About this episode
Jen Jenkins, Director of Digital Experience at Western Governors University, brings a unique background that spans theater arts, healthcare content strategy, and higher ed—all centered on understanding user needs. She shares how her work at University of Utah Health shaped her approach to empathy-driven content, and how she now applies those lessons to WGU’s student-obsessed, competency-based model. Jen dives into the challenges of aligning academics with content strategy, how SEO is shaping degree offerings, and why institutions must move toward omni-channel consistency.
She also unpacks the technical shifts every content professional must understand—from bot traffic to headless CMS—and offers practical advice for universities and healthcare organizations ready to rethink their digital presence.
Whether you’re in content, marketing, or digital strategy, this conversation is packed with actionable insights for a human-first digital future.
Key Takeaways
Content Strategy in Healthcare vs. Higher Ed – Both involve high-stakes, life-changing decisions. Healthcare content focuses on easing anxiety and building emotional comfort, while higher ed content is about empowerment and selling a future.
WGU’s Model is Built for Access & Flexibility – As a fully online, competency-based university, WGU serves over 200,000 students by allowing them to test through material they already know—making education accessible regardless of location or schedule.
SEO Informs Academic Program Development – Search behavior doesn’t just drive traffic; it helps identify demand for new degrees and ensures content meets users where they are, using the language they actually search for.
Consistency Across Channels is Non-Negotiable – With the rise of generative AI and omni-channel touchpoints, brand messaging must be unified everywhere—from websites to AI-generated answers—to build trust and clarity.
Content Teams Need Technical Literacy – Content professionals must understand analytics, algorithm changes, bot traffic, and content delivery infrastructure (like CDNs) to protect performance and adapt quickly.
Pod-Based Collaboration Breaks Down Silos – Jen’s team uses a “pod” model with content leads, writers, SEO specialists, UX experts, and analysts working together instead of siloed, man-to-man efforts.
Headless CMS Enables Omni-Channel Agility – While challenging to implement, a headless content management system allows content to flow seamlessly across platforms and future-proofs digital experiences for evolving student needs.
Start with an Audit & Clear Priorities – Before revamping digital strategy, institutions should conduct a full content and user audit, identify priority audiences, and align resources to both “keep the l
