Cracking Higher Ed Content and AI Discovery with Brian Piper

05/09/25 • 30 min

In this episode of EdTech Connect, host Jeff Dillon sits down with Brian Piper, Director of Content Strategy at the University of Rochester and author of Epic Content Marketing for Higher Education, to explore how AI is transforming content creation and audience engagement in higher ed.

Brian shares practical insights on building AI-driven personas, repurposing content at scale, and overcoming institutional resistance to AI adoption. Learn how custom GPTs can simulate student perspectives, why "audience-first" storytelling is non-negotiable, and how to leverage student ambassadors to amplify authenticity.

Whether you're a marketer, administrator, or educator, this episode offers actionable strategies to harness AI while keeping human creativity at the core.

Key Takeaways

AI-Powered Personas: Train custom GPTs on institutional data (e.g., strategic plans, student demographics) to simulate audience perspectives and test content ideas before production.
Content Repurposing: Use AI to redistribute high-performing content across channels, combating declining organic reach and maximizing ROI.
Fear vs. Opportunity: Resistance to AI stems from fear of replacement and lack of time—but it’s a change management challenge, not just a tech adoption hurdle.
Governance First: Clear AI usage guidelines prevent "shadow AI" and ensure ethical data practices (e.g., avoiding public ChatGPT for sensitive records).
Student Ambassadors Matter: Authentic, student-generated "day-in-the-life" content outperforms institutional messaging in building trust with prospects.

Dig Deeper

https://www.linkedin.com/in/brianwpiper/

Website

https://brianwpiper.com/

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For more insights on innovative teaching strategies, the role of technology in education, and the future of learning, visit EdTech Connect. Subscribe to stay updated on the latest trends and conversations in educational technology or visit https://edtechconnect.com.

Whether you're a marketer, administrator, or educator, this episode offers actionable strategies to harness AI while keeping human creativity at the core.

Key Takeaways

AI-Powered Personas: Train custom GPTs on institutional data (e.g., strategic plans, student demographics) to simulate audience perspectives and test content ideas before production.
Content Repurposing: Use AI to redistribute high-performing content across channels, combating declining organic reach and maximizing ROI.
Fear vs. Opportunity: Resistance to AI stems from fear of replacement and lack of time—but it’s a change management challenge, not just a tech adoption hurdle.
Governance First: Clear AI usage guidelines prevent "shadow AI" and ensure ethical data practices (e.g., avoiding public ChatGPT for sensitive records).
Student Ambassadors Matter: Authentic, student-generated "day-in-the-life" content outperforms institutional messaging in building trust with prospects.

Dig Deeper

https://www.linkedin.com/in/brianwpiper/

Website

https://brianwpiper.com/

Explore More on EdTech Connect

Previous Episode

Revolutionizing Higher Education Through Performance TV with Jennifer Lonchar

In this episode of EdTech Connect, host Jeff Dillon sits down with Jennifer Lonchar, founder of AmbioEdu, to explore how streaming TV is revolutionizing higher ed marketing. Jennifer shares her journey from traditional digital marketing to pioneering performance-based TV advertising for colleges and universities.

Discover how AmbioEdu ‘s cutting-edge platform targets households with unskippable commercials, tracks enrollment attribution, and supercharges traditional digital campaigns. Jennifer also weighs in on the "perception cliff" facing higher ed, why video is the future of student engagement, and how schools can stand out in an increasingly noisy digital landscape. Tune in for actionable insights on modernizing your marketing strategy with streaming TV!

Key Takeaways

Streaming TV is the New Frontier: Higher ed lags behind other industries in adopting streaming TV ads, but it offers unskippable, measurable, and highly targeted opportunities to reach students and parents.
Full-Funnel Marketing: Unlike traditional TV ads, streaming campaigns can track engagement from awareness (top of funnel) to conversions (applications, deposits) by linking ad exposure to household IP addresses.
Emotional Storytelling Wins: Schools must move beyond generic taglines and create emotionally resonant 15-30 second spots that make students say, "I can see myself there."
The "Perception Cliff": Beyond demographic declines, higher ed faces a crisis of perceived value. Jennifer advocates for industry-wide efforts to promote lifelong learning and combat skepticism
Diversify or Fall Behind: Relying solely on crowded digital channels (e.g., social media, Google Ads) is no longer enough. Streaming TV complements existing strategies and boosts performance across platforms.

Conversation Rundowns

Introduction (00:00)
Jennifer’s Journey from Carnegie to AmbioEdu (02:04)
Why Streaming TV? The Untapped Opportunity in Higher Ed (04:22)
How It Works: Targeting Households and Measuring ROI (08:25)
Creative Strategy: Crafting Ads That Resonate with Students and Parents (09:25)
Challenges and Opportunities in the Industry with New Technology (13:03)
Beyond Undergrad: Streaming for Grad Programs, Stopouts, and Fundraising (18:35)
Industry Shifts: Short Tenures, Vendor Consolidation, and Innovative Startups (24:26)
Final Advice: Diversify Your Strategy and Lean into Video (29:39)

Dig Deeper

Find Jennifer Lonchar here:

https://www.linkedin.com/in/jenniferlonchar/

AmbioEdu

https://ambioedu.com/

Explore More on EdTech Connect

Next Episode

Breaking Silos and Building AI at Arizona State University with Gemma Garcia

In this episode of EdTech Connect, host Jeff Dillon sits down with Gemma Garcia, Executive Director of Learning Technology at Arizona State University, to explore how ASU is leading the charge in scalable digital learning innovation.

With over 130,000 learners worldwide, Gemma shares insights on balancing bold experimentation with practical implementation, fostering faculty adoption of new technologies, and ASU's groundbreaking AI initiatives—including their partnership with OpenAI. Discover how ASU's "principled innovation" framework guides responsible AI integration, why personalized learning pathways are the future, and how the university is breaking down silos to create a collaborative, global learning community.

Whether you're an educator, administrator, or tech enthusiast, this episode offers a masterclass in scaling educational innovation while keeping student success at the core.

Key Takeaways

Scalable Innovation: ASU’s "principled innovation" framework ensures new tools align with student outcomes and institutional goals before adoption.
AI in Action: From language-learning chatbots to faculty "AI challenges," ASU leverages AI to enhance engagement while maintaining ethical guardrails.
Faculty Adoption: Meet faculty where they are—emphasizing how tools solve their problems and benefit students—to drive buy-in.
Global Inclusion: Designing for cultural and linguistic diversity is key to serving ASU’s worldwide online learner population.
Personalized Learning: The future of edtech lies in adaptive pathways tailored to individual learning styles (powered by AI).