In the past independent schools have thought of content as a viewbook, perhaps their web content but generally as static documents that the school - and the school alone controlled. The definition of content has changed. Today content is dynamic, immediate and distributed through channels not always under direct control of the school. Examples include blogging sites, social networks as well as the school's own website. This new world of 
content can be frightening, however, schools that embrace the changes in content can use the increased opportunity to interact with prospective students and families to improve their understanding of their customer and expand the influence of their brand across large new audiences.
Read: Why is content so important, anyway?
Read: How-to Re-use Other People's Content
Read: 32 Ways to Build Great Inbound Links to your Content
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