastering SEO and GEO in
Education Marketing, actuallyexplains this new world really
well.
It talks about SEO, which we allknow.
Jack (00:53):
Search engine optimization.
Jill (00:54):
Right.
And then G E O Generative engineoptimization.
So
Jack (00:57):
SEO is like what we're used to, right?
Yeah.
Keywords, backlinks, making sureyour website is easy for Google
to understand.
Jill (01:04):
Exactly.
Jack (01:05):
But GEO.
That sounds pretty different.
Jill (01:07):
Yeah.
G E O is all about optimizingfor AI powered search.
Jack (01:12):
Like what?
Jill (01:12):
Like Google's Gemini.
Oh, okay.
Chat GPT, all those voiceassistants we use every day.
Jack (01:18):
So those AIs are actually giving students the answers
directly, without them everhaving to click a link.
Jill (01:23):
Yep.
Jack (01:24):
So a student could ask their phone, does ATC Toronto
offer an auto detailing program?
Right.
And boom, the answer just popsup on their screen.
Exactly.
From AI, not from some website.
Jill (01:33):
Right.
Jack (01:35):
The mastering SEO and GEO in Education Marketing article
called this zero click search.
Jill (01:41):
Yep.
That's it.
Jack (01:42):
I can see why colleges need to pay attention to this.
Jill (01:44):
They do.
This is where it gets reallyinteresting for colleges.
Yeah.
It means they can't just createcontent that has all the right
info.
Jack (01:51):
Right.
Jill (01:51):
It has to be structured in a way that AI can understand it.
Jack (01:54):
And then give it to the students as like the best
answer.
Jill (01:56):
Exactly.
The article called it answerfocused content.
Jack (02:00):
So, it's not enough to just have a page on your website
about, like, your auto detailingprogram.
Yep.
You need to know exactly whatquestions a student might ask.
Jill (02:08):
Yeah.
Jack (02:09):
And structure the content so it answers them directly.
Jill (02:11):
You got it.
Jack (02:12):
Huh.
Jill (02:12):
Interesting.
It
Jack (02:13):
is.
Think FAQ sections.
Jill (02:15):
Oh.
Okay.
Jack (02:16):
But they're specially built with something called
schema markup.
Jill (02:20):
Schema markup.
Jack (02:21):
Yeah.
It's kind of technical, but it'sbasically code that helps AI
understand the content.
Jill (02:28):
So it makes it more likely to show up when a student asks a
question.
Jack (02:31):
Exactly.
Schema
Jill (02:32):
markup.
Like a secret weapon for the AIage.
Jack (02:34):
That's one way to put it.
Jill (02:35):
So colleges need to learn to speak AI's language.
Jack (02:39):
I guess you could say that.
Jill (02:41):
It's not just what's happening on Google, is it?
Jack (02:43):
No, it's not.
Jill (02:44):
There was another article, AI in higher education.
Insights from Paula French onthe Filling Seats podcast.
Okay.
And it talked about socialsearch.
Oh, right.
So Gen Z and millennials aren'tjust using Google to find info.
They're using stuff like TikTokand Instagram.
Yeah,
Jack (03:02):
they want to see videos.
In stories, and realexperiences.
Jill (03:05):
Uh, something that they can connect with.
Jack (03:07):
Like, forget the fancy brochures.
Show me what it's really like tobe a student there.
Jill (03:12):
Exactly! That
Jack (03:13):
means colleges need to be thinking differently about their
social media, doesn't it?
Jill (03:16):
It does.
It's
Jack (03:17):
not just posting announcements.
Jill (03:19):
Right.
Jack (03:19):
It's creating stuff that's really engaging.
And
Jill (03:23):
it has to be made for the platforms where these students
are.
Jack (03:27):
So we've got AI search and social search.
Jill (03:30):
Yeah.
Jack (03:30):
And mastering SEO and GEO in education marketing.
Said voice search was over 27percent of all searches.
Jill (03:37):
Huge.
And it's only going to getbigger.
Jack (03:39):
Especially among younger people.
So we're talking about a totallydifferent way that students find
information.
Jill (03:45):
A huge change.
Jack (03:46):
It can feel overwhelming, can't it?
All these changes.
Jill (03:48):
It can, but good marketing still boils down to something
really simple.
Jack (03:52):
What's that?
Jill (03:53):
Connecting with your audience on a human level.
Jack (03:55):
Even with all this AI stuff going on.
Jill (03:57):
Especially with all the AI stuff going on.
Jack (03:59):
That's a good point.
Jill (04:00):
Smarter community college marketing strategies really
drove this point home.
Jack (04:05):
Okay, you need to know your audience.
Okay.
Like, really know them.
Jill (04:09):
What do you mean?
Jack (04:10):
What are they hoping for?
Okay.
What are they worried about?
What are their dreams?
Got it.
And then you got to make amessage that really speaks to
them.
Jill (04:17):
On an emotional level.
Jack (04:18):
Exactly.
Jill (04:19):
So even with AI, it's still about telling a good story
and understanding your audience.
Jack (04:24):
It always is.
Jill (04:25):
That's kind of reassuring, actually.
Jack (04:27):
It is.
Jill (04:27):
Smarter Community College marketing strategies made
another good point.
What was that?
They said, boring, generic adsare basically just wasting
money.
Jack (04:37):
Yeah, they don't work.
Jill (04:39):
So how do you create stuff that actually grabs people's
attention?
Jack (04:43):
That's the million dollar question.
Jill (04:44):
With all this going on, all this AI and everything.
Jack (04:46):
It's where creativity and strategy come in.
Okay.
But also using tools likeautomated scripts.
Jill (04:52):
Like what, how to transform Google Ads performance
with automated scripts wastalking about.
Jack (04:57):
Exactly.
Jill (04:58):
Let's talk more about those scripts.
Jack (04:59):
Okay.
How can they
Jill (05:00):
actually help colleges save time and money?
Well, imagine being able toadjust your ad bids as things
change.
Jack (05:08):
Okay.
Or
Jill (05:08):
pausing campaigns that aren't working.
Jack (05:10):
Automatically.
Jill (05:11):
Automatically, yeah.
So
Jack (05:12):
AI isn't replacing marketers.
Yeah.
It's like giving themsuperpowers.
Jill (05:16):
That's a good way to put it.
Jack (05:17):
So are you starting to see how much AI is changing things?
Jill (05:22):
I am.
Jack (05:22):
How it's changing the way colleges reach potential
students.
What really stands out to youfrom all of this?
Jill (05:29):
I think it's how fast everything is changing.
Jack (05:31):
Yeah.
Jill (05:32):
Search, social media, AI.
It's all happening so quickly.
Jack (05:36):
It's exciting, but it's a little scary too.
Jill (05:39):
It is.
Jack (05:39):
But mastering SEO and GEO and education marketing made a
good point.
Jill (05:44):
What was that?
Jack (05:45):
The colleges that are going to succeed are the ones
that are willing to try newthings.
Jill (05:48):
And adapt.
Jack (05:49):
Exactly.
If
Jill (05:50):
you're stuck in the old ways, you're going to get left
behind.
Jack (05:52):
So be bold and see what AI can do.
Jill (05:55):
That's the way to do it.
Jack (05:56):
Okay, we've covered a lot already.
Jill (05:57):
We have.
Jack (05:58):
Zero click search, answer focused content, social media,
automated scripts.
It's a lot.
And we're just getting startedwith this whole AI revolution in
higher education marketing.
We
Jill (06:08):
are.
There's so much more to talkabout.
Jack (06:10):
There is.
Like how AI can change the wholestudent experience.
Oh,
Jill (06:14):
yeah.
Jack (06:14):
Customized learning.
AI tutors, instant feedback,
Jill (06:18):
incredible stuff,
Jack (06:19):
like something out of a movie,
Jill (06:20):
it is.
And
Jack (06:21):
that's exactly what we're talking about next.
Jill (06:23):
Can't wait.
Jack (06:24):
So stick with us as we keep exploring the future of
higher education marketing inthe age of AI.
Jill (06:29):
I'm ready.
You know, we were just talkingabout how colleges need to Stand
out, right?
Yeah.
Get people's attention witheverything going on online.
Right, right.
Mastering SEO and GEO andeducation marketing talked about
must click content.
Jack (06:44):
Must click content.
What is that?
Jill (06:46):
It's.
Giving students something thatAI can't.
Jack (06:50):
Okay.
Jill (06:51):
Like a deeper look at something or more interactive
experience.
Oh.
A way to see what makes theschool unique.
Jack (06:57):
I see.
Jill (06:58):
Like think about interactive tools or those
virtual tours.
Oh yeah.
Where you feel like you'reactually walking around campus.
Yeah.
Or those quizzes that help youfigure out what you're
interested in.
Jack (07:08):
So you're not trying to beat AI at its own game.
Jill (07:12):
Right.
Jack (07:13):
Giving those quick answers.
Jill (07:14):
No, it's more about giving something richer.
Jack (07:16):
Okay.
Jill (07:17):
Something that makes them want to learn more.
Jack (07:19):
Makes them curious.
Exactly.
Jill (07:20):
Right.
AI can give you info.
Jack (07:23):
Yeah.
Jill (07:23):
But it can't replace that feeling you get when you really
connect with something.
Jack (07:28):
On a personal level.
Jill (07:29):
Yeah.
Jack (07:29):
I guess that brings us back to the importance of human
connection.
Jill (07:32):
It does.
Jack (07:33):
Which seems even more important now with all this AI.
Jill (07:36):
Absolutely.
Jack (07:37):
AI can do a lot to personalize the student
experience.
Jill (07:41):
It can.
Jack (07:41):
But it's still people who make them feel like they belong.
Jill (07:45):
Right.
Like a friendly admissionscounselor.
Jack (07:47):
Or a professor who's really excited about their
subject.
Jill (07:49):
Yeah.
Someone who really sees them forwho they are.
Jack (07:52):
So it sounds like we're talking about a mix.
Jill (07:53):
The hybrid approach.
Jack (07:54):
Yeah.
Use AI to make things easier.
Get info.
Personalize things.
Uh huh.
But still have real people thereto help the students along the
way.
Jill (08:02):
Exactly.
It's about using the best ofboth worlds.
So,
Jack (08:07):
AI can recommend programs or analyze data or tailor
content.
Jill (08:12):
Okay.
Jack (08:12):
But people build those relationships and that trust.
Jill (08:15):
Makes sense.
And AI and higher education wastalking about AI actually
transforming learning itself.
Jack (08:21):
It was.
Jill (08:22):
I mean, the possibilities are crazy here.
They
Jack (08:23):
are.
Jill (08:24):
AI tutors, personalized learning platforms, feedback
right away.
Jack (08:28):
It's mind blowing.
Jill (08:29):
But what about people's concerns about AI?
Jack (08:31):
Like what?
Jill (08:32):
Like, will it take away people's jobs?
Jack (08:35):
Oh yeah.
Jill (08:35):
I mean, it's a natural worry, isn't it?
Jack (08:37):
It is, but I think it's more about jobs changing.
Jill (08:39):
Not disappearing completely.
Right.
Jack (08:41):
AI can handle the repetitive tasks.
Jill (08:44):
So educators are free to do what they do best.
Jack (08:46):
Right.
Things like mentoring andinspire
Jill (08:48):
helping students think critically.
Jack (08:50):
Exactly.
It's about working together, notcompeting.
Jill (08:52):
AI is a tool.
Jack (08:53):
Exactly.
Not
Jill (08:54):
a replacement.
That's it.
And this idea of workingtogether goes beyond just the
classroom.
Doesn't it?
It's like, remember whatmastering SEO and GEO in
education marketing said aboutvideo.
It's becoming so important.
Jack (09:08):
It seems like everyone wants to watch stuff these days.
Jill (09:10):
They do more than just read.
Jack (09:12):
Exactly.
Jill (09:12):
Video lets you actually show.
Your campus.
Jack (09:16):
Okay.
Jill (09:17):
Or introduce the faculty.
Right.
Share those success storiesabout students.
Jack (09:22):
It brings the whole place to life.
Jill (09:24):
In a way that words just can't.
Jack (09:26):
Yeah, it's like giving potential students a front row
seat.
Jill (09:29):
Exactly.
No matter
Jack (09:30):
where they are.
Jill (09:31):
And that article also reminded us that Gen Z and
Millennials are using TikTok andInstagram to search.
Jack (09:38):
Like, they're literally using them as search engines.
Jill (09:41):
Yeah.
Jack (09:41):
So colleges need to be there too, right?
Jill (09:43):
They do, and they need to create content that feels right
for those platforms.
Jack (09:47):
There are no more boring brochures.
No
Jill (09:49):
more
Jack (09:49):
boring
Jill (09:49):
brochure.
Jack (09:50):
It's all about short, fun videos.
Uh
Jill (09:52):
huh.
Jack (09:53):
Real stories, stuff that looks good.
Jill (09:55):
It has to feel Natural on the platform
Jack (09:57):
and fit with how those students are actually using it.
Jill (10:00):
Exactly.
Jack (10:01):
So we need to be storytellers.
Jill (10:03):
We do
Jack (10:03):
not just marketers.
It's not just about facts andfigures,
Jill (10:06):
right?
Jack (10:07):
It's about grabbing attention
Jill (10:08):
and making people feel something,
Jack (10:10):
creating a connection.
And
Jill (10:11):
that brings up authenticity,
Jack (10:13):
authenticity.
Yeah,
Jill (10:14):
it's a big buzzword.
Jack (10:15):
It is.
Jill (10:16):
But what does it actually mean?
Jack (10:18):
Yeah, what does it look like?
Jill (10:20):
It means being real.
Jack (10:21):
Okay.
Jill (10:22):
Showing what makes your school unique.
Jack (10:24):
Okay.
Jill (10:25):
Students can tell when something's fake.
Right.
They want to see real studentsand faculty.
Real stories that show howdiverse and interesting your
community is.
Jack (10:34):
So don't just say you're welcoming.
Jill (10:36):
No.
Jack (10:38):
Show it.
Jill (10:38):
I like that.
Jack (10:39):
So less polish and more real life.
Jill (10:41):
Less perfection.
Jack (10:42):
Yeah, and more relatable experiences.
Yeah,
Jill (10:44):
I get that.
Jack (10:45):
Embrace what makes your school different.
Jill (10:48):
The quirks, the imperfections, those are the
things that make it special.
Jack (10:52):
And be honest about the challenges.
Jill (10:53):
Students appreciate that.
Jack (10:55):
They do.
They like that honesty.
Jill (10:56):
So it's about finding the right fit.
Jack (10:58):
Exactly.
Not
Jill (10:59):
just trying to get as many students as possible.
Jack (11:01):
That's right.
And data can help with this too.
Jill (11:03):
Okay.
Jack (11:04):
We can use data to figure out what students are looking
for.
Jill (11:08):
What they're interested in, what they're worried about.
Jack (11:10):
So we can make messages that really connect with them.
Jill (11:12):
And create content that feels more personal.
Jack (11:15):
So data can be a guide.
Jill (11:17):
That
Jack (11:18):
helps us create marketing that doesn't feel so salesy.
Jill (11:22):
Right, it's more like an invitation to join something.
Jack (11:26):
We have to be careful with data.
We
Jill (11:28):
do.
It's not just about collectingit.
Jack (11:30):
It's about using it ethically.
Jill (11:31):
Exactly.
Jack (11:32):
And responsibly.
Jill (11:32):
That's a really good point.
Jack (11:34):
We've been talking about AI and data.
Jill (11:36):
Yeah.
Jack (11:36):
But we can't forget about the ethics.
Jill (11:38):
Definitely not.
Jack (11:39):
Students need to know we're using their data.
The right way.
Jill (11:42):
Absolutely.
Transparency is key.
Jack (11:45):
And trust.
And
Jill (11:45):
respecting their privacy.
Jack (11:47):
Those are all super important.
Jill (11:48):
They are.
Jack (11:49):
And this actually leads to another trend that Mastering SEO
and GEO in Education Marketingmentioned.
Jill (11:54):
What's that?
Jack (11:56):
Social proof.
Jill (11:56):
Oh yeah, that's a big one.
Jack (11:58):
People want to see what other people are saying.
Jill (11:59):
Especially when anyone can say anything online.
Jack (12:03):
Right.
Students are looking to theirpeers.
Jill (12:04):
Reviews, testimonials, user generated content.
Jack (12:08):
That's the stuff that really influences their
decisions.
Yes.
It's like, don't just tell meyour school is great, show me
what other students are saying.
Jill (12:15):
Exactly, because people trust their peers.
Jack (12:18):
More than some marketing message.
Jill (12:19):
Way more.
Jack (12:20):
So colleges need to get good at collecting social proof.
Jill (12:23):
And showing it off.
Jack (12:25):
Like, highlight those student testimonials.
Jill (12:27):
Yeah.
Jack (12:28):
Tell those alumni success stories.
Jill (12:30):
Let those real voices be heard.
Jack (12:32):
Those students become ambassadors for the school.
They do.
Sharing their experiences.
Jill (12:36):
And that authenticity is so valuable.
Jack (12:39):
It is.
Jill (12:40):
It's how you build a community.
Jack (12:41):
That feeling of belonging.
Jill (12:42):
And it lets potential students see themselves in those
stories.
Jack (12:46):
So it's not just one way communication anymore.
It's
Jill (12:49):
not.
Jack (12:49):
That old.
Broadcast model of marketing.
Jill (12:52):
Right.
Jack (12:53):
It's more collaborative.
Jill (12:54):
And participatory.
Jack (12:55):
Exactly.
It's a
Jill (12:56):
two way conversation.
Jack (12:57):
Where students feel like they're part of something.
Jill (12:59):
And it's about being responsive.
Jack (13:01):
Listening to what students are saying.
Jill (13:02):
Yeah.
Jack (13:03):
And changing your strategies based on that.
Jill (13:05):
Exactly.
Higher education marketing isn'tabout.
It's not about yelling theloudest anymore.
Jack (13:10):
It's more subtle.
Jill (13:11):
It's about having real conversations.
Jack (13:13):
Building those relationships.
And
Jill (13:14):
earning trust.
Jack (13:15):
And using technology to make those conversations even
better.
Jill (13:19):
Yeah, connect with students in a more meaningful
way.
Jack (13:22):
And give them a better experience.
Jill (13:24):
I think you summed it up perfectly.
Jack (13:25):
We're in a time of huge change.
Jill (13:27):
Huge.
And
Jack (13:27):
lots of opportunities.
And it's the
Jill (13:28):
schools that are going to do well.
Jack (13:30):
Are the ones that embrace the change.
Jill (13:31):
Yeah.
Jack (13:32):
And put authenticity and connection first.
Jill (13:35):
And keep learning.
Jack (13:36):
Speaking of learning, we were talking about the skills
people need in this new world ofAI.
Jill (13:42):
We were.
Jack (13:43):
What are some of the most important ones that higher
education marketers need todevelop?
Jill (13:48):
That's a great question, and it's something we'll dive
into right after this.
Jack (13:52):
Welcome back to the Deep Dive.
We were just talking about allthe skills that higher education
marketers need to develop in theage of AI.
Jill (13:59):
We were.
And I think one of the mostimportant ones right now is data
literacy.
Jack (14:04):
Data literacy.
So it's more than just knowinghow to use a spreadsheet, right?
Jill (14:07):
Yeah, it's about being able to really understand.
Like, what does it mean?
How do you interpret it?
And how can you use it to makebetter decisions?
Jack (14:17):
So, to tell a story with data, to shape your marketing
strategy.
Jill (14:21):
Exactly.
Marketers need to be comfortablelooking at trends, finding
patterns, and using thoseinsights to make their marketing
better.
Jack (14:29):
So, it's almost like being a detective, right?
Mm hmm.
Looking for clues and using datato figure out how to reach
students.
Jill (14:37):
I like that.
And once you've got thoseinsights, you've got to be able
to communicate them.
Jack (14:40):
Ah, so data storytelling is important too.
Jill (14:43):
It is.
It's taking all those numbersand turning them into a story
that people can actuallyunderstand and connect with.
Jack (14:48):
Makes sense.
And then there's digitalfluency.
Jill (14:50):
Right, which is so much more than just knowing how to
post on social media.
Jack (14:53):
Okay, so what does digital fluency look like for someone in
higher education marketing?
Jill (14:57):
It's about understanding the whole digital landscape.
You know, what makes eachplatform different, how to use
them effectively, how algorithmswork, how to optimize content
for different channels, reachingyour audience where they are.
Jack (15:11):
Sounds like a lot to keep up with, especially with how
fast things change online.
Jill (15:15):
It definitely is a challenge, but the colleges and
universities that are willing tolearn and experiment, those are
the ones that are going tosucceed.
Jack (15:22):
So being adaptable and open to new things is key.
Jill (15:25):
Exactly.
And of course, we can't forgetabout content.
It's still super important, butit's not enough to just create
any old content.
Right.
Jack (15:34):
It has to be good content.
Engaging, relevant to youraudience.
Jill (15:37):
Exactly, you gotta think like a publisher.
Creating stories that reallyresonate with your audience.
Stories that make them feelsomething.
Jack (15:45):
Yeah, and those stories need to be presented in a way
that works for today's students,who are much more visual.
Jill (15:50):
Absolutely.
That's why mastering SEO and GEOin education marketing was
talking about the importance ofvideo.
Jack (15:57):
It's everywhere these days, right?
Jill (15:58):
It is.
And for good reason.
Video brings your institution tolife.
You can show the campus,introduce faculty, share stories
about students who are doingamazing things.
It's a much more immersiveexperience.
Jack (16:11):
It's showing, not just telling.
Jill (16:13):
Exactly.
Jack (16:14):
And speaking of showing, we were talking earlier about
social proof.
Jill (16:17):
Oh, yeah.
That's so important.
Jack (16:19):
How can colleges really make the most of that in their
marketing?
Jill (16:23):
It's about actively looking for those authentic
voices.
You know, highlighting studenttestimonials, sharing those
alumni success stories, andencouraging user generated
content, letting students createand share their own experiences.
Jack (16:36):
Giving potential students a real glimpse into what it's
like to be a part of yourcommunity.
Jill (16:40):
Exactly.
And it's not just aboutcollecting those stories, it's
about how you use them.
Weaving them into your website,your social media, everything
you do.
Let those authentic voices shinethrough.
Jack (16:51):
So it's about transparency, authenticity, and
letting students speak forthemselves.
Jill (16:55):
Absolutely.
And as we move forward in thisnew landscape, it's crucial to
remember that technology is justa tool.
It's the people, the humanelement, that make all the
difference.
Jack (17:06):
So even with all this talk about AI, human skills are more
important than ever.
Jill (17:10):
They are.
As AI takes over more of thoseroutine tasks, it's the things
that make us human, ourcreativity, empathy, ability to
connect with each other, thosebecome even more valuable.
Jack (17:21):
It's not AI versus humans,
Jill (17:22):
right?
It's AI and humans workingtogether.
Jack (17:25):
And to do that well, we need good communication skills,
collaboration skills, andemotional intelligence.
Jill (17:30):
Absolutely.
The ability to buildrelationships, to inspire others
and to create a positive andsupportive environment.
Jack (17:37):
So as much as we need to become data savvy and digitally
fluent.
We can't lose sight of thosehuman skills.
Jill (17:43):
You got it.
Those are the skills that willhelp us not just survive, but
thrive in this new era.
To really use AI to its fullpotential.
To build a future wheretechnology and human connection
work together to make educationbetter for everyone.
Jack (17:56):
That's a great point.
And I think it's a great way towrap up this Deep Dive.
So, to everyone listening, Ihope this has given you some
things to think about.
Jill (18:03):
I hope so too.
It's such an exciting time to bein higher education marketing.
Embrace the challenges, keeplearning, and never stop being
curious.
Jack (18:11):
Because the future of education is being created right
now.
Jill (18:14):
Yeah.
Jack (18:15):
And we all have a role to play.
Jill (18:16):
Very well said.
Jack (18:18):
And on that note, we're signing off.
Thanks for joining us on theDeep Dive.
Hey there, you sent over a whole bunch of articles about
how So, AI is changing highereducation marketing, and it
looks like things are gettingpretty wild.
Jill (00:08):
Wild is right.
Jack (00:08):
It's not just websites and brochures anymore, right?
AI powered search is changinghow students find and interact
with schools, even before theyget to a website.
You got it.
In fact, one of the articlesMastering SEO and GEO and
education marketing pointed outthat almost two thirds of Google
searches don't even end with aclick.
(00:29):
Wow.
That's a huge problem forcolleges, isn't it?
They're spending all this timeand money building these amazing
websites.
Jill (00:36):
Yeah.
Jack (00:37):
But what if students never even see them?
Jill (00:38):
It's a big change, and it's forcing schools to really
think beyond traditional SEO.
The article you mentioned,Mastering SEO and GEO in
Education Marketing, actuallyexplains this new world really
well.
It talks about SEO, which we allknow.
Jack (00:53):
Search engine optimization.
Jill (00:54):
Right.
And then G E O Generative engineoptimization.
So
Jack (00:57):
SEO is like what we're used to, right?
Yeah.
Keywords, backlinks, making sureyour website is easy for Google
to understand.
Jill (01:04):
Exactly.
Jack (01:05):
But GEO.
That sounds pretty different.
Jill (01:07):
Yeah.
G E O is all about optimizingfor AI powered search.
Jack (01:12):
Like what?
Jill (01:12):
Like Google's Gemini.
Oh, okay.
Chat GPT, all those voiceassistants we use every day.
Jack (01:18):
So those AIs are actually giving students the answers
directly, without them everhaving to click a link.
Jill (01:23):
Yep.
Jack (01:24):
So a student could ask their phone, does ATC Toronto
offer an auto detailing program?
Right.
And boom, the answer just popsup on their screen.
Exactly.
From AI, not from some website.
Jill (01:33):
Right.
Jack (01:35):
The mastering SEO and GEO in Education Marketing article
called this zero click search.
Jill (01:41):
Yep.
That's it.
Jack (01:42):
I can see why colleges need to pay attention to this.
Jill (01:44):
They do.
This is where it gets reallyinteresting for colleges.
Yeah.
It means they can't just createcontent that has all the right
info.
Jack (01:51):
Right.
Jill (01:51):
It has to be structured in a way that AI can understand it.
Jack (01:54):
And then give it to the students as like the best
answer.
Jill (01:56):
Exactly.
The article called it answerfocused content.
Jack (02:00):
So, it's not enough to just have a page on your website
about, like, your auto detailingprogram.
Yep.
You need to know exactly whatquestions a student might ask.
Jill (02:08):
Yeah.
Jack (02:09):
And structure the content so it answers them directly.
Jill (02:11):
You got it.
Jack (02:12):
Huh.
Jill (02:12):
Interesting.
It
Jack (02:13):
is.
Think FAQ sections.
Jill (02:15):
Oh.
Okay.
Jack (02:16):
But they're specially built with something called
schema markup.
Jill (02:20):
Schema markup.
Jack (02:21):
Yeah.
It's kind of technical, but it'sbasically code that helps AI
understand the content.
Jill (02:28):
So it makes it more likely to show up when a student asks a
question.
Jack (02:31):
Exactly.
Schema
Jill (02:32):
markup.
Like a secret weapon for the AIage.
Jack (02:34):
That's one way to put it.
Jill (02:35):
So colleges need to learn to speak AI's language.
Jack (02:39):
I guess you could say that.
Jill (02:41):
It's not just what's happening on Google, is it?
Jack (02:43):
No, it's not.
Jill (02:44):
There was another article, AI in higher education.
Insights from Paula French onthe Filling Seats podcast.
Okay.
And it talked about socialsearch.
Oh, right.
So Gen Z and millennials aren'tjust using Google to find info.
They're using stuff like TikTokand Instagram.
Yeah,
Jack (03:02):
they want to see videos.
In stories, and realexperiences.
Jill (03:05):
Uh, something that they can connect with.
Jack (03:07):
Like, forget the fancy brochures.
Show me what it's really like tobe a student there.
Jill (03:12):
Exactly! That
Jack (03:13):
means colleges need to be thinking differently about their
social media, doesn't it?
Jill (03:16):
It does.
It's
Jack (03:17):
not just posting announcements.
Jill (03:19):
Right.
Jack (03:19):
It's creating stuff that's really engaging.
And
Jill (03:23):
it has to be made for the platforms where these students
are.
Jack (03:27):
So we've got AI search and social search.
Jill (03:30):
Yeah.
Jack (03:30):
And mastering SEO and GEO in education marketing.
Said voice search was over 27percent of all searches.
Jill (03:37):
Huge.
And it's only going to getbigger.
Jack (03:39):
Especially among younger people.
So we're talking about a totallydifferent way that students find
information.
Jill (03:45):
A huge change.
Jack (03:46):
It can feel overwhelming, can't it?
All these changes.
Jill (03:48):
It can, but good marketing still boils down to something
really simple.
Jack (03:52):
What's that?
Jill (03:53):
Connecting with your audience on a human level.
Jack (03:55):
Even with all this AI stuff going on.
Jill (03:57):
Especially with all the AI stuff going on.
Jack (03:59):
That's a good point.
Jill (04:00):
Smarter community college marketing strategies really
drove this point home.
Jack (04:05):
Okay, you need to know your audience.
Okay.
Like, really know them.
Jill (04:09):
What do you mean?
Jack (04:10):
What are they hoping for?
Okay.
What are they worried about?
What are their dreams?
Got it.
And then you got to make amessage that really speaks to
them.
Jill (04:17):
On an emotional level.
Jack (04:18):
Exactly.
Jill (04:19):
So even with AI, it's still about telling a good story
and understanding your audience.
Jack (04:24):
It always is.
Jill (04:25):
That's kind of reassuring, actually.
Jack (04:27):
It is.
Jill (04:27):
Smarter Community College marketing strategies made
another good point.
What was that?
They said, boring, generic adsare basically just wasting
money.
Jack (04:37):
Yeah, they don't work.
Jill (04:39):
So how do you create stuff that actually grabs people's
attention?
Jack (04:43):
That's the million dollar question.
Jill (04:44):
With all this going on, all this AI and everything.
Jack (04:46):
It's where creativity and strategy come in.
Okay.
But also using tools likeautomated scripts.
Jill (04:52):
Like what, how to transform Google Ads performance
with automated scripts wastalking about.
Jack (04:57):
Exactly.
Jill (04:58):
Let's talk more about those scripts.
Jack (04:59):
Okay.
How can they
Jill (05:00):
actually help colleges save time and money?
Well, imagine being able toadjust your ad bids as things
change.
Jack (05:08):
Okay.
Or
Jill (05:08):
pausing campaigns that aren't working.
Jack (05:10):
Automatically.
Jill (05:11):
Automatically, yeah.
So
Jack (05:12):
AI isn't replacing marketers.
Yeah.
It's like giving themsuperpowers.
Jill (05:16):
That's a good way to put it.
Jack (05:17):
So are you starting to see how much AI is changing things?
Jill (05:22):
I am.
Jack (05:22):
How it's changing the way colleges reach potential
students.
What really stands out to youfrom all of this?
Jill (05:29):
I think it's how fast everything is changing.
Jack (05:31):
Yeah.
Jill (05:32):
Search, social media, AI.
It's all happening so quickly.
Jack (05:36):
It's exciting, but it's a little scary too.
Jill (05:39):
It is.
Jack (05:39):
But mastering SEO and GEO and education marketing made a
good point.
Jill (05:44):
What was that?
Jack (05:45):
The colleges that are going to succeed are the ones
that are willing to try newthings.
Jill (05:48):
And adapt.
Jack (05:49):
Exactly.
If
Jill (05:50):
you're stuck in the old ways, you're going to get left
behind.
Jack (05:52):
So be bold and see what AI can do.
Jill (05:55):
That's the way to do it.
Jack (05:56):
Okay, we've covered a lot already.
Jill (05:57):
We have.
Jack (05:58):
Zero click search, answer focused content, social media,
automated scripts.
It's a lot.
And we're just getting startedwith this whole AI revolution in
higher education marketing.
We
Jill (06:08):
are.
There's so much more to talkabout.
Jack (06:10):
There is.
Like how AI can change the wholestudent experience.
Oh,
Jill (06:14):
yeah.
Jack (06:14):
Customized learning.
AI tutors, instant feedback,
Jill (06:18):
incredible stuff,
Jack (06:19):
like something out of a movie,
Jill (06:20):
it is.
And
Jack (06:21):
that's exactly what we're talking about next.
Jill (06:23):
Can't wait.
Jack (06:24):
So stick with us as we keep exploring the future of
higher education marketing inthe age of AI.
Jill (06:29):
I'm ready.
You know, we were just talkingabout how colleges need to Stand
out, right?
Yeah.
Get people's attention witheverything going on online.
Right, right.
Mastering SEO and GEO andeducation marketing talked about
must click content.
Jack (06:44):
Must click content.
What is that?
Jill (06:46):
It's.
Giving students something thatAI can't.
Jack (06:50):
Okay.
Jill (06:51):
Like a deeper look at something or more interactive
experience.
Oh.
A way to see what makes theschool unique.
Jack (06:57):
I see.
Jill (06:58):
Like think about interactive tools or those
virtual tours.
Oh yeah.
Where you feel like you'reactually walking around campus.
Yeah.
Or those quizzes that help youfigure out what you're
interested in.
Jack (07:08):
So you're not trying to beat AI at its own game.
Jill (07:12):
Right.
Jack (07:13):
Giving those quick answers.
Jill (07:14):
No, it's more about giving something richer.
Jack (07:16):
Okay.
Jill (07:17):
Something that makes them want to learn more.
Jack (07:19):
Makes them curious.
Exactly.
Jill (07:20):
Right.
AI can give you info.
Jack (07:23):
Yeah.
Jill (07:23):
But it can't replace that feeling you get when you really
connect with something.
Jack (07:28):
On a personal level.
Jill (07:29):
Yeah.
Jack (07:29):
I guess that brings us back to the importance of human
connection.
Jill (07:32):
It does.
Jack (07:33):
Which seems even more important now with all this AI.
Jill (07:36):
Absolutely.
Jack (07:37):
AI can do a lot to personalize the student
experience.
Jill (07:41):
It can.
Jack (07:41):
But it's still people who make them feel like they belong.
Jill (07:45):
Right.
Like a friendly admissionscounselor.
Jack (07:47):
Or a professor who's really excited about their
subject.
Jill (07:49):
Yeah.
Someone who really sees them forwho they are.
Jack (07:52):
So it sounds like we're talking about a mix.
Jill (07:53):
The hybrid approach.
Jack (07:54):
Yeah.
Use AI to make things easier.
Get info.
Personalize things.
Uh huh.
But still have real people thereto help the students along the
way.
Jill (08:02):
Exactly.
It's about using the best ofboth worlds.
So,
Jack (08:07):
AI can recommend programs or analyze data or tailor
content.
Jill (08:12):
Okay.
Jack (08:12):
But people build those relationships and that trust.
Jill (08:15):
Makes sense.
And AI and higher education wastalking about AI actually
transforming learning itself.
Jack (08:21):
It was.
Jill (08:22):
I mean, the possibilities are crazy here.
They
Jack (08:23):
are.
Jill (08:24):
AI tutors, personalized learning platforms, feedback
right away.
Jack (08:28):
It's mind blowing.
Jill (08:29):
But what about people's concerns about AI?
Jack (08:31):
Like what?
Jill (08:32):
Like, will it take away people's jobs?
Jack (08:35):
Oh yeah.
Jill (08:35):
I mean, it's a natural worry, isn't it?
Jack (08:37):
It is, but I think it's more about jobs changing.
Jill (08:39):
Not disappearing completely.
Right.
Jack (08:41):
AI can handle the repetitive tasks.
Jill (08:44):
So educators are free to do what they do best.
Jack (08:46):
Right.
Things like mentoring andinspire
Jill (08:48):
helping students think critically.
Jack (08:50):
Exactly.
It's about working together, notcompeting.
Jill (08:52):
AI is a tool.
Jack (08:53):
Exactly.
Not
Jill (08:54):
a replacement.
That's it.
And this idea of workingtogether goes beyond just the
classroom.
Doesn't it?
It's like, remember whatmastering SEO and GEO in
education marketing said aboutvideo.
It's becoming so important.
Jack (09:08):
It seems like everyone wants to watch stuff these days.
Jill (09:10):
They do more than just read.
Jack (09:12):
Exactly.
Jill (09:12):
Video lets you actually show.
Your campus.
Jack (09:16):
Okay.
Jill (09:17):
Or introduce the faculty.
Right.
Share those success storiesabout students.
Jack (09:22):
It brings the whole place to life.
Jill (09:24):
In a way that words just can't.
Jack (09:26):
Yeah, it's like giving potential students a front row
seat.
Jill (09:29):
Exactly.
No matter
Jack (09:30):
where they are.
Jill (09:31):
And that article also reminded us that Gen Z and
Millennials are using TikTok andInstagram to search.
Jack (09:38):
Like, they're literally using them as search engines.
Jill (09:41):
Yeah.
Jack (09:41):
So colleges need to be there too, right?
Jill (09:43):
They do, and they need to create content that feels right
for those platforms.
Jack (09:47):
There are no more boring brochures.
No
Jill (09:49):
more
Jack (09:49):
boring
Jill (09:49):
brochure.
Jack (09:50):
It's all about short, fun videos.
Uh
Jill (09:52):
huh.
Jack (09:53):
Real stories, stuff that looks good.
Jill (09:55):
It has to feel Natural on the platform
Jack (09:57):
and fit with how those students are actually using it.
Jill (10:00):
Exactly.
Jack (10:01):
So we need to be storytellers.
Jill (10:03):
We do
Jack (10:03):
not just marketers.
It's not just about facts andfigures,
Jill (10:06):
right?
Jack (10:07):
It's about grabbing attention
Jill (10:08):
and making people feel something,
Jack (10:10):
creating a connection.
And
Jill (10:11):
that brings up authenticity,
Jack (10:13):
authenticity.
Yeah,
Jill (10:14):
it's a big buzzword.
Jack (10:15):
It is.
Jill (10:16):
But what does it actually mean?
Jack (10:18):
Yeah, what does it look like?
Jill (10:20):
It means being real.
Jack (10:21):
Okay.
Jill (10:22):
Showing what makes your school unique.
Jack (10:24):
Okay.
Jill (10:25):
Students can tell when something's fake.
Right.
They want to see real studentsand faculty.
Real stories that show howdiverse and interesting your
community is.
Jack (10:34):
So don't just say you're welcoming.
Jill (10:36):
No.
Jack (10:38):
Show it.
Jill (10:38):
I like that.
Jack (10:39):
So less polish and more real life.
Jill (10:41):
Less perfection.
Jack (10:42):
Yeah, and more relatable experiences.
Yeah,
Jill (10:44):
I get that.
Jack (10:45):
Embrace what makes your school different.
Jill (10:48):
The quirks, the imperfections, those are the
things that make it special.
Jack (10:52):
And be honest about the challenges.
Jill (10:53):
Students appreciate that.
Jack (10:55):
They do.
They like that honesty.
Jill (10:56):
So it's about finding the right fit.
Jack (10:58):
Exactly.
Not
Jill (10:59):
just trying to get as many students as possible.
Jack (11:01):
That's right.
And data can help with this too.
Jill (11:03):
Okay.
Jack (11:04):
We can use data to figure out what students are looking
for.
Jill (11:08):
What they're interested in, what they're worried about.
Jack (11:10):
So we can make messages that really connect with them.
Jill (11:12):
And create content that feels more personal.
Jack (11:15):
So data can be a guide.
Jill (11:17):
That
Jack (11:18):
helps us create marketing that doesn't feel so salesy.
Jill (11:22):
Right, it's more like an invitation to join something.
Jack (11:26):
We have to be careful with data.
We
Jill (11:28):
do.
It's not just about collectingit.
Jack (11:30):
It's about using it ethically.
Jill (11:31):
Exactly.
Jack (11:32):
And responsibly.
Jill (11:32):
That's a really good point.
Jack (11:34):
We've been talking about AI and data.
Jill (11:36):
Yeah.
Jack (11:36):
But we can't forget about the ethics.
Jill (11:38):
Definitely not.
Jack (11:39):
Students need to know we're using their data.
The right way.
Jill (11:42):
Absolutely.
Transparency is key.
Jack (11:45):
And trust.
And
Jill (11:45):
respecting their privacy.
Jack (11:47):
Those are all super important.
Jill (11:48):
They are.
Jack (11:49):
And this actually leads to another trend that Mastering SEO
and GEO in Education Marketingmentioned.
Jill (11:54):
What's that?
Jack (11:56):
Social proof.
Jill (11:56):
Oh yeah, that's a big one.
Jack (11:58):
People want to see what other people are saying.
Jill (11:59):
Especially when anyone can say anything online.
Jack (12:03):
Right.
Students are looking to theirpeers.
Jill (12:04):
Reviews, testimonials, user generated content.
Jack (12:08):
That's the stuff that really influences their
decisions.
Yes.
It's like, don't just tell meyour school is great, show me
what other students are saying.
Jill (12:15):
Exactly, because people trust their peers.
Jack (12:18):
More than some marketing message.
Jill (12:19):
Way more.
Jack (12:20):
So colleges need to get good at collecting social proof.
Jill (12:23):
And showing it off.
Jack (12:25):
Like, highlight those student testimonials.
Jill (12:27):
Yeah.
Jack (12:28):
Tell those alumni success stories.
Jill (12:30):
Let those real voices be heard.
Jack (12:32):
Those students become ambassadors for the school.
They do.
Sharing their experiences.
Jill (12:36):
And that authenticity is so valuable.
Jack (12:39):
It is.
Jill (12:40):
It's how you build a community.
Jack (12:41):
That feeling of belonging.
Jill (12:42):
And it lets potential students see themselves in those
stories.
Jack (12:46):
So it's not just one way communication anymore.
It's
Jill (12:49):
not.
Jack (12:49):
That old.
Broadcast model of marketing.
Jill (12:52):
Right.
Jack (12:53):
It's more collaborative.
Jill (12:54):
And participatory.
Jack (12:55):
Exactly.
It's a
Jill (12:56):
two way conversation.
Jack (12:57):
Where students feel like they're part of something.
Jill (12:59):
And it's about being responsive.
Jack (13:01):
Listening to what students are saying.
Jill (13:02):
Yeah.
Jack (13:03):
And changing your strategies based on that.
Jill (13:05):
Exactly.
Higher education marketing isn'tabout.
It's not about yelling theloudest anymore.
Jack (13:10):
It's more subtle.
Jill (13:11):
It's about having real conversations.
Jack (13:13):
Building those relationships.
And
Jill (13:14):
earning trust.
Jack (13:15):
And using technology to make those conversations even
better.
Jill (13:19):
Yeah, connect with students in a more meaningful
way.
Jack (13:22):
And give them a better experience.
Jill (13:24):
I think you summed it up perfectly.
Jack (13:25):
We're in a time of huge change.
Jill (13:27):
Huge.
And
Jack (13:27):
lots of opportunities.
And it's the
Jill (13:28):
schools that are going to do well.
Jack (13:30):
Are the ones that embrace the change.
Jill (13:31):
Yeah.
Jack (13:32):
And put authenticity and connection first.
Jill (13:35):
And keep learning.
Jack (13:36):
Speaking of learning, we were talking about the skills
people need in this new world ofAI.
Jill (13:42):
We were.
Jack (13:43):
What are some of the most important ones that higher
education marketers need todevelop?
Jill (13:48):
That's a great question, and it's something we'll dive
into right after this.
Jack (13:52):
Welcome back to the Deep Dive.
We were just talking about allthe skills that higher education
marketers need to develop in theage of AI.
Jill (13:59):
We were.
And I think one of the mostimportant ones right now is data
literacy.
Jack (14:04):
Data literacy.
So it's more than just knowinghow to use a spreadsheet, right?
Jill (14:07):
Yeah, it's about being able to really understand.
Like, what does it mean?
How do you interpret it?
And how can you use it to makebetter decisions?
Jack (14:17):
So, to tell a story with data, to shape your marketing
strategy.
Jill (14:21):
Exactly.
Marketers need to be comfortablelooking at trends, finding
patterns, and using thoseinsights to make their marketing
better.
Jack (14:29):
So, it's almost like being a detective, right?
Mm hmm.
Looking for clues and using datato figure out how to reach
students.
Jill (14:37):
I like that.
And once you've got thoseinsights, you've got to be able
to communicate them.
Jack (14:40):
Ah, so data storytelling is important too.
Jill (14:43):
It is.
It's taking all those numbersand turning them into a story
that people can actuallyunderstand and connect with.
Jack (14:48):
Makes sense.
And then there's digitalfluency.
Jill (14:50):
Right, which is so much more than just knowing how to
post on social media.
Jack (14:53):
Okay, so what does digital fluency look like for someone in
higher education marketing?
Jill (14:57):
It's about understanding the whole digital landscape.
You know, what makes eachplatform different, how to use
them effectively, how algorithmswork, how to optimize content
for different channels, reachingyour audience where they are.
Jack (15:11):
Sounds like a lot to keep up with, especially with how
fast things change online.
Jill (15:15):
It definitely is a challenge, but the colleges and
universities that are willing tolearn and experiment, those are
the ones that are going tosucceed.
Jack (15:22):
So being adaptable and open to new things is key.
Jill (15:25):
Exactly.
And of course, we can't forgetabout content.
It's still super important, butit's not enough to just create
any old content.
Right.
Jack (15:34):
It has to be good content.
Engaging, relevant to youraudience.
Jill (15:37):
Exactly, you gotta think like a publisher.
Creating stories that reallyresonate with your audience.
Stories that make them feelsomething.
Jack (15:45):
Yeah, and those stories need to be presented in a way
that works for today's students,who are much more visual.
Jill (15:50):
Absolutely.
That's why mastering SEO and GEOin education marketing was
talking about the importance ofvideo.
Jack (15:57):
It's everywhere these days, right?
Jill (15:58):
It is.
And for good reason.
Video brings your institution tolife.
You can show the campus,introduce faculty, share stories
about students who are doingamazing things.
It's a much more immersiveexperience.
Jack (16:11):
It's showing, not just telling.
Jill (16:13):
Exactly.
Jack (16:14):
And speaking of showing, we were talking earlier about
social proof.
Jill (16:17):
Oh, yeah.
That's so important.
Jack (16:19):
How can colleges really make the most of that in their
marketing?
Jill (16:23):
It's about actively looking for those authentic
voices.
You know, highlighting studenttestimonials, sharing those
alumni success stories, andencouraging user generated
content, letting students createand share their own experiences.
Jack (16:36):
Giving potential students a real glimpse into what it's
like to be a part of yourcommunity.
Jill (16:40):
Exactly.
And it's not just aboutcollecting those stories, it's
about how you use them.
Weaving them into your website,your social media, everything
you do.
Let those authentic voices shinethrough.
Jack (16:51):
So it's about transparency, authenticity, and
letting students speak forthemselves.
Jill (16:55):
Absolutely.
And as we move forward in thisnew landscape, it's crucial to
remember that technology is justa tool.
It's the people, the humanelement, that make all the
difference.
Jack (17:06):
So even with all this talk about AI, human skills are more
important than ever.
Jill (17:10):
They are.
As AI takes over more of thoseroutine tasks, it's the things
that make us human, ourcreativity, empathy, ability to
connect with each other, thosebecome even more valuable.
Jack (17:21):
It's not AI versus humans,
Jill (17:22):
right?
It's AI and humans workingtogether.
Jack (17:25):
And to do that well, we need good communication skills,
collaboration skills, andemotional intelligence.
Jill (17:30):
Absolutely.
The ability to buildrelationships, to inspire others
and to create a positive andsupportive environment.
Jack (17:37):
So as much as we need to become data savvy and digitally
fluent.
We can't lose sight of thosehuman skills.
Jill (17:43):
You got it.
Those are the skills that willhelp us not just survive, but
thrive in this new era.
To really use AI to its fullpotential.
To build a future wheretechnology and human connection
work together to make educationbetter for everyone.
Jack (17:56):
That's a great point.
And I think it's a great way towrap up this Deep Dive.
So, to everyone listening, Ihope this has given you some
things to think about.
Jill (18:03):
I hope so too.
It's such an exciting time to bein higher education marketing.
Embrace the challenges, keeplearning, and never stop being
curious.
Jack (18:11):
Because the future of education is being created right
now.
Jill (18:14):
Yeah.
Jack (18:15):
And we all have a role to play.
Jill (18:16):
Very well said.
Jack (18:18):
And on that note, we're signing off.
Thanks for joining us on theDeep Dive.
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