According to our prospect student survey research, 89% of university applicants want to see content created by current students. Whether it's a short video with an ambassador talking about how they budget for the week, photos showing off the campus setting, or an FAQ explaining how to apply for accommodation, content that is filmed or written by your ambassadors has the power to capture the attention of your audience online and help them visualise themselves studying at your institution.
With our Content feature, it's easy to work collaboratively with ambassadors on content creation, and review and approve content to be shared with your target audience.
Content that is created on TAP doesn't have to be used solely to enhance the TAP Feed or appeal to your app users. We work with institutions who use the tools on The Ambassador Platform to source suitable content that they can then use across multiple channels, in different campaigns, and to inform students at all stages of the funnel.
How do I create content with my ambassadors?
1. Enable your best content creators to work with your on creating photos and videos around their experiences. You can activate their profiles for the Content feature by going into our Ambassador Hub...
2. Create content groups around key topics and themes you want your ambassadors to cover
3. Ambassadors will create content on these subjects and upload this through the app. All content will pull through to your content gallery in the admin dashboard, where you can review, approve, delete, download, or share to RSS as you see fit! This allows the message to be controlled and risks (such as the Competition and Markets Authority regulation) to be managed.
What other content-related tools are at my disposal on TAP?
Powerful editing, management and publishing tools make posts and content easy to manage:
-
Our handy filters in the content gallery makes it easy for you to review unpublished content only
-
You can perform bulk operations on TAP and publish/unpublish/download/delete multiple pieces of content in just a couple of clicks
-
RSS integration into popular Social Media Management tools means collaboration with your existing content strategy and tooling is simple. Speak to your Client Success Manager about getting this set up!
-
Publishing directly to the Feed on your website means you can keep user-generated content fresh on your website in a searchable format at the click of a button.
-
Simple downloading functionality means you can use your content whenever you want.
What reporting can I see related to published content?
Content sparks conversation and can often be an ice breaker for a prospective student who is viewing the TAP Feed and not sure who to immediately talk to. For all content that is shared on the TAP Feed, we have an 'ask me a question' button next to these photos and videos. In your prospect report, you will be able to see how many sign ups have come directly from the content section of the Feed (FYI - our best content creating institutions see around 5-10% of all their conversations started via the content posts)!
There's also tonnes more insights relating to your published content, and the impact it has had on engagement. Head to your Reporting > Content, and you will see a screen like this...
You can sort this table to see the most viewed/liked/shared content. By doing so, you will also see what type of content is having the greatest response with your prospective audience and be able to make choices around your content strategy based off this insight. We also display the content creator's name in this table, so that you can get a sense of who your best performing ambassadors are.
I can see that content is having a massive impact on prospects! How can I incentivise ambassadors to create even more suitable content on TAP?
Whenever you use the posts that your ambassadors create, they earn bonus career points – this will only strengthen their desire to create for you. If they're not creating content that you want to use, collaborate with them to adjust their strategy so that you get the content you want while they earn the career points they need to build their career reference.
Finally, The Ambassador Platform has built-in terms for IP Assignment from the ambassador to the institution for whom they are creating. This means you don't need to come up with your own terms or worry about limits on the use of the content created by your ambassadors.
If you have any questions about Content, just get in touch at support@theambassadorplatform.com.