You have a piece of content. Let's say a video. You could put it up on the student activities site on the official website, (like this example) in some rights protected format that pretty much stays in one place. That would be a fine place to start. Likely you would have to work with a number of people to get the video up. If students want to see it, they have to come to the site. They will probably find it if they are looking for it (a big if), but it always stays in the same place.

"Go to them" means two things:

1) Put your content somewhere and in some format where it can be shared easily. For video, this means uploading your video to a site like youtube or vimeo. You, or your students, can then . . .

2) grab the video and put it many different places where they students or faculty hang out. This way they are more likely to come across it. It's like Starbucks - there's always one nearby. Your content can be the same way. By putting your content many places you dramatically increase the chances of it being found and used. Even better if the finder can easily pass it on on their own. For instance, finding it on a site somewhere and then reposting it on their own facebook page. (Point one allows this.)

Go to them means setting your content free. It means being many places, not just one. It means being easily discoverable and shareable. It means allowing for student participation in spreading your content and remixing your content.

Benefits of Going to Them:

Your content will spread with help from students
Increased chances of people coming across it (either with search, or by accident)
Increased participation from students (they can create and share their own content in response to yours)

Embedding Content (Various Examples)

You can embed your content - text, pictures, video, calendars, almost anything web - lots of places. Just a few ideas:

Pictures, Video, and Links embedded in a Facebook Group:

Video Embedded in a Blog:

Video Embedded in a Wiki page (Actual example):

Slightly More Advanced:

(When you are ready : )

Instead of embedding one video from youtube, in certain cases it's even better to import a "feed" from your youtube channel (or any content source, blog, wiki, etc.) that will automatically show the latest video or content from the source. Check out the feed page on this wiki to learn more.