Content SurvAIval - EEATing well in 2025
Maree Perkins, Head of Student Engagement and Development and Dr Mark Bennett, Director (Audience & Insight)
FindAUniversity 🇬🇧
AI is everywhere, but it’s not always the answer. This session shares how two established websites tackled an audit, introduced smart content systems and used AI where it added value - not where it didn’t. You’ll learn how to balance human expertise with automation and keep quality at the centre of your strategy.
Key takeaways
Adapt content for SEO and user experience changes.
Emphasise human expertise while using AI strategically.
Understand where AI is and isn’t best deployed in content creation.
Dr Mark Bennett is Director (Audience & Insight) at FindAUniversity, a Keystone Education Group company and publishers of FindAMasters and FindAPhD. In this role he is responsible for understanding, meeting and communicating the needs of prospective postgraduate audiences. Mark is an experienced speaker and advocate for postgraduate issues, having previously presented at a range of events and forums including NAGAP, NAFSA, HELOA, UMF, CASE, Wonkhe and ContentEd. Mark holds a PhD in Gothic Literature from the University of Sheffield which he routinely (and unsuccessfully) uses to convince his nine-year-old that ghosts are not real.
Maree Perkins never meant to stay in higher education, she was ready to become a journalist. But after landing her first job as a student coach, she was hooked on helping, consoling and encouraging the next generation of students to succeed! Fast forward over a decade, and Maree has continued her crusade at universities in Bournemouth, Bath and Manchester, and now heads up the Student Engagement Team at FindAUniversity. Together, they champion postgraduate study, promoting the highs, lows and everything in between so everyone can make an informed and honest decision about their next steps. She is also a massive fan of tea and spends her free time on a wake board or in an aerial hoop, so her feet barely ever touch solid ground!