Transcript
WEBVTT
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You definitely want to make sure that
you know whatever you're using stadd and somehow
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another to google search console. You
are listening to the Higher Ed Marketer,
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a podcast geared towards marketing professionals in
higher education. This show will tackle all
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sorts of questions related to student recruitment, don'tor relations, marketing trends, new
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technologies and so much more. If
you are looking for conversations centered around where
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the industry is going, this podcast
is for you. Let's get into the
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show. Welcome to the High Ed
Marketer podcast. I'm troy singer and I'm
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here with my cohost and cross country
cheerleader, Bart Taylor, and today we
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both talked to Cam Tracy, Web
Development Agent at Union University in Jackson,
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Tennessee, and we're going to talk
a little bit about the evolution of the
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websites and Higher Ed Marketing. Yeah, I had a chance to meet CAM
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few months ago through a through another
person at Union University that I've known for
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a while, Rick Taphorn, and
Rick shared with me that Cam has been
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the director of the web since its
inception in one thousand nine hundred and ninety
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five, and I was fascinated with
that. I've had an opportunity to be
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involved with my Alma Mater's website since
the early days as well, and so
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I just was really looking forward to
talking to cam today. I just about
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his involvement on one highered website for
going on, you know, twenty five,
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twenty seven years now, and so
it's a great conversation even if you're
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not interested in kind of the the
reminiscing. I CAM has a lot of
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really good things to talk about with
just how the how he engages with the
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Communications Department, how he keeps everybody
up to speed and even how he shares
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some of that knowledge with the adjunct
teaching that he does at Union. And
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so it's a good episode. I'm
looking forward to sharing it. Here is
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our conversation with can tracy. It's
my pleasure to welcome can tracy from Union
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University in Jackson, Tennessee, to
the Higher Ed Marketer podcast. Can thank
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you for joining us today. Sure
I'd be here came if you would tell
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us a little bit about Union University
and then your role. They're sure youngs
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is a small, liberal, large
private institution and Tennessee. We've been.
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We're about to come up on our
bicentennial. So we'll be celebrating two hundred
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years next year. I've been here
for about twenty seven of those two hundreds.
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Well, that is wonderful. And
what have you done over that twenty
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seven years? On a high level, I think we're going to get into
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some of it when we talk about
the history of Web Development in higher education,
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but give us a little bit about
your journey. Well, I started
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in the library actually, and instructional
technology, of course. When I graduated
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from college, I don't know what
the Internet was and I took a job
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about a year and a half after
he graduated back in Mama Motor and kind
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of stumbled into doing the web when
I was here. We got the Internet
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when I first probably we without a
month or two of me coming back and
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then as just sort of got insted
in it and volunteered to do the website.
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That's great. So I know that. You know I was fascinating when
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I was when I was talking to
one of your peers, Rick Taphorn,
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there at Union and he was telling
me about your being there for for twenty
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two years and having really been in
charge of the web for all of twenty
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two of those years. And so
it's interesting to me because I've had the
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opportunity to work with my Alma Mater
as an external partner, but to help
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them with their website for for nearly
about the same time, and it's interesting
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the idea of how much it's changed. I mean, I mean just I
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know different schools, like when I
when I was helping Anderson, you know,
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it was in the it department and
I think I remember the very first
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time I saw it. It was
like just, you know, picture of
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the IT guys. You know,
can I hammon it up? Welcome to
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welcome to the university. Tell me
a little bit about how it kind of
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evolved at union with with your recollection. Well, I thought we needed something.
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Oliver Dassman had just gotten the Internet
instituted at Union. He had had
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to go to administration and convinced them
that the Internet was going to be a
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good thing for us going forward,
and it's seen to kind of weird to
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think you have to convince somebody that
now, but at the time it's kind
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of like I need to have running
water from my house. Yeah, exactly.
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But once that guy put in,
I started, you know, using
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the Internet a lot more and started
so I thought was talking to Ourpr office
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and just said you mind if I
try to put something together? So I
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said sure, we'd love for you
to do something, and so I took
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the undergraduate catalog and that was my
content at the time. We didn't have
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I mean we had news releases and
things like that, but what described the
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school was the catalog at the time. And so start of that spent about
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two months at night, not during
the day, because I admout structural technology
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things going on, and kind of
put it together and we actually launched December
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ninth of ninety five. So we've
celebrated twenty six years now, I guess
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with that. Yeah, it's just
been developing, evolving ever since. I
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went for a graduate degree probably a
few years later, and when I came
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back I was able to just focus
on the website full time. At the
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time that wasn't a it wasn't a
job, you know, to be the
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web developer of the university. It
was, you know, a sideline thing
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or something on those lines, but
they let me focus on it completely starting
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about ninety nine, and so it's
great. That's kind of kind of when
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things started to take off. was, you know, late s ninety nine.
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I remember we launched a website for
the for my own modern ninety nine,
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and you know, it got picked
up by the chronicle and things like
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that because there really really wasn't hurting
anybody that was using the website. And
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and so I'm I find it fascinating
just to kind of see how much things
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have changed in your your involvement in
the past twenty six years with it.
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It's a it's a testimony to just
kind of that ongoing learning and I guess
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that's one thing I was just going
to ask you about a little bit,
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as it just how have you stayed
up on all that? I mean,
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you know, you and I both, I mean we probably remember the days
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of bracket, html Brackett, you
know, starting to write it that way,
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whereas you know today, I mean
a lot of people don't understand,
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especially younger generations don't understand, you
know, what a content management system really
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how that change the game, sure
to doing. I mean it's, like
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I said, when I went to
floor state for my graduate degree, I
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kind of was able to formalize some
of the things I was learn you are
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learned on my own, you know. Ever since then just tried to keep
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up. You know through I'm part
of the number of organizations and just kind
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of you know, I like to
play and that oftentimes googling something that went
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now googling something, but, you
know, just trying to find somebody else
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that done something similar, look at
their source code and kind of, you
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know, Mimick it for yourself and
just, you know, a lot of
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it. Also teach. So I
when I got my graduate degree, I
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came back and I've been teaching adjunct
for twenty two years now, and so
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that kind of keeps in fresh as
well. I mean I get to see
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the student gets see it through the
students eyes and then I have to of
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course, present it to them in
a way that is understandable for them now
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and of course I get to teach
all the new stuff and I still have
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to maintain some of the old stuff. But you know, can't always be
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cutting madge, on everything you're doing, you know. But I guess even
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beyond the idea of just the you
know, looking back and kind of walking
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down memory lane, things have really
changed. I mean there's been a focus
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change, if I if I'm kind
of hearing you correctly, and I know
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this as well too, but back
then you said, you know, content
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with the catalog, and you know
tell me how that's kind of evolved over
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time that you've seen. Sure,
I mean we started with just, you
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know, buckets essentially that you know. I think we had about ten pages
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that you go to and then maybe
drill down to a department site and things
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like that, based up on what
they put catalog. But you know,
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as things progress, you know we've
been through multiple iterations of our website now.
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You know, we sort of shifted
to a news focus first. You
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know, that was like you came
up to you know, newspaper about union
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and maybe seeing and then those links
were sort of off to the side.
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But then, you know, as
things progressed probably into the two thousands,
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we started going with more of a
marketing and missions type focus so that,
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you know, this is the first
impression of prospective student, prospective parent will
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have, and so that's going to
be we're going to put that out front
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and you can still get to all
the other stuff, but we started adding
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more layers, different you know,
more sophistication, I guess, to it
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to make it more visually peeling and
more functional to get to everything. Of
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course, you know where you probably
know this ring a higher education website.
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You know, everybody wants their site
on the linked off the front page,
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with all their content linked off front
page, and we've kind of gotten away
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from that now with the with the
missions focus, but we do still have
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sort of, you know, some
ways to get to everybody, everything from
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are you know, master navigation list
there as well. Yeah, and I
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think that it's changed. I mean, I don't know about you, but
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I mean obviously that the sites have
gotten bigger. Content is really kind of
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driving a lot more. Mean we
have to be a lot more conscious of
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keywords and Google and things like that. And I mean, and I guess
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I go back to you know,
just how are you keeping up on all
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that? I mean I know that
you know you're doing it day by day,
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you're teaching it, but I mean
where do you go to kind of
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learn what's going on, or do
you just are you just a student of
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paying attention to everybody else? I'm
paying attention to quite a bit, but
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I mean, no organizations. HIDEWEB
has been a great resource for me.
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been to a number of their fiscal
conference. Has Been doing a lot their
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all allow once since the pandemic and
picked up a lot quite a bit from
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there. I really like the list
apart group and they're event apart. Some
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of the things they do is very
cutting madge. But for how I read,
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I mean just as far as staying
current on things. It's no seeing
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somebody else do something then Google out
how to do it. Kind of see
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what trends will take you. I
guess is sort of out keeping keep up
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to day. In the way things
are changing so rapidly, I imagine that
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it can be a challenge keeping up
with the technology, but also, since
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this is the Higher Ed Marketer,
also keeping your marketing colleagues and so how
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are those conversations going and making sure
that they are staying flexible and helping them
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to adapt, because I'm sure there
are lots of changes that you have to
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talk to them on a weekly basis. Sure. Well, I'm in the
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communications office, so I'm in constant
contact with our marketing folks there, you
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know, right down the hall and
are on my team. I think a
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lot of hihad groups have their web
master and their it department or maybe some
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other location, and I just find
it works best for us. It's not
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right or wrong, you know,
of course, but yeah, we're continually
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going back and forth with you know, how do we get this program More
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appalls? How do we promote this
event, and just trying to strategize the
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best ways to do that. Course, Google tag manager became a really good
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resource for our marketing folks to be
able to do the things they need to
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do and not I don't have to
go in update the website every time they
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have a new, you know,
ad that's going up. We can just
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add it to tag manager and it
push es it don there, you know,
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Friday things like that. But yeah, just seeing quite a bit with
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helping our marketers do their job and
being the authorititive source for the information.
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Is what I feel like my job
is, and so, you know,
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just letting them be where the audience
is and then, you know, helping
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them drive them back to our site
for more detailed information and more and maybe
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the functionality of registering for an event
or hitting the call for entries on applying
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enquire things like that. Yeah,
it seems to me like even though some
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of those things, even the way
that forms are evolving and management is evolving.
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You know, I'm not sure how
much you know self management. Some
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of the other team members have as
far as content development. But you know,
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that seems to be a trend sometimes
too, as being able to have
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different people being able to log in
to manage different areas of the website.
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It back in the day, you
know, if we can say that.
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Back in the day, you know, you really had to know html code,
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you need, you needed to know
some basics of scripting to be able
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to edit those things. But with
with modern tools, you know, as
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long as somebody's a good content you
know person and they understand the basics of
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a word type of interface, it
changes things and I think that opens up
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a lot more tools for the highed
marketers. Sure, sure, I mean
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you cms is definitely a great,
great tool. I mean, I'll built
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once I learned how to do database
design, with the hooking on database up
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to a website, I've been able
to build a lot of things that leverages
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some of the content that, you
know, people update, like our news
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folks have been able to post since
adding that from a content management system,
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and so we sort of have a
homegrown system for what we're doing and some
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of the department sites we you know, kind of build all tools to let
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him do it. But content for
you know, a lot of folks.
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Content Management Systems, wordpress, variety
of those tools are a great resource to
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be able to allow people to use
stamplets that are existing and go from there.
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So yeah, yeah, a lot
of times. I mean I think
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that as you get more people involved
in it and they start to get used
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to the tools and things, whenever
ideal presentation always have a slide the time
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that either has YODA saying, you
know, you must UN learn what you've
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learned or, you know, you
fancy Er Alvin toffler quote that says,
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you know, the the litter to
the twenty one century or those not going
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to be those who can't read and
write, but those who can't, you
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know, learn on, learn and
relearn. But how do you help your
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colleagues understand that, you know,
maybe what's going on today with a piece
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of technology or with, you know, a certain way that digital marketing is
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working, whether it's the web or
whether it's social media. How do you
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help them understand that you know,
it's probably not going to be that way
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tomorrow or five years or even maybe
even the administration where hey, we just
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you know, they say, didn't
we just do this investment five years ago?
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We need to do it again already
and it mean things change. How
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do you kind of navigate that?
Well, it's building trust with your clients
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and just, you know, showing
them sort of like what some of the
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new opportunities are for getting the word
out out their programs or their events and
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teaching them how, you know it
when they're writing content potentially for their area,
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that fill it up with some of
those key words. And you know,
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what other types of things can we
use to put on their page or
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what our topic types of content streams
going to get on their page that they're
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going to help lodge it into Google's
brain, I guess, so that when
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people are looking for it that they'll
get to it. And you know,
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I do a lot of things behind
the scenes to you know, like I'm
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working with structured content, a lot
of structure, data, a lot now
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to what that kind of communicates directly. We have google. You know,
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someone will send me an event page, but I'll build that sort of behind
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the scene so that Google can see
that. So I kind of feel like
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my job is to put the best
face on it for them but then kind
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of make sure that the behind the
scenes is doing all the job, doing
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the job it needs to get rankings
and you know Google skiing in many ways
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for search and let mean we use
some of the being stuff and all that
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too, but just making sure that
you've got good web standards and you know
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that you're able to be seen a
variety of ways that you know that's the
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goal. You know. Final question
as we close the episode. Is there
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a final thought or maybe a takeaway
you could offer either folks that are in
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the Web Agencyat or the marketers that
work with them closely? Well, you
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know I've mentioned a few google tools. I mean you definitely want to make
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sure that you know whatever you using
is tied end somehow and other to google
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search console, Google's you know you
have good analytics, but more specifically Google
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I likes for now, so that
you'll have some that data in the future
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and that you're just utilizing some of
those tools as for intelligence on what it
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is you're trying to do to improve
your site and in just kind of shows
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you a lot of things. There's
other tools for that to the DUB bods
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and the those type of things,
but generally, yeah, those tools for
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what rely upon daily wonderful. We
really appreciate your time with us today.
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Can if someone would like to reach
out and start a conversation with you directly,
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what would be the best way for
them to do that? Well,
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see, trying to see CTRICY,
you you do channel the best way.
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Emails by favorite. That's generally about
it. So, I mean I'm on
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some of the socials, but out
overly responsive. Okay. Well, we
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certainly appreciate you being responsive to us
and being a guest on the show and
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we appreciate you taking us down the
journey that it's been fun listening to you
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and Bart reminisce of, from the
first time that you created websites for your
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almor maters to how everything has changed
today. Bart, do you have any
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final thoughts? Yeah, I really
appreciate a lot of what cams talked about
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today, with just the idea of
being able to evolve and kind of learn.
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I mean I think that that's such
a skill for high ad marketers,
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regardless if you're in the Web Department
or whether you're content writer or whether you
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are working in branding, designer,
whatever it is, being able to recognize
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that the more that you can adapt
and be flexible, the more valuable you're
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going to be to your institution.
And I think that some veterans like like
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Cam and myself and others who have
been around for a while, I think
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I've seen that over and over again
of just being able to adapt and pivot
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and change. I mean, you
know, I think Cam I really appreciate
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a lot of what he said.
They're at the end with with different ways
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of using the Google tools, whether
it's the search console or analytics for and
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some of what he's been talking about
today is you know, I end up
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doing more of the business relationships than
the actual, you know, development these
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days, and so, you know, I don't understand everything that can maybe
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talked about in some of these things, but I think that the fact that
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I've got people on the team that
can understand that and that I can trust
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them and that I need to adapt
and be flexible to realize that. You
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know, I don't need to know
at all, but I need to have
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people surrounding me that do know it, and I think that's something that we
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all can learn as highed marketers is
that we can't be an island. Even
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if your department of one or two, which I know a lot of small
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schools are, it's still is important
for you to be able to at least
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find other places. You know,
cam talked about some different resources of places
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that he goes to get inspiration,
whether they're list serves or whether their online
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websites or events or things like that. There's always other people out there that
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are willing to help. I know
there's organizations like knackap and and other places
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where a lot of schools kind of
gather around to do professional development, and
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those are important things to do as
you kind of learn to flex and adapt
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and change in this evolving digital market
place. I mean, we just we
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did a blog post this past week
on, you know, the metaverse and
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how that's going to change things,
you know, coming forward, and that's
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you know, we haven't even talked
about that on the hired marketer podcast yet,
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but the idea that there's a there's
a seismic shift coming in the way
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that we consume the data on the
Internet, and that's through, you know,
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this this virtual artificial r VR type
stuff, and you know, not
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to get into that today, but
it's going to require us to adapt and
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be flexible again, and so that's
that's kind of the takeaway that I'm taking
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away from a lot of this today. Thank you very much, Bart,
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and again thank you, Cam for
being our guest today. That closes our
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episode. The High Ed Marketer podcast
is sponsored by Klos Solutions, a marketing
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strategy and branding agency specializing in Higher
Ed Marketing, and by Think Patent did,
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00:19:59.319 --> 00:20:07.269
a Marketing Execution Company specializing incombining print, mail and digital marketing for cohesive,
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00:20:07.309 --> 00:20:11.549
dynamic outreach campaigns. On behalf of
my cohost Bart Kaylor, I'm troy
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singer again. As always, thank
you for joining us. You've been listening
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to the Higher Ed Marketer. To
ensure that you never miss an episode,
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