Beginning in early 2024, the Career Center placed an increased emphasis on YouTube as a part of its content marketing strategy, as well as its accessibility and scalability initiatives.
By creating and publishing evergreen educational content on the most essential career topics and frequently asked questions, students could get the answers they need without waiting for a workshop or career counseling appointment. Furthermore, by publishing the recordings of workshops and panels, our audience would not miss the content presented if they were unable to attend an event because of an academic or personal conflict. Lastly, this content would support inbound marketing strategies by building the Fordham Career Center’s authority and expertise in the university career services industry sector.
I served as the lead content strategist and partnered with Natassja Agina, as well as relevant subject matter experts, on creating the videos and necessary auxiliary materials, such as scripts and descriptions. Natassja Agina also helped to create motion graphics-based videos.
As the videos and channel have been performing above initial expectations, the Career Center will be working on creating more original content for YouTube. In the coming months, we plan to release a Master Class series, where alumni experts in a variety of fields can share their career journeys and expertise, as well as peer-to-peer instructional videos created by Fordham Career Ambassadors.
The performance of this initiative was tracked with YouTube Studio Analytics.
Results
Date Range: February 1, 2024 – January 31, 2025 (vs. February 1, 2023 – January 31, 2024)
- 236.48% increase in views
- 306.16% increase in watch time
- 497.77% increase in video impressions
- 71.05% increase in subscribers
Leave a Reply