“There is value to being on the front line, listening and using insight to shape ideas outside the status quo.”
Interview with Annabell Lamba, Faculty Marketing Officer at Birmingham City University.
The “What education marketers are saying” series shares insight from marketers working in the education sector, whether that’s for universities, agencies or student communities.
Interview
Kyle (Education Marketer): What’s the secret to success in faculty marketing roles?
Annabell: I would say the secret lies between keeping your marketing activities fresh, whilst being responsive to the needs of the faculty. That’s key to winning people over and doing innovative work.
How often do most marketers speak with their target market? Certainly not as often as a faculty marketer speaks with students or academics. There is value to being on the front line, listening and using insight to shape ideas outside the status quo.
Kyle: You’ve recently been awarded a scholarship to attend Utterly Content Global Festival, any tips for those applying next year?
Annabell: I’m fortunate to have been awarded an inclusion scholarship and can’t wait to take part in the virtual festival next week. My tips for anyone thinking of applying next year are:
• Show your passion for content marketing
• Showcase how important personal development is to you
• Demonstrate what you will do with the knowledge you have gained
Kyle: Over 4.4 million blog posts are published every day, so what’s the key to standing out when saturation is the norm?
Annabell: Before diving into writing a piece of content, be sure to know who you are talking to: Who are they? What do they want to consume? What sort of content are they currently consuming? Who are they influenced in their offline and online interactions?
Thinking before creating, taking the time to research, produces content more likely to resonate with the needs of your customers and set you apart from the pack.
What’s the best example of content marketing you’ve ever seen?
Annabell: A brand whose content is always engaging, responsive and relevant for me is Sweaty Betty. During Covid-19, the brand has ensured that its ethos emanates from every piece of marketing it delivers online. As an active person, the brand captures what matters to me. It focuses on well-being and being accessible with free Instagram workouts, local events and recipe ideas. It consistently shows up.
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