Diagnóstico Estratégico del Marketing de Contenidos en Educación Superior: Análisis del Caso Universidad Santo Tomás, Seccional Villavicencio

Abstract

The rise of Web 2.0 has profoundly transformed the interaction between institutions and users, consolidating social networks as essential collaborative spaces for communication in higher education. These platforms, initially oriented toward leisure, have become strategic channels that enable the building of communities, strengthening institutional identity, and connecting with young audiences who primarily consume information digitally. The most widely used social networks—such as WhatsApp, Facebook, Instagram, and TikTok—offer opportunities for segmentation, reach, and the creation of relevant content that, when integrated into well-structured marketing strategies, enhance the visibility and reputation of educational institutions. Previous research shows that visual, testimonial, and emotional content generates greater engagement, which positively influences the relational quality between students and universities, fostering loyalty and strengthening institutional branding.

In a highly competitive environment, universities require bidirectional communication strategies based on dialogue, adaptation, and feedback, which allow them to understand the needs of their audiences and position their academic offerings more effectively. From this perspective, Santo Tomás University, Villavicencio campus, recognizes the need to move from operational digital management to a comprehensive content marketing strategy aligned with its institutional identity. Investment in social networks, data analytics, the use of digital trends, and brand differentiation are consolidated as key elements to strengthen its digital presence and sustainably attract new audiences.