Posting regularly on LinkedIn to market your program is like trying to stick to a New Year’s resolution. Necessary? Absolutely. Easy? Not so much.

But why is it so tough?

Two reasons: 1) Deciding what to post, and 2) Actually posting it consistently.

Your content needs to be authentic, valuable, and, above all, it shouldn’t put your audience to sleep

It’s a little easier to post consistently once you’ve figured out what content you want to post.

But this is easier said than done. The problem with content runs a bit deeper. It’s not just about throwing something out there.

Your content needs to be authentic, valuable, and, above all, it shouldn’t put your audience to sleep

You already have the content

Here’s a magic word for you: webinars. If you’re running a graduate program, you’ve probably got a vault of these recordings sitting somewhere, gathering digital dust.

But let’s not just assume they’re gold. Do recorded webinars really hit the mark for good content? Let’s break it down:

Are they useful?

Most webinars dive into topics that prospective students care deeply about: financial aid, career outcomes, visa requirements, specializations. Your target audience will likely resonate with this content.

Are they authentic?

Here’s a litmus test: Would your prospects trust this content? Real conversations between admissions staff, faculty, current students, and prospects? These are practically primary sources - right up there with the content on your website.

Will they make your audience fall asleep?

Maybe. But we can fix that.

Remember the 8 second rule

People on the internet have an 8 second attention span on average. This means you only have 8 seconds to capture their interest and keep them engaged with your content.

Can you do this with a 45 minute webinar recording? Probably not.

The trick is to create little snippets from your webinar recordings: think YouTube Shorts or Instagram Reels.

GenZ is hooked to these videos and they offer a reliable way to engage people around the world.

How do I create these “short videos”?

The long way would be to talk to someone in Marketing/Comms at your university. But this is a sure shot way to get bored and give up.

To avoid this drudgery, you can simply upload and chop videos on Canva. It’s cheap, efficient, and quick.

A tool I’ve heard good things about is Choppity. It’s built for this use case, and lets you create snippets using only text prompts.