Higher-ed marketers have no shortage of channels to manage. Email. Social. Web. Video. Events. The list never stops growing. But one format continues to cut through the noise with something most marketing can’t fake: human connection through podcasting.

More colleges and universities are realizing that a well-crafted podcast can do what no press release or ad campaign can—help people feel the brand. It gives voice to your institution, literally, through authentic stories, laughter, and emotion.

And unlike most digital content, a podcast doesn’t ask for someone’s full attention. It fits into their life on the morning commute, while folding laundry, walking the dog, or between classes.

That’s why institutions such as Purdue University and Syracuse University have seen remarkable engagement through their official shows, This Is Purdue and ’Cuse Conversations.

“Our podcast has become an invaluable communication tool—a way for us to tell meaningful, long-form stories that keep people connected to campus and each other,” said John Boccacino, host of ’Cuse Conversations at Syracuse University.

Podcasting works because it’s personal. It’s how you can extend the warmth of your campus to thousands of listeners.

Why Podcasting Belongs in Your Marketing Mix

Every campus has stories worth telling, but few channels invite people to truly listen. That’s what makes podcasting so powerful for higher ed. It captures the heartbeat of your institution through real voices, helping audiences feel connected to your mission, not just aware of it.

1. It Builds Trust Through Storytelling.

We talk a lot about storytelling in higher-ed, but few mediums bring stories to life like podcast episodes. Listeners can hear the excitement of a faculty breakthrough or the pride in an alum’s success. Those emotional moments create bonds that a written quote simply can’t.

2. It Reaches Multiple Audiences with One Message.

A single episode can connect prospective students curious about campus life, alumni eager to reminisce and give back, and parents who want to feel reassured. Podcasts are multi-audience by nature.

3. It Deepens Engagement.

Most website visitors stay for seconds. Podcast listeners stay for minutes, sometimes half an hour or more. That level of attention is rare, and it often leads to higher brand affinity.

4. It Fits Naturally Into Your Ecosystem.

Episodes can be embedded on your website, clipped for social media, turned into blog posts, or used in email campaigns. It’s a storytelling engine that keeps giving.

How To Avoid Overthinking It

Starting a campus podcast doesn’t mean you need to build a production studio. In fact, some of the best university shows began with one person, a laptop, and an idea.

“You don’t need a huge crew to tell a great story—you just need heart and consistency,” said Kate Young, host of This Is Purdue. Kate’s advice captures the spirit of what makes institutional podcasting succeed: authenticity over polish.

Here’s how to start with confidence and minimal stress.

1. Begin With Purpose

Ask: Why does this podcast exist? Is it to support enrollment? Engage alumni? Highlight research? Defining your purpose first helps shape the format, tone, and guests.

2. Know Your Audience

Create listener profiles just as you would for a campaign. A parent looking for reassurance will connect with different stories than a prospective transfer student.

3. Keep Your Setup Simple

If you have these tools, you have everything you need to get started: 

• Laptop with a camera
• External mic (USB or XLR)
• Single box light or ring light

Free tools like Audacity or GarageBand can handle basic editing. Platforms such as Riverside, Descript, or Capcut simplify recording and publishing. Speaking from experience, I recorded the first 100 episodes of my own higher-ed marketing podcast, the Education Marketing Leader, on a modest setup with a laptop and a Zoom account.

4. Find Your Rhythm

Commit to a cadence you can sustain. Biweekly or monthly works well. Consistency builds listener trust. Just stick with it and good things will come from it.

5. Make Every Episode Accessible and Discoverable

Always provide transcripts and captions. Not only does this make your show inclusive, but it also boosts SEO for your institution’s website. Think of the transcripts as more than an accessibility win; they’re also how AI learns who you are. Search engines and AI tools don’t “listen” to your show, they read the text around it. When you publish transcripts and repurpose them across credible sites, you create a text trail that reinforces your expertise and makes your podcast more discoverable in the years ahead.

Where Many Institutions Overcomplicate Things

In my experience, higher-ed teams often stall because they want the podcast to be perfect before it ever launches. They wait for new branding, professional studios, or campus-wide committees. But podcasts grow by doing. Your first few episodes will teach you more than any planning document can. Treat it like an experiment, then refine.

The other pitfall is treating podcasting as an isolated project. The best campus shows are part of a larger content strategy. They feed your blog, social media, and video storytelling. They become assets for enrollment and advancement.

Remember, podcasting isn’t about chasing viral hits. It’s about giving your institution a genuine voice that people look forward to hearing.

Scaling up From Passion Project to Institutional Platform

Once you’ve built momentum, expand thoughtfully: 

• Bring in diverse voices. Include faculty experts, student leaders, and alumni who reflect your community’s richness.
• Promote collaboratively. Share episodes through your admissions, alumni, and other channels. Cross-promotion multiplies reach.
• Engage students. Invite media, communication, or music students to help with production, editing, or theme music. It’s both hands-on experience and campus pride.
• Experiment with video. Even simple Zoom clips can drive engagement on LinkedIn, Instagram, and YouTube.  

Consistency and collaboration turn a podcast from a side project into a strategic marketing asset.

Human Connection Is at the Heart of It All

When higher-ed audiences tune in to a campus podcast, they’re not looking for perfection. They’re listening for honesty, for a real sense of the people behind the brand.

Kate’s comment sums it up best: “You just need heart and consistency.”

In a field often dominated by data, SEO, and deliverables, podcasting brings us back to what marketing has always been about—connection.

“Our podcast has become an invaluable communication tool,” John said. “It’s how we keep people connected to campus and each other.”

That connection is something every marketer can build, no matter their budget.

Don’t Let Great Stories End at ‘Publish’

Podcasting isn’t the next big thing in higher-ed marketing. It’s already here and thriving. The difference lies in who chooses to start. So don’t overthink it. Find one story worth sharing, grab a mic, and begin. Your future students, alumni, and colleagues are already listening. And once those stories are recorded, make them work even harder.

With Stamats’ Video Asset Remix package, we can turn your long-form content, like podcast recordings, webinars, or campus videos, into ready-to-post short clips for platforms such as LinkedIn, YouTube, Instagram, and TikTok. It’s a simple, fast way to extend your reach and keep your message moving long after the first launch.