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.