Content marketing is a great way to build trust with your audience because it allows you to leverage your brand as a solutions-oriented thought leader whose chief mission is to understand your audience’s pain points and help solve them.

Interdepartmental turf wars between so-called “promoters” and “sellers” are commonplace across all business industries—and higher education is no exception. Despite sharing many of the same top line goals and therefore having a shared vested interest in the institution’s success, higher ed marketing and admissions departments often struggle to align and form collaborative partnerships that leverage each other’s expertise.

In this digital age, video storytelling is arguably the most powerful marketing tool available to higher ed institutions. Unlike other forms of content, video allows prospective students to virtually experience life on campus and academic programs through current student, faculty, and alumni stories.

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Student personas are fictional, generalized representations of your school’s ideal applicants. The strongest student personas are based on market research, as well as on insights you gather from your existing student body.

Can we agree that the way we access and consume content has fundamentally changed over the last decade? Our attention spans are shorter, yet our demand for personalized information is greater. As consumers in today’s digital world, we are more empowered than ever to make informed purchase decisions and less influenced by traditional, interruption-based marketing messages.