Tag: Meltwater

In an era where higher education faces unprecedented challenges and opportunities, the recent Meltwater Summit offered crucial insights for leaders navigating a rapidly changing landscape. This gathering of creative minds, brand leaders and technology experts explored the critical intersection of compelling storytelling, branding and the power of artificial intelligence. Explore strategic takeaways poised to reshape how institutions connect with prospective students, build brand equity and harness AI to drive creative processes.  

Creativity Flows with You 

Reese Witherspoon set the tone with an honest reflection on the nature of creativity: it’s constantly flowing but rarely on a set schedule. The challenge isn’t finding ideas—it’s cultivating the environment and carving out dedicated time for them to flourish. The solution? Clear, consistent and intentional communication. Whether you’re bridging teams or brainstorming with collaborators, creating space for dialogue is what truly transforms good ideas into great ones. At EducationDynamics, we aren’t just completing tasks; we are constantly collaborating with each of our partners to ensure we produce the best content possible. Our solutions span creative services, brand strategy, awareness marketing and more—turning inspiration into action and strategy into results. 

AI: A Teammate, Not a Replacement 

AI emerged as a powerful ally throughout Meltwater Summit sessions, particularly when leveraged for the content creation process. One standout tactic shared was the “sandwich approach” to content creation, a straightforward framework for combining human creativity with AI support: 

1. Draft with Intent: Begin by outlining your core message or ideas. This first layer is where your expertise and objectives take shape, setting the foundation for compelling content.  
2. Expand with AI: Use AI tools to build upon your draft—generating copy variations, enhancing clarity or exploring new angles you may not have considered.  
3. Refine with Purpose: Continue to refine and rework AI-enhanced content through your own lens. Strengthen the structure, sharpen the voice and align it with your audience and brand tone. Great content takes more than one pass; it’s built through deliberate iteration.  

The takeaway was clear—AI isn’t here to replace your creativity. It should be used to to amplify it. When used intentionally, it becomes a partner in the process, helping ideas take shape faster than before. 

 At EducationDynamics, we embrace AI as a collaborative tool that helps streamline ideation and improve efficiency. It should be a jump-off point, not a final destination, supporting the creative process without replacing the human insight that drives it. 

Prompt Writing with AI

AI can be an amazing content marketing tool, especially when used to generate fresh ideas, streamline workflows, and tailor messaging for specific audiences. In order to achieve these goals using AI, effective prompt writing is also a critical asset.  

While a typical Google search might consist of just a few words, an effective AI prompt can span hundreds. The more detail you provide, the better your results will be. Don’t hesitate to ask AI to evaluate or improve your original prompt; collaboration is your asset when using AI. Treat an AI assistant as a teammate. Work with it, and understand it is there to work the foundation, not complete it.  

Important Tip: Protect your data. Avoid sharing sensitive information with public AI tools, and use secure, private systems that align with your institution’s compliance and governance policies. 

Smarter Workflows with AI

AI isn’t just for writing. It can streamline your entire workflow. From summarizing analytics and setting alerts for media mentions to helping coordinate across teams, AI is becoming an indispensable partner in day-to-day operations.

The takeaway: AI won’t take your job—but it might take over the tasks that are holding you back from your best work.

Content That Captures and Connects 

Creative content marketing has the power to elevate your institution’s voice and drive meaningful engagement across platforms. Today’s most effective content does more than inform; it creates an emotional connection. That means capturing content that feels real, engaging and multi-layered. Even one filming session can yield a wealth of valuable content. In each filming session, aim to produce the following: 

• A core message or question 

• Authentic behind-the-scenes footage 

At EducationDynamics, our creative services span the full content spectrum—including Organic Social strategies designed to help institutions tell their stories in ways that resonate and inspire, reaching students right at their fingertips.  

Strategic Content Planning

For university marketing leaders and content marketing managers alike, every piece of content should align with your larger content calendar and overarching brand goals. Don’t post just to fill the gap. Each piece should serve one (or more) of three purposes:

• Educate: Deliver useful and relevant information. 
• Engage: Spark genuine conversation and connection. 
• Encourage: Motivate your audience to act, advocate, or explore further

In higher education, for example, students crave content that both informs and resonates emotionally. Whether highlighting everyday moments or preparing for crisis communication, a plan—and a designated point of contact—ensures you can respond quickly and effectively.  

Always ask: How does this content deepen connections, build school pride or inform?   You’re not just telling a story—you’re shaping your institution’s impact.  

Build With Intention

From AI integration to authentic content creation, one message echoed throughout this year’s Meltwater Summit: success in today’s digital world means being intentional.  

The institutions that thrive are the ones building with purpose, thoughtfully engaging audiences and effectively leveraging technology. They listen, adapt and invest in strategies that meet the Modern Learner where they are, contributing to overall brand health and engagement.  

Purposeful creation begins with understanding your community, amplifying their voices and delivering value through every interaction. As a higher education marketing agency, we empower institutions to transform attention into enrollment and inspire students to become advocates.  

Your institution has the foundation: vision, community and purpose. With the right tools and the right partner, you can turn that foundation into measurable growth that aligns with your goals. If you are ready to grow with intention and engage on a deeper level, EducationDynamics is here to support you.  

As higher education navigates rapid change, the Meltwater Summit, held in New York City in May, was a gathering of creative minds, brand leaders and technology experts. The Summit made one thing clear: compelling storytelling, intentional branding and the thoughtful use of artificial intelligence are interconnected forces that shape lasting reputations. Institutions that invest in purposeful content and strategic technology integration are best positioned to lead with both credibility and measurable impact, connecting brand reputation and revenue growth as part of a unified strategy.

Meltwater is a leading platform in media intelligence, powering reputation management, press monitoring and social listening. At EducationDynamics, we use Meltwater to uncover trends, track brand perception and guide strategies across channels for our partners.

This year, I had the opportunity to attend the Meltwater Summit—a two-day event designed for marketing and communications professionals focusing on how data and creativity shape brand strategy. In my role as Senior Social & Visual Strategist at EducationDynamics, I was especially tuned into the evolving role of social media.

The conversations throughout the Summit reaffirmed the importance of developing content strategies that are cohesive, intentional and fully aligned with broader brand goals. Explore the key takeaways we gathered from the event and how they can benefit higher education marketers.

Reese Witherspoon set the tone with a powerful opening session, delivering honest reflection on the nature of creativity. Creativity is constantly flowing but rarely on a set schedule. The challenge isn’t finding ideas—it is cultivating the environment and carving out dedicated time for them to flourish. The solution? Clear, consistent and intentional communication. Whether you’re bridging teams or brainstorming with collaborators, creating space for dialogue is what truly transforms good ideas into great ones.

What we learned about the creative process is clear: creativity is not merely a component but a foundational pillar of your university’s reputation. When internal teams collaborate, align and ideate together, they build a cohesive and authentic brand that shapes how your institution is seen from the outside.

Moreover, it is important to recognize that your organic social efforts, website content, press releases and all other communications are not isolated channels. They form an interconnected ecosystem. Each piece of content plays a role within a broader narrative of your institution’s reputation. Thinking holistically about how every element comes together and ensures that your university’s story is consistent and impactful at every touchpoint.