Our methodology

Selection criteria

Every resource in the library is reviewed against three criteria before it is added:

• Practical value. Does it help a higher ed marketer do their job better? We prioritize resources with actionable takeaways over purely theoretical content.
• Source credibility. Is the publisher a recognized expert, institution, or practitioner in higher education marketing? We check for editorial standards, conflict of interest, and track record.
• Higher ed relevance. Resources must speak directly to the context of colleges and universities, not generic marketing advice rebranded for education.

What we exclude

• Sponsored or paid content presented as editorial
• Vendor resources that exist primarily to promote a product with no independent value
• Outdated resources (typically more than 5 years old, unless evergreen)
• Resources that contain significant factual errors

How we organize resources

Each resource is tagged with a pillar (the broad marketing category), one or more topics within that pillar, a format (article, podcast, tool, etc.), relevant audience types, and applicable institution types. Tags are applied by our editorial team, not inferred automatically.

Agency directory

Agency rankings in the directory are based on a combination of factors: demonstrated specialization in higher ed marketing, quality of publicly available case studies, team experience, and client feedback where available. Rankings are not for sale. No agency pays to appear or to rank higher.

Manaferra, the team behind HEM, appears in the directory as an agency. We apply the same criteria to ourselves as to every other listing.

Keeping the library current

We review the library on a rolling basis and remove or replace resources that become outdated, move behind paywalls, or no longer meet our criteria. Community suggestions are reviewed by our team before any new resource is added.