Content Intake Guide for College Marketing Teams

This guide is designed to help you complete the Content Intake form in a way that produces clear, accurate and effective program content for prospective students.

The responses you provide will be used to generate a first draft of program page content using an AI tool trained on:

• ASU brand voice and style
• Search Engine Optimization (SEO) and Generative Engine Optimization (GEO)
• Web usability and conversion best practices

Your inputs will directly inform what prospective students will read when they are considering your programs.

1. Be clear and accurate

1. Answer each question directly and completely.
   Avoid jargon, internal language or vague phrasing.
   Assume your audience is a prospective student unfamiliar with your program and academic terms.

2. Focus on student value and outcomes

• What will students gain from this degree?
• What skills, experiences, or career paths does this program support?
• Be specific. A generic claim weakens impact.

3. Use bullets if helpful so long as you fully answer the question

• Bullet points are acceptable.
• Each bullet should still provide meaningful, complete information.
• Avoid fragments that require interpretation.

4. Align with past EdPlus Fact Sheet work

• If you’ve completed EdPlus Fact Sheets before, use the same level of detail and clarity.
• This process is intentionally similar in structure and expectation as EdPlus has been using an AI LLM content creation process for the online degree program pages since November 2025.

• Your responses directly influence the quality of AI-generated drafts.
• Strong inputs reduce rework and improve final content quality.
• Weak or unclear inputs lead to generic or inaccurate outputs, which ultimately affect student understanding and enrollment decisions.

After the draft content is created, you will have an opportunity to review it.

Your review should focus on:

• accuracy of program details
• completeness of information
• alignment with the intent of your original responses

Keep in mind:

The content is already optimized for:

• Web readability and usability

• SEO and GEO performance
• ASU brand voice and structure
• Some elements are intentionally structured and may not be revised, including:
  • Headlines (H2s)
  • Metadata
  • Target keywords
• Not all requested edits will be implemented if they conflict with these standards.

The Office of the Provost and EdPlus hold final editorial authority.

This ensures consistency, quality and performance across all program pages.

Think of the Content Intake form as the foundation. The clearer, more specific, and more student-centered your responses are, the stronger the final content will be—for both students and the university.

What questions are on the intake form? I want to collaborate with my team on the content. 

You can download an outline of the form. This Google Sheet is not to be submitted to us; please copy and paste your answers into the intake form to submit, if you opt to use this document to help with your planning.

Does this replace the program description? 

No. The academic program description is required for regulatory and accreditation purposes. Although it will be presented in second person rather than third person, the program description's intention remains the same. A short paragraph describing what the student will learn and what the outcome will be from the program of study, along with any required program accreditation information. These can be reviewed during the catalog review period at the end of the year, and updates will be published in February. It is possible that changes will be made in advance of the catalog review period to prevent duplication and improve readability. 

Do I get to review and approve the AI-generated text? 

Yes! We are asking the lead college communicators and the designated curriculum contacts (dean’s program level in Kuali Build) to review and approve the text before it is published. We want you to review for accuracy and messaging. There are some changes that will be made specifically for SEO/GEO optimization reasons, and we’ll let you know if there’s anything we shouldn’t adjust for that reason. 

How do I complete the content intake form? Who can submit it? 

See the Content Intake Guide. Anyone on your staff can submit the form. It will come to you to review, edit and approve before moving on to the academic curriculum contacts review. You do not need to request access to Kuali Build to submit the form. If you want someone other than yourself to approve, reach out to [email protected].

When will these expanded descriptions go live in Degree Search? 

After the descriptions are generated, edited and approved by your teams, the changes will go to Degree Search soon after. The supplemental program information is not being held until the catalog review, but will go live as soon as it is finalized. 

Can I just submit text that I want you to feature on Degree Search? 

Down the track, very likely! Right now, we’d like to focus on using the strongest/SEO-optimized language, leveraging the expertise of teams on the cutting edge of that work and using AI models designed to consider the ASU brand and discoverability. In the future, you will have the opportunity to provide customized text throughout the year to be featured under the program description! 

Who is editing the final version? Does my team have to do that? 

No, the provost office editorial team will review and edit the supplemental program descriptions for grammar, accuracy, style and branding. They may have questions for you if anything is unclear or needs additional context. They will reach out via email or through the Kuali Build form. 

Do I need to submit an intake form for disestablished programs? 

No, you do not need to submit an intake form for programs that have already been approved for disestablishment. If a program is being considered for disestablishment, but has not been formally disestablished, we recommend you complete the intake form for those programs. 

I don’t know what programs I have in my college. What do I do? 

Visit Degree Search or use this spreadsheet, where the provost office team will track progress towards completion. You do not need to do anything on this spreadsheet; this is just for information and tracking purposes!