In today’s online landscape, content is king. What better way to create value for a brand than through storytelling? EU Business School, an international higher education institution, has chosen to provide its audience with an elaborate range of content covering various business- and education-related subjects.
What makes EU Business School’s blog successful isn’t the school’s ability to comply with modern marketing trends in their content creation process. Rather, the strength of their blog is that it is a perfect reflection of their mission statement and academic tradition, which happens to have been efficiently adapted in order to leverage current online communication best practices. This is a good example of “substance over form”. In other words, they have endeavored to identify high value added content and package it to conform to the best possible way to create brand value.
On its blog, EU Business School publishes content addressed to current and prospective students, just as you would expect. However, the writers also create engaging editorial content which can be consumed by pretty much anyone who has their mind set on professional success.
An entire section which is devoted to “Learning from Leaders” offers a look into the lives of modern entrepreneurs and business leaders. The guest speakers share their experiences in global management, entrepreneurship, strategic marketing and finance, adding their voice to the EU Business School narrative of global citizenship and the importance of adaptability in today’s fast-changing business landscape.
Similar to Harvard University’s landmark decision to upload hundreds of class materials and offer open-access to anyone who desires to learn, EU Business School invites its audience into its classrooms to “learn from leaders”.
Today’s content frenzy has had an adverse effect on the quality of content that is produced, even by major institutions such as universities or multinational brands. Many simply add to the unrelenting digital noise that we all have to sift through every day.
Over the past years, many have complained about the internet having a negative impact on the quality of content. Marketers have been busy spewing keyword-optimized content without much regard to actual end-user experience. Many would agree that this focus on quantity over quality has made navigating content online an exercise in attempting to identify and avoid poor content while searching for rich and entertaining content.
We will surely never run out of entertaining content online. There is also, if you manage to find it, educational and informative content. It would appear that the modern marketer’s true challenge is to cleverly produce both entertaining and smart content, and manage to make this content available to the audiences that are so desperately searching for it.
So, kudos to EU Business School for doing just that.