Most institutions incorporate some element of user-generated content, often blogs, into the enrollment portion of the primary .edu site. Blogs written by current students can be a smart way to give visitors a realistic view of life at a college or university and to put a human face on the current student body.
Blogs are critical to search engine visibility as well. Using blog posts to focus attention on the keywords that matter most to your institution provides a great lift in rankings.
Measure the possible costs and benefits of in-house blogging with those of the other tactics you’re using. A smart inbound strategy doesn’t mean checking every box, it means picking the channels that fit your budget, resources and goals.